Contrary to the views expressed by Virimai Victor Mugobo, a Cape Town-based researcher and consultant, in a column of a local weekly, Zimbabwe can start enhancing its competitive identity in the world right away.
Mugobo's theses are fundamentally flawed in that they fail to consistently take into account the many advances in our understanding of the key concepts of nation branding itself, in contradistinction to product branding. It also does not seem apparent to Mugobo that the devil is in the term "branding", as it applies to nations.
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