the role of film in brand, branding, rebranding, and international ...

Arabian Journal of Business and Management Review (OMAN Chapter) Vol. 2, No.3; Oct. 2012
nurturing, and fostering the development of a brand that is globally acceptable can be better
appreciated from this psychological focal point.
Effective crises management initiatives, good health practices, effective agricultural
management measures and food security, as well as research and gender development, and the
transformation of societies into knowledge–based economies (where knowledge is transformed
into power), which totally redefines and positively alters the structure of production, education,
and human resource management, initiating socio-political reforms that align with the spirit of
globalisation, is one design achieved by film, and this scheme hinged by film, beautifies and
enhances the patronage of a brand before other nations and competing brands. Socio-political
attitudes, racial prejudices and stereotypes, as well as attitudes and personality, can be
fundamentally reformed and altered, in line with the general expectation of actors in the
international theatre, by film, through its potential of providing patterns and frameworks for
communication and education (both formal and informal) that are not just alluring, but also
capable of translating a brand from the islands of rejection to the Eden of global recognition,
acceptance, and patronage.
The essence and extensive nature of branding or rebranding (or creating a brand that enjoys
universal patronage) was captured and emphasised by DPM Mutambara, in a keynote address
delivered to delegates at the inaugural Zimbabwe Tourism Stockholder’s Conference in Harare,
hosted by Zimbabwe Tourism Authority in 2009, when he asserted:
Tourism is central to the image of the country. It is the
face of the country and everyone…must play his part to
deal with perception that has damaged our image. Don’t
ask us to rebrand the country. The first thing is for you to
rebrand yourself and make yourself relevant to the
situation on ground…it is not the government’s duty
alone. It is your duty. 30
The original formation and packaging of those qualities and characteristics that give an entity
unique definition and comparative advantages over other competing entities, which when
packaged is advertised to bring further advantages, respect, and patronage to the entity, in the
presence of other competing entities, is referred to as branding. For a brand to be packaged and
effectively advertised to garner advantages to itself, it must emit an enduring appeal in the
minds of customers and targeted customers, and film as an instrument that possesses a
somewhat irrevocable and lasting appeal or influence in an audience, is an undeniable tool to be
employed in the successful launch and promotion of a brand before diverse clienteles in the
international amphitheatre.
When a brand is birthed but advertently or inadvertently suffers debility or decline, rebranding,
which is a design fabricated to revive or revitalise the enduring traits of a brand, thus
regenerating the patronage the brand enjoys, becomes an undisputable option, and this cannot
be safely and successfully concluded without recourse to film. The dream of reaching the
“Promised Land” will be unrealised, if we lack the zeal of taking our destiny in our hands rather
than allow others control it; we shall sail to the “Promised Land”, for we are good people that
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