2013 NATIONAL BRAND AUDIT REPORT

© May 2013

2013 NATIONAL BRAND AUDIT

REPORT

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2013 National Brand Audit Report i

TABLE OF CONTENTS PAGE ABBREVIATIONS ............................................................................................................................................... IV EXECUTIVE SUMMARY ...................................................................................................................................... V CHAPTER ONE: INTRODUCTION ....................................................................................................................... 1

1.1 BACKGROUND ............................................................................................................................................. 1 1.2 PURPOSE AND OBJECTIVES OF THE ASSIGNMENT ............................................................................... 2 1.3 CONCEPTUAL FRAMEWORK ..................................................................................................................... 3 1.4 THE KENYA NATIONAL BRAND AUDIT ................................................................................................... 6

CHAPTER TWO: RESEARCH METHODS ............................................................................................................. 7 2.1 SURVEY DESIGN ........................................................................................................................................... 7 2.2 POPULATION AND SAMPLING ................................................................................................................... 7 2.3 DEVELOPMENT OF DATA COLLECTION TOOLS .................................................................................... 7 2.4 QUESTIONNAIRES ADMINISTRATION .................................................................................................. 10 2.5 FOCUS GROUP DISCUSSIONS ................................................................................................................. 10 2.6 KEY INFORMANT INTERVIEWS ............................................................................................................... 10 2.7 DATA ANALYSIS .......................................................................................................................................... 11

CHAPTER THREE: SURVEY FINDINGS ............................................................................................................. 14 3.1 RESPONSES .................................................................................................................................................. 14 3.2 RESPONDENTS’ DEMOGRAPHIC DATA ................................................................................................. 14

3.2.1 Kenyans within the Country ........................................................................................................................................... 14 3.2.2 Foreign Nationals in Kenya ............................................................................................................................................ 17 3.2.3 Investors in Kenya .......................................................................................................................................................... 19 3.2.4 Kenyan Nationals in the Diaspora ................................................................................................................................. 21

3.3 KENYAN NATIONALS WITHIN THE COUNTRY .................................................................................... 23 3.3.1 Rating of elements covered under the various variables.................................................................................................... 23 3.3.2 Perceptions and Attitudes on the 2013 General Elections .............................................................................................. 30 3.3.3 Kenya’s Brand Ambassadors and Brand Destroyers ........................................................................................................ 32 3.3.4 Kenya’s National Symbols and Icons .............................................................................................................................. 32 3.3.5 Recall and Impact of the “Nitakuwepo Campaign” ........................................................................................................ 33 3.3.6 Awareness and perception of Brand Kenya Board .......................................................................................................... 35

3.4 FOREIGN NATIONALS WITHIN THE COUNTRY ................................................................................... 37 3.5 INVESTORS IN KENYA ............................................................................................................................... 43

3.5.1 Rating of Elements Covered Under the Various Variables .............................................................................................. 43 3.5.2 Investors Source of information ....................................................................................................................................... 46 3.5.3 Factors Influencing Investors’ Choice of Country for Investment ..................................................................................... 46 3.5.4 Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment ................................................ 47

3.6 KENYAN NATIONALS IN THE DIASPORA ............................................................................................... 48 3.6.1 Rating of Elements Covered Under the Various Variables .............................................................................................. 48 3.6.2 Kenya’s Ambassadors and Brand destroyers as perceived by Kenyans in the diaspora ..................................................... 50 3.6.3 National Symbols and Icons ............................................................................................................................................ 51 3.6.4 Areas where Kenya is excelling as well as Areas it is failing ............................................................................................ 51 3.6.5 Kenyans in the Diaspora’s Perception on Their Roles in Changing Kenya ...................................................................... 52

3.7 KEY INFORMANT INTERVIEWS FINDINGS ............................................................................................ 53 3.8 FOCUS GROUP DISCUSSION FINDINGS ................................................................................................ 55 3.9 OVERALL NATIONAL BRAND INDEX (NBI) ............................................................................................ 58 3.10 SUMMARY OF KEY FINDINGS................................................................................................................... 61

CHAPTER FOUR: CONCLUSION AND RECOMMENDATIONS ........................................................................ 63 4.1 CONCLUSION ............................................................................................................................................. 63 4.2 RECOMMENDATIONS ............................................................................................................................... 63

APPENDICES ...................................................................................................................................................... 66 APPENDIX I: KENYAN NATIONALS WITHIN THE COUNTRY QUESTIONNAIRE ......................................................................... 66 APPENDIX II: KENYAN NATIONALS IN THE DIASPORA QUESTIONNAIRE ............................................................................... 76 APPENDIX III: FOREIGN NATIONALS IN KENYA QUESTIONNAIRE ......................................................................................... 80 APPENDIX IV: INVESTORS QUESTIONNAIRE ........................................................................................................................ 86 APPENDIX V: KENYAN CITIZENS FGD /KEY INFORMANT INTERVIEW GUIDE ........................................................................ 91 APPENDIX VI: LIST OF SAMPLED INTERNATIONAL INVESTORS IN KENYA .............................................................................. 92

2013 National Brand Audit Report ii

List of Tables Table 1: Kenya’s Global Competitiveness Index .................................................................................................................. 4 Table 2: Kenya’ Scores in the GCI Factors .......................................................................................................................... 4 Table 3: Respondents’ Response Rate ................................................................................................................................ 14 Table 4: Distribution of Foreign Nationals Respondents by their Home Country .......................................................... 17 Table 5: Distribution of Kenyans in the Diaspora Respondents by Country of Residence ............................................. 21 Table 6: Kenyans within the country’s level of patriotism and beliefs .............................................................................. 29 Table 7: Likes and dislikes about being Kenyan national .................................................................................................. 30 Table 8: Kenyans within the Country’s Perception and Attitudes on the 2013 General Elections ................................ 30 Table 9: Brand Ambassadors .............................................................................................................................................. 32 Table 10: Brand Destroyers................................................................................................................................................. 32 Table 11: National Symbols ................................................................................................................................................ 32 Table 12: National Icons ..................................................................................................................................................... 33 Table 13: Views on the “Nitakuwepo Campaign” ............................................................................................................. 34 Table 14: Investors Perception/Image of Kenya ............................................................................................................... 43 Table 15: Regulatory Environment as rated by Investors ................................................................................................. 44 Table 16: Infrastructural Development as rated by Investors ........................................................................................... 44 Table 17: Kenya’s Human Talent as rated by Investors .................................................................................................... 45 Table 18: Kenya’s Operating Environment as rated by Investors .................................................................................... 45 Table 19: Investors’ Rating of the Importance of Source of Information ....................................................................... 46 Table 20: Factors Influencing Investors Choice of Country for Investment ................................................................... 47 Table 21: Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment ........................... 47 Table 22: Perception of Kenyans in the Diaspora about the Country’s Prospects ........................................................... 49 Table 23: Kenyans in the Diaspora’ Attitude towards Kenya ............................................................................................ 49 Table 24: Kenyans in the Diaspora’s Likes and Dislikes about being Kenyan National .................................................. 50 Table 25: Brand Ambassadors and Destroyers as Provided by Kenyans in the Diaspora................................................. 50 Table 26: National Symbols and Icons as Provided by Kenyans in the Diaspora ............................................................. 51 Table 27: Kenya’s Areas of Excellence and Failure ............................................................................................................ 51 Table 28: Scores for Variables Considered for Kenyans within the Country ................................................................... 59 Table 29: Scores for Variables Considered for Investors in Kenya ................................................................................... 59 Table 30: Scores for Variables Considered for Foreign Nationals in Kenyan .................................................................. 59 Table 31: National Brand Index ......................................................................................................................................... 60 List of Figures Figure 1: Kenyans within the Country Distribution by Region ........................................................................................ 15 Figure 2: Kenyans within the Country Distribution by Age .............................................................................................. 15 Figure 3: Kenyans within the Country Distribution by Gender ....................................................................................... 16 Figure 4: Kenyans within the Country Distribution by Highest Level of Education Attained ........................................ 16 Figure 5: Foreign Nationals in the Country Distribution by Age ..................................................................................... 18 Figure 6: Foreign Nationals in the Country Distribution by Gender ............................................................................... 18 Figure 7: Foreign Nationals in the Country Distribution by Residence Status ................................................................ 18 Figure 8: Distribution Respondents by whether Local or International Investor ............................................................ 19 Figure 9: Respondents’ Distribution by Investment Sector ............................................................................................... 20 Figure 10: Distribution by Duration of Investment in Kenya ........................................................................................... 21 Figure 11: Distribution of Kenyan in the Diaspora Respondents by Age ......................................................................... 22 Figure 12: Diaspora Respondents Distribution by Gender ............................................................................................... 22 Figure 13: Diaspora Respondents Distribution by Highest Level of Education Attained ............................................... 22 Figure 14: Kenyans within the Country’s Expectations about the Economy ................................................................... 23 Figure 15: Kenyans within the Country’s Perception about the Country’s Politics ......................................................... 24 Figure 16: Kenyans within the Country’s Level of Trust for People and Institutions ...................................................... 25 Table 17: Strengths and Weaknesses of Kenya as rated by Kenyan’s Within the Country.............................................. 26 Figure 18: Kenyans within the Country’s Expectations on the Country’s Social Sphere ................................................ 27 Figure 19: Kenyans within the Country’s Perceptions on the Prospects and Opportunities in the Country ................. 28

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Figure 20: Perception of Kenyans within the country about their values ......................................................................... 28 Figure 21: Kenyans within the country level of pride about Kenya .................................................................................. 29 Figure 22: Perception on Whether There will be Violence During General Elections .................................................... 31 Figure 23: Recall of the “Nitakuwepo Campaign” ............................................................................................................. 33 Figure 24: Source of Information about the “Nitakuwepo Campaign” ............................................................................ 34 Figure 25: Awareness of Brand Kenya Board ..................................................................................................................... 35 Figure 26: Source of Information about Brand Kenya Board ........................................................................................... 36 Figure 27: Respondents Perception about Performance of BKB ...................................................................................... 36 Figure 28: Perception of Foreign Nationals in the Country about Kenya’s Politics ......................................................... 37 Figure 29: Foreign Nationals in the Country Perception about Kenya’s Economy.......................................................... 38 Figure 30: Foreign Nationals’ Expectations about Kenya’s Social Sphere ........................................................................ 38 Figure 31: Foreign Nationals in the Country Perception about Kenya’s People and Values ........................................... 39 Figure 32: Awareness, Strengths and Weaknesses of Kenya as rated by Foreign Nationals in the Country ................... 40 Figure 33: Foreign Nationals in the Country Attitudes towards Kenya............................................................................ 41 Figure 34: Foreign Nationals in the Country Perception about Kenya’s Culture ............................................................ 41 Figure 35: Foreign Nationals in the Country Perception about Kenya’s Places ............................................................... 42 Figure 36: Perception of Kenyans in the Diaspora about Strengths of Kenya .................................................................. 48 Figure 37: Kenyans in the Diaspora’s Pride about Being Kenyans.................................................................................... 49

2013 National Brand Audit Report iv

ABBREVIATIONS

BKB _ Brand Kenya Board

Board _ Brand Kenya Board

GCI _ Global Competitiveness Index

ICT _ Information Communication Technology

IT _ Information Technology

NBI _ National Brand Index

SPSS _ Statistical Package for Social Sciences

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EXECUTIVE SUMMARY

Brand Kenya Board is mandated by the Government to build a strong country brand that fosters

national pride, patriotism and earns global recognition and preferences. Towards this, the Board

has been undertaking initiatives to build the Kenyan brand since 2008. In order to assess the level

of progress made towards achieving its mandate, the Board commissioned VAS Consultants

Limited to undertake a National Brand Audit. The objective of the assignment was to establish the

perceived image of Kenya brand by the residents of Kenya and Kenyans in the Diaspora.

Measuring the brand index provides an indication of how successful the Board has been in

branding Kenya and informs the identification and implementation of appropriate initiatives

geared towards improving the Kenyan brand. Further, the index will enable the Board to track

changes over time thus enable evaluation of the impact of various programmes adopted.

The data collection was undertaken in the months of January and February, 2013 and targeted

Kenyan nationals within the country, Kenyans in the Diaspora, foreign nationals in Kenya,

investors (local and international) and key informant institutions. The findings indicate that

national brand index is 72% out of a possible maximum of 100%.

For the Kenyans within, the areas that rated high as good included improvements in agriculture

and infrastructure, inspiration of Kenyans to work towards the economic prosperity of the country,

enhanced accountability as a result of the implementation of the 2010 Constitution, sporting

nature of Kenyans, social values manifested in Kenyans, pride about being Kenyan, diverse

cultures, natural resources and climate in Kenya, and education levels in the country. The aspects

that were of concern included corruption, high prices of essential services and commodities, non-

issue based politics, tribalism and food insecurity.

Kenyans in the Diaspora rated as good the cultural diversity in Kenya, prevailing peace in the

country, natural resources in the country, sporting nature of Kenyans and social values portrayed

2013 National Brand Audit Report vi

by Kenyans. They however, identified poor leadership, corruption, poor planning, food insecurity,

high cost of living, tribalism, unemployment as some of the challenges Kenya is faced with.

The investors’ indicated that Kenya is a destination of choice for potential investors, a country

with great economic prospects, a country with well developed information communication

technology infrastructure, and a country with adequate labour supply. Their concerns included

taxation requirements which they consider not reasonable, poor road network, poor planning,

limited investment in health services, tribalism, insecurity, political instability and high cost of

doing business.

The foreign nationals in Kenya rated as good the economic potential of Kenya and considered the

country a competitive investment destination. They also indicated that Kenyans have good values;

Kenya is a destination of choice for tourists; Kenya is a country with talented people and rich

cultural heritage; they would gladly continue living in or visit Kenya; and that they would

recommend Kenya as a holiday destination to their families and friends. However, they cited non-

issue based politics, poor governance, tribalism and corruption as some of the main issues Kenya

needs to deal with.

To address the issues identified in the survey, the following recommendations are proposed:

1. The Board to consider incorporating various Kenyan cultures in its promotion activities.

2. The Board to consider organizing events to recognize and reward brand ambassadors.

3. Brand Kenya Board could liaise with major exporters of Kenyan products to ensure the

products have a common Kenyan brand as a way of promoting the country.

4. The Board to consider championing initiatives aimed at synchronizing the works of the

various agencies that touch on the branding of the country so as to ensure a common

approach to promotion of the country.

5. The Board, in liaison with other relevant organizations, to consider enhancing campaigns

geared towards promoting positive ethnicity to reduce the level of tribalism in Kenya.

6. The Board should formulate and implement brand ambassador programme that

incorporates the identified brand ambassadors, icons and foreign nationals in Kenya.

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7. The Board to consider creating awareness among the public about its existence and

operations.

8. Relevant government agencies to put in place and fast track implementation of appropriate

policies to address the following:

i. Quality in the education sector. ii. Unemployment.

iii. Health services. iv. Housing. v. Poverty.

9. Relevant government agencies responsible for promotion of agriculture in the country to

craft and enhance implementation of policies geared towards improving agricultural

production.

10. Relevant government agencies need to address the following:

i. Governance in public institutions. ii. Corruption.

11. The government to review the business regulatory framework to ensure conduciveness for

investments.

12. The various rules and regulations pertaining to conduct of politics and management of

political entities in the country need to be implemented fully.

13. Investments in the transport sector need to be enhanced.

14. The government should ensure there is adequate security in the country.

15. The national values need to be disseminated to Kenyans from a tender age through the

education system.

16. Consider promoting inter-cultural activities as a way of enhancing appreciation of other

cultures.

17. Engage the religious leaders, different community leaders, politicians and the media in

promoting cohesion and integration.

18. Enhance linkages with Kenyans in the diaspora and make them brand ambassadors.

It is expected that full implementation of the recommendations made will culminate into an

improved image of the country, both locally and internationally.

2013 National Brand Audit Report 1

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND

1.1.1 Brand Kenya Board

The Brand Kenya Board (BKB) is a State Corporation established in 2008 through Legal Notice

number 38 of 2008 under the State Corporation Act (Cap. 446). The Board’s mandate is to

ensure that an integrated national brand is created, harnessed and sustained in the long term.

Pursuant to this mandate, the legal notice spells out two guiding principle objectives of the Board,

namely:

i. To coordinate initiatives for marketing the country in order to maximize their efficiency;

and

ii. To create and maintain the Kenya brand to identify and distinguish Kenyan products,

services and concepts.

Vision

“To be the lead agency in transforming Kenya into a competitive global brand”

Mission

“To build a strong country brand that fosters national pride patriotism and earns global

recognition and preferences”

Functions of BKB

Establish a brand for Kenya which positions the country optimally in terms of investment,

creditworthiness, tourism and international relations;

Unite Kenyans and provide them with positive information about the country in order to

promote patriotism and national pride;

Establish an integrated approach within government and private sector towards

international marketing of Kenya;


Build national support for the brand within Kenya with the cooperation of the

Government, non-governmental organizations and the private sector;

Promote local products and services to encourage economic transformation;

Encourage commitment to quality and innovation among businesses and people;

Assist different towns and cities in the country to improve their image; and

Undertake measures aimed at improving the international image of Kenya.

1.1.2 The National Brand Audit

The perception of a country both by its nationals and foreigners is largely influenced by its social,

political and economic developments. Countries are indeed products whose identities are values

which need to be designed, packaged and communicated appropriately. There is need for

countries to develop identities and attractions that are distinctive, valid, believable and appealing;

making the country overwhelmingly attractive to the most critical publics.

Over the years countries that have undertaken branding and developed identities and attractions

that are distinctive and appealing have reaped benefits. Some of these benefits may include rise in

quality of life, increase in investments, visitors, and attraction and retention of talent.

Brand Kenya Board has expanded efforts to build the country brand since 2008. As implied in its

mandate, the Board is expected to periodically conduct comprehensive analysis of its perception

and attitudes Kenyans have towards Kenya. The Board therefore commissioned a survey to provide

insights on the progress made in promoting awareness, affinity and desirability of the Kenya Brand

among its stakeholders. The results of the survey will be a key input in reviewing the current

programmes being undertaken by the Board.

1.2 PURPOSE AND OBJECTIVES OF THE ASSIGNMENT

The general purpose of the survey was to establish the perceived image of Kenya brand by the

general public, results of which are to be a key input in reviewing the current programmes being

undertaken by the Board. The following were the specific research objectives;

i. To determine what Kenyans within the country and the Diaspora consider to be the

current strengths and weaknesses of the Kenya brand.


ii. To determine who Kenyans consider to be the key brand ambassadors for the country and

why.

iii. To identify national symbols/icons which are representative of the Kenya Brand.

iv. Provide answers to question “what does the Kenya Brand stand for and what are the

drivers”.

v. To assess what Kenyans expectations and aspirations are especially in the social, economic

and political spheres of the country.

vi. To assess the general perceptions and attitudes towards the General Election, the first

under the current Constitution.

vii. To assess the level of awareness and impact of the ‘Nitakuwepo Campaign’.

viii. To assess the level of awareness of Brand Kenya Board and its perceived role by the general

public.

1.3 CONCEPTUAL FRAMEWORK

A country brand refers to the strategic self-representation of the country or ‘the vehicle’ that can

help a country reach economic and social objectives. A country’s brand is a summation of aspects

such as tourism, exports, governance, people, culture and heritage, investment and

immigration. Kenya brand is a summation of the identity, values and attractions of Kenya that are

distinct, valid, believable and appealing. It is a totality of experiences, attitudes and perceptions

held about Kenya. The brand is the image which comes to mind when Kenya is mentioned.

Due to the importance of country brands, many studies on countries competitiveness have been

undertaken by various organizations. Such studies include the Global Competitiveness Index and

the Travel & Tourism Competitiveness Index by World Economic Forum, Brand Index by

FutureBrand, among others.

The global competitiveness index (GCI) by World Economic Forum in the 2012/13 release

ranked Kenya at position 106 out of 144 countries with a score of 3.7 out of a maximum of 7

points. Kenya’s GCI ranking in the last three releases were as captured in the table below.


GCI 2012-2013 2011-2012 2010-2011 Score (1–7 Higher the better) 3.7 3.8 3.6 Ranking 106/144 102/142 106/139 Table 1: Kenya’s Global Competitiveness Index

The factors that are considered in the GCI also contribute to brand equity. These together with

Kenya rating and score in 2012-2013 and 2011-2012 are captured in Table 2.

Factor 2012-2013 2011-2012 Rank(/144) Score (1-7) Rank(/142) Score (1-7)

Institutions 106 3.4 114 3.3 Infrastructure 103 3.1 103 3.1 Macroeconomic environment 133 3.4 117 4.0 Health and primary education 115 4.6 118 4.5

Higher education and training 100 3.6 94 3.7

Goods market efficiency 93 4.1 80 4.1 Labour market efficiency 39 4.6 37 4.7 Financial market development 24 4.7 26 4.8

Technological research 101 3.3 98 3.3 Market size 75 3.5 77 3.5 Business sophistication 67 4.0 59 4.1 Innovation 50 3.4 52 3.4 Table 2: Kenya’ Scores in the GCI Factors

From the table, there was a major decline in the score for macroeconomic environment from 4.0

in 2011/12 period to 3.4 in the 2012/13 period. The scores for the other factors either remained

constant, increased slightly or decreased slightly.

On travel and tourism, the Travel & Tourism Competitiveness Index 2013 ranks Kenya at

position 96 out of 140 world countries sampled, up from position 103 in 2011. In Sub-Saharan

Africa, the country is ranked at position 8 out of 31 countries. The report recognizes that tourism

is prioritised within the country, with high government spending on the sector and effective

destination marketing campaigns.


The Future Brand’s Country Brand Index 2011 – 2012 report ranked Kenya at 77th position out of

113 countries sampled in the world and position 8 out of 23 countries sampled in Africa. The

attributes evaluated in the Country Brand Index consist of the following:

1. Levels of awareness – knowledge of existence of the country. 2. Familiarity and preference – how well people know the country and its offerings. 3. Preference – how highly do audiences esteem the country. 4. Consideration – is the country considered for a visit, investment or to acquire or consume

its products. 5. Advocacy – do visitors recommend the country to friends, family or colleagues. 6. Decision / Visitation – to what extent do people follow through and visit the country or

establish a commercial relation. 7. Associations and attributes – the qualities that people think of when they hear a country’s

name, read or see images of a location. The associations are evaluated under the following elements: (a) Value System: Political freedom, tolerance, stable legal environment, freedom of

speech, and environmental friendliness. (b) Quality of Life: Most like to live in, education system, healthcare system, standard of

living, safety and job opportunity. (c) Good for Business: Skilled workforce, advanced technology, investment climate and

regulatory environment. (d) Heritage and Culture: Natural beauty, history, art & culture, and authenticity. (e) Tourism: Value for money, resort & lodging options, attractions and Food.

In the Public Policy Journal Issue No.2, a publication of the Institute of Economic Affairs, food

security, youth unemployment and health services are some of the areas identified as requiring

special attention. The Journal identifies that Kenya has experienced regular food shortages and

famine which it attributes to failure to implement planned activities, inadequate funding, poor

leadership, corruption and vested interests. It further states that agricultural productivity in the

country is constrained by a number of factors including cost of inputs, limited extension services,

overdependence on rain fed agriculture, poor livestock husbandry, lack of markets and limited

adoption of technology and innovations.

On youth unemployment, the Journal recognizes the various initiatives that have been

implemented like the Youth Enterprise Fund and the Kazi Kwa Vijana initiative but also states

that there still exists a gap that will need to be bridged. As regards provision of health services, the


Journal indicates that public health spending is not benefitting the poor, and the Government

should seek ways to reach the low income earners in terms of giving them access to quality health

care as a basic requirement.

A country brand index or position in brand ranking indicates the attractiveness of the country.

There are various determinants of that attractiveness. Consequently, it is important to measure

and determine the overall contribution of each determinant to the overall index or ranking

because interventions on those specific determinants will culminate into improvements.

1.4 THE KENYA NATIONAL BRAND AUDIT

A country’ brand being the strategic self-representation of that country or ‘the vehicle’ that can

help the country reach economic and social objectives, many countries world over are striving to

strengthen their brands in order to gain competitive advantage over other countries. Therefore, for

Kenya to remain competitive, the contribution of its image cannot be ignored. In order to

determine the aspects that should be addressed so as to strengthen the country brand, their

measure should be undertaken. Hence a brand audit.

The study to determine the perceived image of Kenya was undertaken between the months of

December, 2012 and March 2013, with data collection being carried out in January and February,

2013. The study targeted Kenyan nationals within the country, Kenyans in the diaspora, foreign

nationals in Kenya, investors (local and international) and key informant institutions.

Some of the limitations of the study include the timing of the data collection and low response

rate from some targeted respondent categories. The months in which data collection was

undertaken were characterised by political campaigns in readiness for the March 4th 2013 general

elections, thus views from some of the respondents may have been influenced by the political

happenings. A low response rate reduces the precision with which the sample represents the

feelings of the entire population.


CHAPTER TWO

RESEARCH METHODS

2.1 SURVEY DESIGN

In carrying out the National Brand Audit, both quantitative and qualitative approaches were

adopted. The methodology entailed holding consultative meetings with the client, documents

review, identification of population of interest, sample design, development and review of data

collection tools, administration of questionnaires, interviews with key informants, focus group

discussions, analysis of data, and preparation of the report. Different questionnaires were

developed for the various categories of respondents. The detailed methodology is as follows:

2.2 POPULATION AND SAMPLING

The survey targeted two population sets namely, primary population and secondary population.

The primary population consisted of Kenyan nationals within the country, whereas secondary

population was made up of local and international investors in Kenya, Kenyans in the diaspora,

foreign nationals in the country and key informant institutions.

A scientific formula was applied in determining a representative sample from each group of

respondents for purposes of conducting the survey. For Kenyans within the country, the survey

targeted those aged 18 years and above. A sample of 2,000 Kenyans within the country was

targeted. The survey targeted 400 Kenyan nationals in the diaspora, 400 local and international

investors in Kenya drawn from different sectors and 400 foreign nationals in Kenya.

2.3 DEVELOPMENT OF DATA COLLECTION TOOLS

Four types of questionnaires were developed to facilitate data collection. Development of the

questionnaires involved review of various documents, discussions with the BKB’s management,

design of draft questionnaires, review by the management, piloting and updating of

questionnaires. The questionnaires utilized both closed-ended and open-ended questions.


Five-point Likert scale was used for the closed- ended questions. The four different questionnaires

and aspects captured in each were as follows:

i). Kenyans living in Kenya questionnaire

Strengths and weaknesses of Kenya

Perception on Kenya’s economy

Perception on Kenya’s politics

Perception on Kenya’s social sphere

Perception and attitude on the 2013 general elections

Prospects and opportunities offered by Kenya

Perception on Kenyans and their values

People considered by the respondent to be Kenya’s ambassadors

People considered by the respondent as Kenya’s image destroyers

Things considered by the respondent to be Kenya’s national symbols

People considered by the respondent as Kenyan icons/heroes

Level of trust for various groups of people

Respondent’s pride about being a Kenyan

Respondent’s likes and dislikes about being Kenyan

Awareness and impact of the “Nitakuwepo campaign”

Awareness and perception of Brand Kenya Board

Respondent’s demographic data

ii). Kenyans in the diaspora questionnaire



Respondent’s attitude towards Kenya

Respondent’s feeling about being a Kenyan

Respondent’s likes and dislikes about being Kenyan

People considered by the respondent to be Kenya’s ambassadors

People considered by the respondent as Kenya’s image destroyers

Things considered by the respondent to be Kenya’s national symbols

People considered by the respondent as Kenyan icons/heroes


Respondent’s perception on Kenya’s areas of excellence and areas of failure

Respondent’s perception of their role in changing Kenya


iii). Foreign nationals in Kenya questionnaire

Awareness, strengths and weaknesses of Kenya

Perception about Kenya’s culture

Perception about Kenyan people and their values

Perception about places in Kenya

Perception about Kenya’s economy

Perception about Kenya’s politics

Expectations about Kenya’s social sphere



iv). Investors’ questionnaire.

Perception about Kenya’s image

Perception about Kenya’s regulatory environment

Perception about Kenya’s infrastructural environment

Perception about Kenya’s human talent

Perception about Kenya’s operating environment

Information sources for investors when researching a new investment destination

Important factors for investors when considering a country to invest in

Kenya’s performance on the important factors for investors when considering a

country to invest in



Further, focus group discussion and key informant interview guides were prepared.


2.4 QUESTIONNAIRES ADMINISTRATION

The approved questionnaires were administered to Kenyans within the country, investors and

foreign nationals in Kenya at their respective locations and online as appropriate. A hybrid of

workplace interviews, street interviews, interviews at entry and exit points to the country, targeting

respondents in social places such as shopping malls, hotels, restaurants and household surveys

were utilized in questionnaire administration.

To avoid biasness in data collection, systematic random sampling technique was used to select the

specific respondents. The samples for Kenyans within, investors and foreign nationals in Kenya

respondent categories were stratified by counties and further by rural and urban areas. For

Kenyans in the diaspora, an online questionnaire was created and the link e-mailed to the

respondents whose contacts were obtained through various sources, namely, embassies,

government agencies and referrals.

To ensure accuracy, qualified research assistants were used. All the research assistants were trained

on the objectives of the assignment and requirements of the specific questions. Further, the

enumerators were assigned supervisors who monitored the data collection process.

2.5 FOCUS GROUP DISCUSSIONS

A focus group discussion was held with selected Kenyans drawn from different organizations and

backgrounds. The discussions were aimed at identifying the weaknesses and strengths of Kenya

brand and the areas that need improvement in order to enhance the image of Kenya.

2.6 KEY INFORMANT INTERVIEWS

Discussions were held with the selected key informants aimed at getting expert insight into

strengths, weaknesses and possible solutions/strategies for enhancing the Kenyan brand. The

discussions were held with representatives of the following organizations:

Kenya Investment Authority;

Exports Processing Zones Authority; and

Vision 2030 Secretariat.


2.7 DATA ANALYSIS

The completed questionnaires were inspected for completeness, coded and the data keyed into

Statistical Package for Social Sciences (SPSS). Descriptive statistics including frequencies, and

proportions were used in the analysis of the data.

A National Brand Index showing how the image of the country was rated by the respondents was

computed. The variables considered in coming up with the brand index were as follows:


Perception on Kenya’s economy

Perception on Kenya’s politics

Perception on Kenya’s social sphere


Perception on Kenyans and their values

Level of trust for various groups of people

Pride about being a Kenyan

Perception about Kenya’s culture

Perception about places in Kenya

Attitude towards Kenya

Perception about Kenya’s regulatory environment

Perception about Kenya’s infrastructural environment

Perception about Kenya’s human talent

Perception about Kenya’s operating environment

In coming up with the National Brand Index, the scores of the variables considered under the

various respondent categories were used. For each respondent category, the rating of each variable

was computed by grouping together the number of respondents who answered to specific

statements under the variable as those who scored the statement at either strongly agree, agree,

neutral, disagree or strongly disagree (with weights of 5, 4, 3, 2 and 1 respectively). The number of

respondents under each of the possible responses to the statement was then multiplied by the scale

weights to obtain the total score for the statement.


For each of the statements, the scores were summed up and divided by the maximum possible

score, which was computed as the total number of respondents to the statement multiplied by five

(5). The formula is as follows:

5

∑ (Rj * Wj) Statement Score (SSi) = j=1

* 100 ∑Rj *5

Where 5

∑ (Rj * Wj) = Overall score for a statement j=1

∑Rj *5 = Maximum possible score for a statement To obtain the rating level (score) for a variable, the scores of the statements under it were summed up and averaged. The formula is as follows: n

Variable Rating Level (VRLi) = ∑ (SSi ) i=1

n

Where n

∑ (SSi ) = Sum of scores of all statements under a variable i=1 n= Number of statements under the variable

An average of the scores for the various variables evaluated for the respondent category was

determined. The averaged scores for the various respondent categories were then summed up and

divided by the number of respondent categories (three categories) to determine the National Brand

Index.

Content analysis was used to analyze qualitative information collected in the survey. The

qualitative information included respondents’ additional comments and recommendations in each

of the sections covered in the questionnaires, as well as variables not utilized in the computation of

the national brand index. The result of the content analysis was used to support the quantitative

data collected in drawing conclusions and recommendations.


For quality control, the questionnaires were inspected for completeness, serialised for

accountability, data entered into a tailor made database with access and input controls that

enhanced accuracy of data entry, and random checks of entered data performed to verify data

accuracy.

The results and findings of the analysis are presented in the chapter that follows. For ease of

presentation, where percentage responses to the various statements are reported, the “strongly

agree” and “agree”, as well as “strongly disagree” and “disagree” as captured in the questionnaires

are combined into one percentage value as “agree” or “disagree” respectively.


CHAPTER THREE

SURVEY FINDINGS

3.1 RESPONSES

The number of respondents for the various categories of targeted groups who participated in the

survey was as depicted in Table 3.

Respondent category Target sample

Number of respondents

Response rate

Kenyan nationals within the country 2,000 1,669 83%

Kenyans in the diaspora 400 36 9% Local investors 300 266 89% International investors 100 56 56% Foreign nationals in the country 400 231 58% Overall response 3,200 2,258 71%

Table 3: Respondents’ Response Rate

The low response rate registered for the Kenyans in the diaspora was mainly due to reluctance of

the respondents to participate in the survey and unavailability of reliable contact database for

Kenyans outside the country.

3.2 RESPONDENTS’ DEMOGRAPHIC DATA

3.2.1 Kenyans within the Country

i. Distribution of Respondents by Region

Respondents from Rift Valley constituted 25% of the total, while those from North Eastern were

7%. The distribution is shown in Figure 1.


Figure 1: Kenyans within the Country Distribution by Region

ii. Distribution of Respondents by Age

Majority of the respondents (55%) were aged between 21 to 34 years whereas those aged 55 years

and above were the least at 3%. The distribution is shown in Figure 2.

Figure 2: Kenyans within the Country Distribution by Age

iii. Distribution of Respondents by Gender

Majority of the respondents (67%) were male while 33% were female. The distribution of the

respondents is shown in Figure 3.


Figure 3: Kenyans within the Country Distribution by Gender

iv. Distribution of Respondents by Highest Level of Education Attained

Many respondents (33%) had diploma or certificate as their highest level of education, whereas

15% were of primary school level. The distribution is shown in Figure 4.

Figure 4: Kenyans within the Country Distribution by Highest Level of Education Attained


3.2.2 Foreign Nationals in Kenya

i. Distribution of Respondents by their Home Country

Table 4 presents the distribution of the respondents by their home country. 6.5% of the

respondents were from Italy, 5.2% from South Sudan while 4.3% were from USA.

Country Frequency Percentage

Afghanistan 1 0.45% Australia 2 0.90% Belgium 3 1.30% Botswana 1 0.40% Canada 2 0.90% China 3 1.30% Congo 9 3.90% Denmark 1 0.45% Ethiopia 2 0.90% France 1 0.45% Gambia 1 0.45% Germany 7 3.00% Ghana 1 0.45% India 6 2.60% Italy 15 6.50% Japan 2 0.90% Nigeria 7 3.00% Norway 1 0.45% Poland 4 1.70% Rwanda 1 0.45% South Sudan 12 5.20% Somalia 7 3.00% South Africa 1 0.45% Sudan 9 3.90% Switzerland 2 0.90% Tanzania 7 3.00% Turkey 1 0.45% Uganda 7 3.00% Ukraine 1 0.45% United Kingdom (UK) 7 3.00% USA 10 4.20% Not indicated 97 42.00% Total 231 100.0%

Table 4: Distribution of Foreign Nationals Respondents by their Home Country

ii. Distribution of Respondents by Age

Thirty nine percent (39%) of the respondents were aged between 21 to 34 years whereas those

aged 20 years and below were the least at 6%. The distribution is shown in Figure 5.


Figure 5: Foreign Nationals in the Country Distribution by Age

iii. Distribution of Respondents by Gender

Majority of the respondents (62%) were male while 38% were female. The distribution is shown in

Figure 6.

Figure 6: Foreign Nationals in the Country Distribution by Gender

iv. Distribution of Respondents by Residence Status

Majority of the respondents (54%) were non-residents whereas 38% were Kenyan residents. The

distribution is shown in Figure 7.

Figure 7: Foreign Nationals in the Country Distribution by Residence Status


3.2.3 Investors in Kenya

i. Distribution Respondents by whether Local or International Investor The distribution of respondents by whether they are a Kenyan or foreign investor is shown in

Figure 8.

Figure 8: Distribution Respondents by whether Local or International Investor

Eighty three percent (83%) were local investors while 17% were international investors.

ii. Distribution of Investor Respondents by Investment Sector

Many of the local investors were from the wholesale and retail sector whereas many of the

international investors were in the manufacturing sector. The distribution is shown in Figure 9.


Figure 9: Respondents’ Distribution by Investment Sector

iii. Distribution of Investor Respondents by Duration of Investment in the Country

The distribution of duration the investors have operated in the country is captured in Figure 10.

Many respondents indicated they have operated in the country for a period ranging from two to

five years.


Figure 10: Distribution by Duration of Investment in Kenya

3.2.4 Kenyan Nationals in the Diaspora

i. Distribution of Kenyans in the Diaspora by Country of Residence

The distribution of Kenyans in the diaspora who participated in the survey by country of residence

is shown in Table 5.

Country Number of respondents Percentage South Sudan 1 3% Finland 1 3% South Korea 1 3% Canada 1 3% Mauritius 1 3% United Kingdom 3 8% UAE 3 8% USA 3 8 % Austria 3 8 % Germany 11 31% Not indicated 8 22% Total 36 100% Table 5: Distribution of Kenyans in the Diaspora Respondents by Country of Residence

ii. Distribution of Kenyans in the Diaspora by Age

The distribution of Kenyans in the diaspora who participated in the survey by age brackets is

captured in Figure 11.


Figure 11: Distribution of Kenyan in the Diaspora Respondents by Age

iii. Distribution of Kenyans in the Diaspora by Gender

The gender distribution of the Kenyans in the diaspora who participated in the survey is captured

in Figure 12. Majority (56%) were male.

Figure 12: Diaspora Respondents Distribution by Gender

iv. Distribution of Kenyans in the Diaspora by Highest level of Education Attained

The highest level of education attained by the Kenyans in the diaspora respondents is shown in

Figure 13. Many respondents indicated they had 1st degree as their highest qualification.

Figure 13: Diaspora Respondents Distribution by Highest Level of Education Attained


3.3 KENYAN NATIONALS WITHIN THE COUNTRY

3.3.1 Rating of elements covered under the various variables

i. Kenya’s economy

The perceptions about Kenya’s economy are captured in Figure 14.

Figure 14: Kenyans within the Country’s Expectations about the Economy

Many of the respondents (80%) indicated that they are inspired to work towards the economic

prosperity of the country while 71% expect an improvement in infrastructure in the country in the

next one year while 61% expect an improved performance in agriculture in the next one year.

However, many of the respondents felt that prices of essential services and commodities were likely

to increase in the next one year, with 57% anticipating increase in the cost of healthcare and 52%

indicating that prices of fuel would rise.


ii. Kenya’s politics The elements evaluated under Kenya’s politics were rated as presented in Figure 15.

Figure 15: Kenyans within the Country’s Perception about the Country’s Politics

Sixty three percent (63%) of the respondents indicated they believe the Kenya Constitution 2010

will be implemented successfully while 14% felt otherwise. As regards the pace of implementation

of the constitution, 55% of the respondents felt it is reasonable while 22% disagreed. Seventy

seven percent (77%) of the respondents felt that implementation of the new constitution will

improve accountability in Kenya.

Majority of the respondents (70%) indicated that there has been an improvement in Kenya’s

governance since the promulgation of the new constitution. Sixty percent (60%) of the

respondents indicated that provision of public services in Kenya is likely to improve in the next

one year while 15% felt otherwise. Many respondents indicated that Kenya politics are full of

propaganda and are tribal (78% for each category).


iii. Trust for people and institutions The respondents’ level of trust for the various people and institutions is captured in Figure 16.

Figure 16: Kenyans within the Country’s Level of Trust for People and Institutions

Religious leaders were the most trusted followed by people from other communities and the media

(64%, 62% and 62% respectively). Politicians were the least trusted followed by the police (20%

and 25% respectively).

iv. Strengths and Weaknesses of Kenya The elements evaluated under strengths and weaknesses of Kenya and respondents’ responses are

as captured in Figure 17.


Table 17: Strengths and Weaknesses of Kenya as rated by Kenyan’s Within the Country

Majority of the respondents indicated that Kenya is a home of great athletes, a country with

talented people, and a country with rich and diverse cultural heritage (96%, 93% and 90%

respectively). The respondents also rated highly the great economic potential of the country, the

sporting nature of Kenyans, strong work ethics in the country and prevailing peace in Kenya (84%,

83%, 63% and 60% respectively).

Aspects that were rated low included corruption, security, food security and political stability.

Majority of the respondents (80%) indicated that Kenya is a country of corrupt people while 32%

stated they do not feel safe living in Kenya. Forty four percent (44%) of the respondents felt that

Kenya is a country of starving people whereas 62% indicated that Kenya is a country characterized

by political chaos.


v. Kenyan’s expectations on social sphere The various responses to aspects covered under the social sphere were as captured in Figure 18.

Figure 18: Kenyans within the Country’s Expectations on the Country’s Social Sphere

All the aspects evaluated were rated favourably by over 50% of the respondents. The aspects that

were rated unfavourably by a substantial percentage of respondents included education sector,

where 25% do not foresee any improvement in the next five years, poverty levels in which 23% do

not expect any reduction, and slums where 20% do not anticipate any upgrading in the next five

years.


vi. Prospects and opportunities in Kenya Kenyans within the country’s perceptions on the prospects and opportunities in the country are

shown in Figure 19.

Figure 19: Kenyans within the Country’s Perceptions on the Prospects and Opportunities in the

Country

The aspects evaluated under prospects and opportunities in Kenya were rated favourably by over

fifty percent of the respondents. However, 29% of the respondents indicated that Kenya does not

offer them opportunities to exploit their talents and realize their full potential.

vii. Kenyan people and values

The responses on perception about Kenyan people and their values are captured in Table 20.

Figure 20: Perception of Kenyans within the country about their values


Most aspects evaluated were rated favourably by over 50% of the respondents. However, 26% of

the respondents indicated that Kenyans are violent as opposed to 49% who felt otherwise. Further,

68% of the respondents felt that Kenyans are tribalistic.

viii. Pride about being a Kenyan

The respondents indicated their level of pride about Kenya as captured in Figure 21.

Figure 21: Kenyans within the country level of pride about Kenya Compared to a previous survey undertaken in 2011 which had pride about being Kenya at 78%,

the level of pride has improved to 85% with only 5% of the respondents indicating they are

ashamed to be Kenyan. The respondents further indicated their beliefs on various aspects as

captured in Table 6.

Number of respondents (n)=1,669

Agree Disagree

Even if given a choice to stay in another country, I would still prefer to stay in Kenya

68% 32%

I work very hard to meet my daily needs 97% 3%

I strive to have the best things in life 98% 2%

I support a local football team 67% 33%

I support a foreign football team 65% 35%

I do not believe in myself 21% 79%

I believe in our traditions and usually follow them 73% 27%

I believe I can be anything that I want to be 94% 6%

Table 6: Kenyans within the country’s level of patriotism and beliefs

All the aspects were rated favourably by the respondents.


The survey also evaluated the likes and dislikes of the respondents about being Kenyan nationals.

The responses are as captured in Table 7.

Likes Dislikes

- Prevailing peace in the country - Resilience nature of Kenyans - Diverse cultures - Sporting nature of Kenyans - Kenyans being polite - Attractive climate and natural resources - Large number of educated people

- High levels of corruption - Joblessness - Dishonesty, especially by politicians - Tribalism - Nepotism - Bad governance - Insecurity

Table 7: Likes and dislikes about being Kenyan national

ix. Key drivers of the Kenyan Brand The survey sought to determine the key areas that if Kenya performed on well then the country’s

brand index will improve. The following key brand drivers were identified:

The country’ natural resources; Patriotism among citizenry; Security levels and peace in the country; Living standards of the citizens; Sports; and Major exports like tea, coffee and flowers.

3.3.2 Perceptions and Attitudes on the 2013 General Elections Kenyans within the country’s perceptions and attitudes on the 2013 general elections are captured

in Table 8.

Number of respondents (n)=1,669

Agree Neutral Disagree Do not know

The 2013 elections will not be tribal based 44% 12% 41% 2.5%

I believe the 2013 elections will be free 71% 17% 10% 2.4%

I believe the 2013 elections will be fair 72% 16% 10% 2.1% I am happy with the systems put in place to ensure that the 2013 elections are successful

82% 10% 7% 1.2%

The electronic voting system is expected to reduce election anomalies/malpractices

82% 10% 6% 1.8%

Table 8: Kenyans within the Country’s Perception and Attitudes on the 2013 General Elections

Whereas 44% believed that the elections would not be tribal based, 41% felt otherwise. Many of

the respondents believed the elections would be free and fair (71% and 72% respectively). Eighty

two percent (82%) of the respondents registered their happiness with the systems put in place to


ensure that the 2013 elections would be successful with a similar percentage indicating they

expected the electronic voting system to reduce election anomalies/malpractices.

Asked whether they thought there would be violence during the general elections, the responses

were as captured in Figure 22. Majority of the respondents indicated that there would be no

violence.

Figure 22: Perception on Whether There will be Violence During General Elections

Probed on why they believed there would either be violence or none, the respondents who

indicated there would be no violence gave their main reasons as being the fact that Kenyans learnt

from the 2007/2008 skirmishes and would not repeat the same mistakes, improvements in the

voting system, increased faith in the judicial system, as well as the fact that a lot of peace missions

had been undertaken by different organizations.

For those who felt there would be violence, the reasons given were that Kenyan people are tribal

which makes other communities not want to accept defeat, and that many youths are jobless and

will do anything to get cash. Asked what they considered to be their role in the 2013 general

elections, the respondents gave varied answers which included:

Voting; Advising colleagues on the importance of participating in the election process; and Preaching peace.


3.3.3 Kenya’s Brand Ambassadors and Brand Destroyers The Kenyans within the country who participated in the survey were asked to name individuals or

groups of people who they consider to be Kenyan brand ambassadors as well as those they consider

to be the country’s image destroyers. The responses are as captured in Tables 9 and 10.

i. Brand ambassadors Individual/Group Reason given

Kenya’s athletics team, e.g. David Rudisha, Ezekiel Kemboi, Pamela Jelimo, Jason Dunford

- They win the country medals - They make Kenya known internationally

Kenya Rugby Team - They make Kenya known internationally Footballers - They behave well Congestina Achieng - Great boxer Kenya Defence Forces - Have been instrumental in promoting peace in Kenya and

internationally Freedom fighters, e.g. Dedan Kimathi, Mau Mau fighters - They liberated the country from colonialism Mwai Kibaki - Growth of economy and infrastructure development

Table 9: Brand Ambassadors

ii. Brand destroyers Individual/Group Reason given

Politicians - Some of them misbehave in public - They are greedy for money

Al shabaab - They threaten national security

Mombasa Republican Council - Dividing coast province

Table 10: Brand Destroyers 3.3.4 Kenya’s National Symbols and Icons Asked the objects, items and places they consider to be Kenya’s national symbols and icons, the

respondents provides varied answers as captured in Tables 11 and 12.

i. National symbols

National symbol Reason Given

National flag - Shows Kenya’s sovereignty

National anthem - Unites Kenyans

Diverse tribes - Provides the country with rich and diverse cultures

Table 11: National Symbols


ii. National icons

National Icon Reason Given

Fort Jesus - Historical site Tsavo national park and other parks - Tourism attraction Coastline - Beautiful beaches that attract tourists Safaricom Company Ltd - Best telecommunication and money transfer services (M-pesa) Mt. Kenya - Tourism attraction Kenya Airways - Is professionally managed and links the country to the world

- The “pride of Africa” slogan is attractive Kobi Fora in Turkana - Tourism attraction

Wangari Maathai - Promoted protection of forests for the benefit of current and future generations

James Mwangi of Equity Bank - Outstanding entrepreneur

Table 12: National Icons

3.3.5 Recall and Impact of the “Nitakuwepo Campaign” The respondents indicated their recall of the “Nitakuwepo campaign” as captured in Figure 23.

Figure 23: Recall of the “Nitakuwepo Campaign”

Many respondents indicated they could not recall the ‘nitakuwepo campaign’, with only 35%

stating they could recall.

The respondents who could recall the campaign indicated how they got to know about it as shown

in Figure 24. A large percentage got to know about the campaign through television

advertisements followed by those who got to know it through radio and newspapers.


Figure 24: Source of Information about the “Nitakuwepo Campaign”

The survey also sought to find out what message the respondents got from the campaign, what

they thought the aim of the campaign was and the impact of the campaign on them. The answers

provided are captured in Table 13.

Message got from the campaign Thought on what the aim of the

campaign was

Impact of the campaign on

respondent

- We are the future and the future is now

- We should unite together for the development of our country

- Participate in agricultural production

- Love, peace and unity - Make my own choice - Fighting for Kenya

- To unite Kenyans - To reconcile Kenyans

after the 2007/8 post poll chaos

- To promote peace among communities living in Kenya

- Motivating Kenyans on agriculture

- Create awareness on patriotism

- That I can because I am Kenyan

- We should take part in building our country

- To be positive in life - To be united with other

Kenyans

Table 13: Views on the “Nitakuwepo Campaign”

The respondents who were aware of the campaign indicated that the period in which the campaign

was aired was adequate. However, some felt that the use of “Nitakuwepo” is futuristic as well as

reactionary rather than being proactive. They made suggestions that may be used in improving the

campaign and other similar campaigns as follows:


(i) Increase the number of such campaigns

(ii) Cover issues affecting Kenyans in such campaigns, e.g. corruption, poverty, insecurity, etc.

(iii) Ensure the campaigns use Kenyans of different social classes so as to be appealing to all,

e.g. Slum residents, hawkers, professionals, sportsmen, musicians, etc.

3.3.6 Awareness and perception of Brand Kenya Board The Kenyan nationals within the country’s responses to whether they were aware of Brand Kenya

Board are captured in Figure 25.

Figure 25: Awareness of Brand Kenya Board

Majority of the respondents indicated they were not aware of the Board. However, the level of

awareness has improved from 14% based on a survey undertaken in 2011 to 37%.

For the respondents who were aware of the Board, the survey sought to determine how they came

to know about the Board. The responses were as captured in Figure 26.


Figure 26: Source of Information about Brand Kenya Board Many respondents got to know Brand Kenya Board through television followed by those who got

to know the Board through radio and newspapers.

On perception about performance of the Board, the ratings of the various statements evaluated are

captured in Figure 27.

Figure 27: Respondents Perception about Performance of BKB

Many of the respondents agreed with the statements evaluated on the performance of Brand

Kenya Board.


3.4 FOREIGN NATIONALS WITHIN THE COUNTRY

i. Kenya’s politics Foreign nationals within the country’s perceptions on the prospects and opportunities in the

country are shown in Figure 28.

Figure 28: Perception of Foreign Nationals in the Country about Kenya’s Politics

Sixty three percent (63%) of the respondents felt that the electronic voting system will reduce

election anomalies/malpractices while 10% felt otherwise. As regards the preparation for election,

61% of the respondents were happy with the systems put in place to ensure that the 2013 elections

are successful while 10% disagreed. However, 48% of the respondents indicated that the country

has poor governance while 20% felt otherwise.


ii. Kenya’s Economy The responses on perception about Kenya’s economy and their values are captured in Figure 29.

Figure 29: Foreign Nationals in the Country Perception about Kenya’s Economy

Many of the respondents (81%) indicated that Kenya has the potential to flourish economically

while 74% felt that Kenya is a competitive investment destination.

iii. Expectations about Kenya’s social sphere Foreign nationals within the country’s responses to their perception about Kenya’s social sphere

are captured in Figure 30.

Figure 30: Foreign Nationals’ Expectations about Kenya’s Social Sphere


Sixty four percent (64%) of the respondents expect that the youth will be more involved in the

development of the country in the next five years while 61% expect an improvement in the

management of the sports talent in Kenya for the country’s benefit in the next five years. Fifty

eight percent (58%) of the respondents believe children’s needs will be given more consideration

in government budgets and plans in the next five years. In addition, 57% of the respondents

indicated that they foresee improvement in the education sector in Kenya in the next five years

while 12% felt otherwise.

iv. People and values The elements evaluated under Kenya’s people and values are captured in Figure 31.

Figure 31: Foreign Nationals in the Country Perception about Kenya’s People and Values

Ninety six percent (96%) of the respondents felt that Kenya is a friendly country while 92%

indicated that Kenyans are hospitable. In addition, 90% of the respondents indicated that

Kenyans are hard working whereas 86% felt that Kenyans are proud about their country. However,

62% of the respondents indicated that Kenyans are tribalistic.


v. Awareness, Strengths and Weaknesses of Kenya Figure 32 captures the elements evaluated under awareness, strengths and weaknesses of Kenya

and how they were rated by the respondents.

Figure 32: Awareness, Strengths and Weaknesses of Kenya as rated by Foreign Nationals in the

Country

Majority of the respondents indicated that Kenya is a home of world renowned athletes, a

destination of choice for tourists, a country with talented people and a country with great

economic potential (97%, 92%, 91% and 91% respectively). The respondents also rated highly the

statements that Kenya is well known to the respondent’s country, Kenya being in good

relationship with respondent’s home country, Kenya being an attractive investment destination

and there being great opportunities for entrepreneurs and investors in Kenya (87%, 86%, 77%

and 77% respectively).


However, 57% of the respondents indicated that Kenya is a country of corrupt people where as

54% indicated that Kenya is a country characterized by political chaos. Thirty seven percent (37%)

of the respondents felt that Kenya is a country of starving people.

vi. Attitudes towards Kenya The aspects evaluated under foreign nationals’ attitudes towards Kenya were rated favourably by

the respondents as presented in Figure 33.

Figure 33: Foreign Nationals in the Country Attitudes towards Kenya

vii. Culture

The foreign nationals’ perceptions about Kenya’s culture are captured in Figure 34. The results

indicate that all the aspects evaluated were rated favourably by over 50% of the respondents.

Figure 34: Foreign Nationals in the Country Perception about Kenya’s Culture


viii. Kenya’s places All the aspects evaluated were rated above 80% by the respondents. The various ratings for aspects

covered under the Kenya’s places are captured in Figure 35.

Figure 35: Foreign Nationals in the Country Perception about Kenya’s Places


3.5 INVESTORS IN KENYA

3.5.1 Rating of Elements Covered Under the Various Variables

i. Kenya’s Perception/Image Table 14 captures the elements evaluated under the investors’ perception/image of Kenya.

Local Investors (n=266) International investors (n=56)



A destination of choice for potential investors

90% 6% 3% 1% 88% 6% 6% 0%

A country with great economic prospects

87% 11% 2% 0% 94% 6% 0% 0%

A competitive investment destination

78% 15% 6% 1% 78% 10% 8% 4%

A country ahead in technology 53% 27% 20% 0% 66% 16% 18% 0%

A country with poor planning 35% 32% 32% 1% 37% 26% 37% 0%

A country of poverty 26% 28% 45% 1% 18% 35% 47% 0%

A dangerous country 16% 21% 61% 2% 14% 29% 57% 0%

A country with poor leadership 53% 24% 23% 0% 56% 26% 16% 2%

A land of opportunities 81% 13% 6% 0% 76% 16% 8% 0%

A peaceful country 65% 22% 12% 1% 65% 21% 12% 2%

A modern country 52% 32% 15% 1% 55% 31% 14% 0%

A country of tribalism 71% 16% 13% 0% 58% 28% 10% 4%

A country with strong culture 68% 21% 10% 1% 68% 14% 16% 2%

Table 14: Investors Perception/Image of Kenya

Many local and international investors rated Kenya as a destination of choice for potential

investors (90% and 88% respectively). Kenya being a country with great economic prospects was

also rated high by 87% of the local investors and 94% of the international investors.

However, most of the respondents rated Kenya as being tribalistic, a country of poor leadership

and a country with poor planning.


ii. Regulatory Environment The investors rating of the Kenyan regulatory environment is captured in Table 15.




The legal requirements for doing business in Kenya are reasonable

48% 19% 31% 2% 55% 14% 31% 0%

Kenya is doing enough to control inflation 30% 24% 39% 7% 39% 28% 29% 4%

The Kenya government is doing enough to stabilize interest rates

29% 25% 38% 8% 33% 32% 29% 6%

Taxation requirements businesses in Kenya are reasonable

25% 16% 57% 2% 34% 20% 46% 0%

The requirements for starting a business in Kenya are reasonable

35% 22% 42% 1% 44% 18% 38% 0%

It is fairly easy to acquire the relevant permits/licenses for conducting business in Kenya

44% 14% 41% 1% 46% 22% 32% 0%

Table 15: Regulatory Environment as rated by Investors Forty eight percent (48%) of the local investors and 55% of the international investors indicated

that the legal requirements of doing business in the country are reasonable. However, many of the

investors felt that the taxation requirements were not reasonable.

iii. Infrastructural Development The investors’ rating of the Kenya’s infrastructural development is captured in Table 16.




Kenya has a developed electronic system for business services e.g. money transfer

90% 8% 2% 0% 84% 8% 4% 4%

Telecommunication systems in Kenya are well developed

75% 19% 6% 0% 73% 17% 10% 0%

Kenya has sufficient ports to facilitate shipping of goods

37% 28% 23% 12% 56% 22% 12% 10%

Kenya has good roads network 37% 35% 28% 0% 48% 28% 22% 2%

Kenya has a good air transport network 45% 32% 12% 11% 56% 24% 10% 10%

Information technology infrastructure in Kenya is developed

63% 24% 11% 2% 67% 13% 18% 2%

There is reliable electricity supply in Kenya 49% 19% 31% 1% 61% 17% 22% 0%

Table 16: Infrastructural Development as rated by Investors Kenya’s electronic system for business services was rated highest by 90% of the local investors and

84% of the international investors, followed by telecommunication systems and information

technology infrastructure rated high by 75% and 63% of the local investors respectively and 73%

and 67% of the international investors respectively. The Country’s road network was rated low by

37% of the local investors and 48% of the international investors.


iv. Kenya’s Human Talent The Investors rating of the Kenyan human talent is shown in Table 17.

Local Investors (n=266) International investors (n=56) Agree Neutral Disagree Do not

know Agree Neutral Disagree Do not

know Kenya has adequate labour supply 78% 10% 12% 0% 82% 8% 8% 2% Kenyan workers are highly talented 75% 17% 7% 1% 72% 20% 8% 0% Kenyan workers are well educated 64% 22% 14% 0% 72% 16% 12% 0% Kenyan workers adapt rapidly to change in the environment

63% 28% 7% 2% 57% 33% 10% 0%

The Kenyan workforce have strong work ethics/ are passionate about their work

62% 21% 15% 2% 71% 21% 8% 0%

Kenyans are innovative and creative 79% 15% 6% 0% 73% 23% 4% 0% Kenya has adequate investment in health services to ensure good health of its work force

37% 26% 36% 1% 60% 17% 21% 2%

Table 17: Kenya’s Human Talent as rated by Investors The country’s labour supply is adequate as indicated by 78% of the local investors and 82% of the

international investors. The level of talent possessed by Kenyan workers was rated high by 75% of

the local investors and 72% of the international investors whereas 79% of the local investors and

73% of international investors stated that Kenyan workers are innovative and creative. However,

many (36%) of the local investors felt there was inadequate investment in health services in Kenya

to ensure good health of its work force whereas 33% of the international investors felt that Kenyan

workers do not adapt rapidly to change in the environment.

v. Operating Environment The investors rating of the Kenya’s operating environment is captured in Table 18.

Local Investors (n=266) International investors (n=56) Agree Neutral Disagree Do not

know Agree Neutral Disagree Do not

know Kenya has an efficient product market 57% 23% 18% 2% 60% 23% 17% 0% The government does not interfere with free trade

38% 24% 36% 2% 51% 26% 23% 0%

Kenya has a developed financial services market 50% 31% 15% 4% 60% 25% 13% 2% Kenya’s financial services market is well regulated to protect investors and other stakeholders

39% 33% 22% 6% 53% 33% 12% 2%

Kenya has a large market that allows firms to exploit economies of scale

51% 28% 15% 6% 51% 25% 22% 2%

Table 18: Kenya’s Operating Environment as rated by Investors

Many local and international investors (57% and 60% respectively) indicated that Kenya has an

efficient product market while 50% of the local investors and 60% of international investors felt

that the country’s financial services are developed. Further, 51% of both local and international


investors indicated that Kenya has large market that allows firms to exploit economies of scale.

However, 36% of the local investors and 23% of international investors felt that the Government

interferes with free trade.

3.5.2 Investors Source of information The sources of information used by investors when researching a new investment opportunity and

their level of importance are captured in Table 19.


Important Neutral Not important

Important Neutral Not important

Newspapers 74% 16% 10% 76% 17% 7%

Financial websites 65% 15% 20% 60% 12% 28%

Professional advisors 58% 16% 26% 69% 8% 23%

Country websites 56% 14% 30% 66% 0% 34%

Investment magazines 66% 15% 19% 71% 20% 9%

Friends and family 58% 18% 24% 50% 20% 30%

Colleagues 62% 15% 23% 47% 12% 41%

Analyst reports 59% 17% 24% 56% 16% 28%

Television 65% 14% 21% 71% 6% 23%

Politicians 23% 13% 64% 30% 9% 61%

Reserve banks 51% 15% 34% 38% 10% 52%

Table 19: Investors’ Rating of the Importance of Source of Information Newspapers had the highest rating as a source of information both for local and international investors. The least rated source of information was politicians at 23% for local investors and 30% for international investors. 3.5.3 Factors Influencing Investors’ Choice of Country for Investment The factors that influence an investor’s choice of country for investment are captured in Table 20.


Important Neutral Not important Important Neutral Not important Political stability 94% 2% 4% 97% 0% 3% Safety/security situation 99% 1% 0% 97% 3% 0% Economic growth potential 97% 2% 1% 100% 0% 0% Travel infrastructure 94% 5% 1% 97% 3% 0% Stability of currency 90% 5% 5% 94% 3% 3% Skill level of workers 82% 14% 4% 89% 8% 3% Conducive tax regime 89% 10% 1% 94% 3% 3% Conducive business regulations 87% 11% 2% 91% 6% 3% Size of the economy 81% 16% 3% 89% 5% 6% Market size 87% 11% 2% 94% 6% 0% Ease of doing business 90% 4% 6% 94% 3% 3% Investor communications 76% 21% 3% 86% 11% 3% Property rights 86% 8% 6% 92% 2% 6% Utilities infrastructure 86% 8% 6% 89% 5% 6% Cost of doing business 91% 5% 4% 97% 3% 0%


Table 20: Factors Influencing Investors Choice of Country for Investment All the factors were rated as important by over 70% of both local and international investors. 3.5.4 Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment

The Country’s performance in factors influencing investors’ choice of country for investment is as

shown in Table 21.


Well Neutral Poor Well Neutral Poor

Political stability 34% 24% 42% 35% 20% 45%

Safety/security situation 23% 29% 48% 29% 20% 51%

Economic growth potential 61% 25% 14% 73% 15% 12%

Travel infrastructure 51% 30% 19% 61% 27% 12%

Technology infrastructure 64% 25% 11% 73% 17% 10%

Stability of currency 33% 42% 25% 52% 33% 15%

Skill level of workers 63% 22% 15% 69% 19% 12%

Conducive tax regime 27% 34% 39% 50% 21% 29%

Conducive business regulations 33% 38% 29% 46% 27% 27%

Size of the economy 56% 32% 12% 70% 19% 11%

Market size 59% 27% 14% 72% 21% 7%

Ease of doing business 41% 36% 23% 55% 32% 13%

Investor communications 41% 43% 16% 63% 24% 13%

Property rights 40% 37% 23% 63% 15% 22%

Utilities infrastructure 41% 34% 25% 61% 16% 23%

Cost of doing business 30% 31% 39% 45% 23% 32%

Table 21: Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment

The international investors rated Kenya’s performance in all the factors higher than the local

investors. The factors rated high by the investors included economic growth potential, technology

infrastructure, economy and market sizes, and skills level of workers.


3.6 KENYAN NATIONALS IN THE DIASPORA

3.6.1 Rating of Elements Covered Under the Various Variables

i. Strengths of Kenya Kenyans in the diaspora’s perceptions on the strengths and weaknesses of Kenya are shown in

Figure 36.

Figure 36: Perception of Kenyans in the Diaspora about Strengths of Kenya

Most of the elements evaluated under Kenya’s strengths were rated positively except for

corruption, leadership, cost of living, planning, and food security.


ii. Prospects for Kenya The responses on perception about Kenya’s prospects are captured in Table 22. The elements were

rated favourably by the respondents.

Number of respondents (n)=36 Agree Neutral Disagree

I believe Kenya has a bright future 91% 3% 6%

Kenya is on course towards achieving the goals of Vision 2030

62% 29% 9%

Table 22: Perception of Kenyans in the Diaspora about the Country’s Prospects

iii. Attitude towards Kenya Kenyans in the diaspora’s responses with regard to their attitude about Kenya are captured in

Table 23.

Number of respondents (n)=36 Agree Neutral Disagree

I am an active ambassador of Kenya in my current country of residence

91% 9% 0%

I desire to return to Kenya 97% 0% 3% I feel more at home in Kenya than in my current country of residence

87% 13% 0%

Table 23: Kenyans in the Diaspora’ Attitude towards Kenya

All the elements evaluated rated Kenya favourably.

iv. Pride about being Kenya The Kenyans in the diaspora’s response with regard to their pride about being Kenyans were as

captured in Figure 37. Many respondents indicated they are proud to be Kenyans.

Figure 37: Kenyans in the Diaspora’s Pride about Being Kenyans


The survey also evaluated the likes and dislikes of the Kenyans in the diaspora about being Kenyan

nationals. The responses are captured in Table 24.

Likes Dislikes

- Being a richly diverse, God fearing and beautiful country

- The weather - Kenyans are known to be hard working - Kenyans are hospitable people - Kenyans are innovative - A peaceful nation - Attractive coastline, wildlife and beautiful sceneries - Kenyan athletes and rugby team

- Corruption - Tribalism - Bad governance - Joblessness

Table 24: Kenyans in the Diaspora’s Likes and Dislikes about being Kenyan National

3.6.2 Kenya’s Ambassadors and Brand destroyers as perceived by Kenyans in the diaspora The Kenyans in the diaspora who participated in the survey were asked to name individuals or

groups of people who they consider to be Kenyan brand ambassadors as well as those they consider

to be the country’s image destroyers. The responses are captured in Table 25.

Brand ambassadors Brand destroyers - Sports people, e.g. Athletes, Kenya rugby

7s team - Kenyans and Kenyan organisations abroad - Anybody with a positive message to the

world about Kenya - Strong women like Martha Karua, the late

Prof. Wangari Maathai - Evans Wadongo who started the 'Mwanga

Bora' initiative - Official government officers sent to

foreign countries - Kenyan companies operating outside

Kenya - Students in foreign countries - The citizens are the primary ambassadors,

because word of mouth is very convincing and first hand believable.

- Musicians like Nameless who sing patriotic songs and promote peace

- Politicians - Beach boys who are being portrayed by media to be very

disturbing when tourist are holidaying in Mombasa - Civil society groups who only expose the weakness of our

country. These groups rarely talk anything positive about Kenya

Table 25: Brand Ambassadors and Destroyers as Provided by Kenyans in the Diaspora


3.6.3 National Symbols and Icons Asked the objects, items and places they consider to be Kenya’s national symbols and icons, the

Kenyans in the diaspora who responded provided varied answers as captured in Table 26.

National symbols National icons

- Nairobi as a business hub - The rich diverse wildlife both animals

and plants, Landscapes (mountains, rift valley, beaches, lakes)

- Our cultural heritage - Our Flag - Kenyatta International Conference

Centre (KICC) - Athletics - Safari boots - Maasai belts - Nyama choma - Kogelo, which is Obama’s ancestral

land

- Ngugi wa Thiong'o - David Rudisha - Paul Tergat - David Kabaka - Wangari Maathai - The Leakey Foundation - Green Belt Movement - Mau Mau veterans - Justice Willy Mutunga - Kenya airways - Kenyan Coffee, Tea, and flowers - MPESA - The rugby team - Jomo Kenyatta

Table 26: National Symbols and Icons as Provided by Kenyans in the Diaspora

3.6.4 Areas where Kenya is excelling as well as Areas it is failing Kenyans in the diaspora indicated areas where Kenya is excelling and those it is failing in as

captured in Table 27.

Areas of excellence Areas of failure

- In terms of communication, Kenya has opened up especially with the internet access. This is a big influence for economic growth

- Infrastructure - Technology - Sports like rugby and athletics - Tourism - Small scale business opportunities for the

youth. The rise of SMEs and ease in obtaining bank loans is great

- Legal environment and the passing of the new constitution

- Too much corruption - Poor politics - Building tribal friendships - Security - Government Accountability - Wildlife poaching - Environmental protection - Quality of education - Health system - Agriculture

Table 27: Kenya’s Areas of Excellence and Failure


3.6.5 Kenyans in the Diaspora’s Perception on Their Roles in Changing Kenya The respondents indicated their roles as captured below:

(i) Entrepreneur. I want to involve the youth more. We forget that the youth is the future of

Kenya and not some old people who still want to clinch to power.

(ii) I want to start a youth ministry.

(iii) I need to be the change I want to see. Every little step counts, one Kenyan at a time.

(iv) Praying for Kenya and impacting others positively.

(v) Researching on better ways to providing affordable energy to rural homes.

(vi) My role in changing Kenya is when every other person is being corrupt I will choose the

right path. When others are tribalistic I will choose to preach unity and stay away from

tribal talk.

(vii) I think tribalism should come to an end and we become one as a country.

(viii) Being a good ambassador of Kenya while outside the country and contribution to socio-

economic progress of Kenya as a result of skills and knowledge gained.

(ix) I encourage Kenyans in the diaspora to gain skills and knowledge they can use when they

return to Kenya.

(x) Encouraging the society to shun bad traditional practices and politics that have caused

stagnation in the development of Kenya.

(xi) Going back home and becoming engaged in development.

(xii) Returning home and help shape the country. I believe I have a future in Kenya from the

skills I have acquired abroad.

(xiii) Investing in Kenya.

(xiv) Preaching peace on facebook and interacting with other tribes from Kenya and discussing

how to build a better Kenya.

(xv) An active participant in objective politics and a marketer of Kenya's natural beauty and

potential.

(xvi) Voting for upright leaders.

(xvii) Being part of the solution and not problem.


3.7 KEY INFORMANT INTERVIEWS FINDINGS

Discussions were held with representatives of the following organizations:

Kenya Investment Authority;

Exports Processing Zones Authority; and

Vision 2030 Secretariat.

The findings of key informant interviews are as follows:

a. The perception of Kenya’s image locally and internationally i The new constitution (2010) and Vision 2030 has promoted the Country’s image locally

and internationally. ii The Country is best placed for investment in East Africa due to accessibility of air and

water transport and qualified human capital.

b. Kenya’s image two weeks to election There was a mixed perception due to the anxiety on the outcome of election by both the local and

international investors. While some investors feared the election would turn up to be chaotic like

in 2007.

c. Kenya’s main selling points i Fairly developed infrastructure e.g. roads, railways, airlines etc; ii Efficiency in the Kenyans ports; iii Power/ energy sector growth; iv Vision 2030 projects; v Availability of services e.g. schools, airlines, lawyers, accountants etc; vi Government initiatives that encourage both local and international investors; vii Kenya’s market accessibility by airlines; viii Availability of qualified and productive labour; and ix Enhanced investor registration processes.

d. The main weaknesses of Kenya’s image that need to be addressed

i Corruption; ii Controls and regulations that discourage investment; and iii High cost of production.


e. Kenya’s Brand Ambassadors and Drivers i Athletes; ii Wildlife; iii Kenyan products like tea and coffee; and iv Mt. Kenya. v Geographical location that allows for connectivity i.e. Kenya is a hub for many countries.

f. Icons or symbols representative of Kenya

i Education institutions; ii National anthem; iii Culture; and iv Politicians.

g. Perception on effectiveness of Brand Kenya

i They have promoted Kenyan products. ii They rallied different institutions that bring Kenyans together. iii They organized Olympic Kenya House in London and this improved Kenya’s image. iv The level of the Board’s awareness is low among Kenyans. v Kenyans do not know how to interact with the Board.

h. General recommendations to improve the Kenyan brand

i The Board should enhance its awareness. ii Brand Kenya Board should liaise with relevant institutions to improve the education sector

and public institutions’ governance.


3.8 FOCUS GROUP DISCUSSION FINDINGS

A focus group discussion was held in Nairobi and brought together Kenyans in formal

employment, those in self employment and the unemployed. The findings are as follows:

a. Awareness of the Board Most of the participants of the focus group discussion indicated they were aware of the Board.

However, many of them stated they did not know the Board’s mandate.

b. Perception of Kenya’s image Below are some of the responses with regard to what comes to mind when Kenya is mentioned:

i. Athletes and rugby. ii. Maasai herdsmen. iii. Safari tours. iv. Colonialism and the Mau Mau fighters. v. Poverty. vi. Tea and coffee.

c. Kenya on the international map The following is how the participants would place Kenya internationally:

i. The economic power of East Africa. ii. Respected due to sports. iii. A country with a long way to go in development, education, economically, and ending

tribalism and inequality. iv. A place to invest in. v. A country of intellectuals.

d. Kenya’s strengths Some of the strengths associated with Kenya as perceived by the participants are as enumerated

below:

i. Natural resources. ii. Diverse cultures. iii. Tourism. iv. Agriculture: coffee and tea. However, the participants cast aspersions as to whether

agriculture is still the backbone of Kenya’s economy given the emergence of other sectors like oil and coal explorations, and under investment in agricultural sector especially in livestock.

v. Sports: athletics and rugby. vi. Kenya Airways. vii. Attitude of Kenyans: aggressive, warm, hospitable.


viii. Best infrastructure in east Africa e.g. hospitals. ix. Growth in democracy.

e. Weaknesses According to the discussions, the following were the Country’s weaknesses:

i. Slums. ii. Corruption. iii. Tribalism. iv. High crime rate v. High poverty level. vi. Poor road network. vii. Poor health services. viii. Inequality in distribution of resources. ix. Unemployment. x. Overdependence on the western countries. xi. Inadequate education system.

f. Brand ambassadors The following were identified as brand ambassadors for Kenya.

i. S.K. Macharia. ii. James Mwangi. iii. Dr. Willy Mutunga. iv. Local film industry. v. Religious leaders. vi. Maasai culture. vii. Cecilia Mwangi of Ahadi Kenya Trust. viii. David Rudisha.

g. Strategies/solutions to help the country On the strategies that could be adopted to help boost Kenyan brand, the discussions yielded the

following:

i. Instil national values from a tender age. ii. Review the education system. iii. Enhance intercultural activities. iv. Review and implement policies that can improve the economy. v. Ensure equal rights and justice. vi. Need for good leadership. vii. Embracing religion.


h. Brand destroyers Politicians were the sole brand destroyers identified by the participants. i. Drivers of the Kenyan brand

i. Natural resources. ii. Patriotism among citizenry. iii. Kenyan exports.

j. Kenyan icons The participants identified the following as Kenyan icons:

i. Safaricom Company. ii. Kenya airways. iii. National parks. iv. Coastal beaches. v. Mt. Kenya. vi. Kenya Commercial Bank. vii. Equity bank. viii. Wangari Maathai. ix. Rugby.

k. Nitakuwepo campaign

Many of the participants were familiar with the campaign. When asked their views on the

Campaign, they had the following responses:

i. The Campaign was about promoting Kenya as one tribe and reconciliation after the 2007/2008 post election violence.

ii. The Campaign was biased as it only showed Kenyans with good living conditions and excluded the poverty stricken citizens.

l. Prospects for Kenya in the next five years Views of the participants were sought regarding what the Country will be like in the next five

years. Most of their views were optimistic except for tribalism and corruption which they believed

would not have changed. Listed below are the issues mentioned.

i. Increase in level of democracy. ii. Growth in representation of minority/disadvantaged groups like youth and women. iii. Growth in economy due to oil discovery iv. Good image of Kenya portrayed after the peaceful elections. v. Improved living standards. vi. Tribalism will still be there. vii. Corruption will not have been curbed.


m. Kenya’s regulatory environment Emanating from the discussions, the business regulatory environment was characterized by:

i. Duplication of processes, procedures and documentation. ii. Challenging for foreigners compared to countries like Rwanda. iii. Very high legal fees. iv. High tax rates. v. Lack of adequate information on financial services. vi. Stringent terms of accessing financial help especially for the low income earners. vii. High cost of energy. viii. Underutilized skills/human talent.

n. General comments

i. Celebrate other tribes apart from the Maasai. ii. Market the Kenyan brand outside the Country. iii. Increase the awareness of the Board and its mandate. iv. Improve their website. v. Promote the national attire. vi. Recognize brand ambassadors.

3.9 OVERALL NATIONAL BRAND INDEX (NBI)

The overall National Brand Index (NBI) was computed at 72% out of a possible 100%. The index

shows how the image of the country was rated by the respondents. Given the low response rate by

the Kenyan nationals in the diaspora, they were not included in the computation of the national

brand index. However, their qualitative comments were taken into consideration when making

recommendations.

In coming up with the overall index, the process discussed under section 2.7 of this report was

followed. For each variable considered under the various respondent categories, statement scores

were determined. In determining score for a variable, the statement scores corresponding to the

variable were summed up and the total divided by the number of statements constituting the

variable. An average of the scores for the various variables evaluated for the respondent category

was then determined. The scores and averages for the various variables considered for each

respondent category are summarised below.


i. Kenyans within the country

Attribute Score Kenya’s economy 62% Kenya’s politics 64% Trust for people and institutions 65% Strengths of Kenya 71% Kenya’s social sphere 73% Prospects and opportunities in Kenya 76% Kenyan people and values 76% Pride about being a Kenyan 84% Average score 71%

Table 28: Scores for Variables Considered for Kenyans within the Country

ii. Investors in Kenya

Attribute Index Regulatory environment 58% Operating environment 67% Kenya's perception/image 70% Infrastructural development 71% Kenya's human talent 74% Average score 68%

Table 29: Scores for Variables Considered for Investors in Kenya

iii. Foreign nationals in Kenya

Attribute Score Kenya's Politics 66% Kenya's Economy 70% Expectation about Kenya's Social Sphere 73% People and values 77% Awareness, Strengths and Weaknesses of Kenya 77% Attitudes towards Kenya 84% Culture 86% Places 89% Average score 78%

Table 30: Scores for Variables Considered for Foreign Nationals in Kenyan


The averaged scores for the three respondent categories were then summed up and divided by the

number of respondent categories (three categories) to determine the National Brand Index.

Summary of the averages and the National Brand Index are captured in Table 31.

Respondent category Average Score

Kenyan nationals within the country 71%

Local and international investors 68% Foreign nationals in Kenya 78% National Brand Index 72%

Table 31: National Brand Index


3.10 SUMMARY OF KEY FINDINGS

From the study, the following key findings are noted:

i. The respondents rated Kenya’s brand at 72%, which can be viewed as good. However, this

index will need to improve so as to enhance the country’s global competitiveness.

ii. Kenyan brand has various key drivers which include the country’ natural resources,

patriotism among citizenry, security levels and peace in the country, living standards of the

citizens, sports, and major exports like tea, coffee and flowers.

iii. The percentage of Kenyans who are proud of their country increased from 78% in 2011 to

85%. Measures will need to be put in place to ensure the people proud of their country do

not lose their pride while at the same time addressing the aspects that make the other

Kenyans feel ashamed of their country.

iv. The aspects that were rated as good for Kenya included improvements in agriculture and

information communication technology infrastructure, social values manifested in

Kenyans, diverse cultures, availability of natural resources and good climate in Kenya, high

education levels in the country, prevailing peace in the country, sports, being a country

with great economic prospects and a country with adequate labour supply.

v. The aspects about Kenya that were of concern included corruption, high prices of essential

services and commodities, non-issue based politics, tribalism, food insecurity, poor

leadership, poor planning, high levels of unemployment, taxation requirements that are

considered not reasonable to investors, poor road network, limited investment in health

services, insecurity, and high cost of doing business.

vi. Despite the challenges noted, Kenyans remained positive that things will improve and

appear to be inspired to work towards economic prosperity of the country.

vii. On trust for people and institutions, religious leaders appeared the most trusted followed

by the media and people from other communities. Politicians were the least trusted

followed by the police.

viii. Kenyans in the diaspora have keen interest in the happenings in Kenya and are interested

in seeing the country prosper.


ix. Investors interested in investment opportunities look for information from multiple

sources.

x. Awareness of existence and operations of Brand Kenya Board among Kenyans has

increased from 14% in 2011 to 37%. However, a lot of awareness creation is still needed.


CHAPTER FOUR

CONCLUSION AND RECOMMENDATIONS

4.1 CONCLUSION

The respondents to the audit rated the country favourably with an overall National Brand Index of

72%. For the Kenyans within, the aspects that are of concern to them were corruption, high prices

of essential services and commodities, non-issue based politics, tribalism and food insecurity.

Kenyans in the diaspora identified poor leadership, corruption, poor planning, food insecurity,

high cost of living, tribalism, unemployment as some of the challenges Kenya is faced with.

The investors’ concerns included taxation requirements which they consider not reasonable, poor

road network, poor planning, limited investment in health services, tribalism, insecurity, political

instability and high costs of doing business. The foreign nationals in Kenya cited non-issue based

politics, poor governance, tribalism and corruption as some of the main issues bedevilling the

country.

4.2 RECOMMENDATIONS

Based on the findings of the National Brand Audit, the overall rating of the Kenyan brand is 72%.

The various groups of respondents to the survey rated the country differently based on attributes

evaluated for each respondent category. Many elements evaluated in the survey were scored high

by the respondents. However, the elements that rated low will need to be dealt with if the

country’s image is to be enhanced.

Emanating from the findings, the following are recommended as possible interventions needed to

improve the national brand index.


Aspect Recommendations

Kenya’s Liveability

1. Relevant government agencies to put in place and fast track implementation of appropriate policies to address the following:

i) Quality in the education sector. ii) Unemployment. iii) Health services. iv) Housing. v) Poverty.

2. Relevant government agencies responsible for promotion of agriculture in the country to craft and enhance implementation of policies geared towards improving agricultural production.

Kenya’s Investability

1. Relevant government agencies need to address the following: i) Governance in public institutions. ii) Corruption.

2. The government to review the business regulatory framework to ensure conduciveness for investments

3. The various rules and regulations pertaining to conduct of politics and management of political entities in the country need to be implemented fully.

4. Investments in the transport sector need to be enhanced.

Kenya’s Visitability

1. The government should ensure there is adequate security in the country.

Kenya’s Visibility 1. The Board to consider incorporating various Kenyan cultures in its promotion activities.

2. The Board to consider organizing events to recognize and reward brand ambassadors.

3. Brand Kenya Board could liaise with major exporters of Kenyan products to ensure the products have a common Kenyan brand as a way of promoting the country.

4. The Board to consider championing initiatives aimed at synchronizing the works of the various agencies that touch on the branding of the country so as to ensure a common approach to promotion of the country.

5. The Board should formulate and implement brand ambassador programme that incorporates the identified brand ambassadors, icons and foreign nationals in Kenya.


National Cohesion and Integration

1. The Board, in liaison with other relevant organizations, to consider enhancing campaigns geared towards promoting positive ethnicity to reduce the level of tribalism in Kenya.

2. The Board to advocate for promotion of dissemination of the national values to Kenyans from a tender age through the education system.

3. Consider promoting inter-cultural activities as a way of enhancing appreciation of other cultures.

4. Engage the religious leaders, different community leaders, politicians and the media in promoting cohesion and integration.

Diaspora Engagement

Enhance linkages with Kenyans in the Diaspora and make them brand ambassadors.

Brand Kenya Board Visibility

The Board to consider creating awareness among the public about its existence and operations.

It is anticipated that implementation of the recommendations will culminate into an improved

image of the country, both locally and internationally. The Board is thus expected to review the

identified issues, in liaison with relevant government agencies, and prioritize them accordingly.

The Board should also develop an implementation plan for the identified issues.


APPENDICES

Appendix I: Kenyan nationals within the country questionnaire

BRAND KENYA BOARD NATIONAL BRAND AUDIT

KENYAN NATIONALS SURVEY QUESTIONNAIRE

Brand Kenya Board (BKB) has contracted VAS Consultants to carry out a national brand audit of Kenya.

VAS is a management consulting firm based in Nairobi. (Website: www.vas.co.ke)

Please take a few minutes to complete this questionnaire. The information you provide will remain

confidential and the results will be analyzed and reported collectively. Your views in combination with

those of others are extremely important in improving the image of Kenya. Thank you for participating in

this survey.

Indicate the extent to which you agree with each of the following statements by putting a tick () against

the most correct response.

Strongly

agree

Agree Neutral Disagree Strongly

disagree

A). STRENGTHS AND WEAKNESSES OF KENYA

1. Kenya is a home of great athletes [ ] [ ] [ ] [ ] [ ]

2. Kenya has a rich and diverse cultural heritage

[ ] [ ] [ ] [ ] [ ]

3. I do not feel safe living in Kenya [ ] [ ] [ ] [ ] [ ]

4. Kenya is a country with corrupt people [ ] [ ] [ ] [ ] [ ]

5. Kenya is a country with talented people [ ] [ ] [ ] [ ] [ ]

6. Kenya is a sporting nation [ ] [ ] [ ] [ ] [ ]

7. Kenya is a peaceful country [ ] [ ] [ ] [ ] [ ]

8. Kenya is a stable country [ ] [ ] [ ] [ ] [ ]

9. Kenya is a country with great economic potential

[ ] [ ] [ ] [ ] [ ]

10. Kenyans have strong work ethics [ ] [ ] [ ] [ ] [ ]

11. Kenya is a country of starving people [ ] [ ] [ ] [ ] [ ]

12. Kenya is a country characterized by political chaos

[ ] [ ] [ ] [ ] [ ]


Strongly

agree


disagree

Please provide your comments on the awareness, strengths and weaknesses of Kenya.

B). KENYA’S ECONOMY

13. I expect a decline in food prices in the next one year

[ ] [ ] [ ] [ ] [ ]

14. I expect a rise in fuel prices in the next one year

[ ] [ ] [ ] [ ] [ ]

15. I anticipate a decrease in the cost of rent in the next one year

[ ] [ ] [ ] [ ] [ ]

16. The prices of clothes are likely to go down [ ] [ ] [ ] [ ] [ ]

17. The cost of health care in the country is likely to increase in the next one year

[ ] [ ] [ ] [ ] [ ]

18. I expect an improvement in infrastructure in the country in the next one year

[ ] [ ] [ ] [ ] [ ]

19. I expect to a decrease in unemployment rates in Kenya in the next one year

[ ] [ ] [ ] [ ] [ ]

20. I expect an improved performance in agriculture in the next one year

[ ] [ ] [ ] [ ] [ ]

21. I am inspired to work towards the economic prosperity of the country

[ ] [ ] [ ] [ ] [ ]

Give your comments on your expectations /inspirations about the Kenyan economy.

C). KENYA’S POLITICS

22. I believe the Kenya Constitution 2010 will be implemented successfully

[ ] [ ] [ ] [ ] [ ]

23. The pace of implementing the Constitution is reasonable

[ ] [ ] [ ] [ ] [ ]

24. The implementation of the new constitution will improve accountability in Kenya

[ ] [ ] [ ] [ ] [ ]

25. Provision of public services in Kenya is likely to improve in the next one year

[ ] [ ] [ ] [ ] [ ]

26. There has been an improvement in Kenya’s governance since the promulgation of the new constitution

[ ] [ ] [ ] [ ] [ ]

27. Kenyan politics are full of propaganda [ ] [ ] [ ] [ ] [ ]

Give any further comments that you may have about your expectations on Kenya’s political outlook.


Strongly

agree


disagree

D). KENYA’S SOCIAL SPHERE

28. I do not foresee any improvement in the education sector in Kenya in the next five years

[ ] [ ] [ ] [ ] [ ]

29. I expect an improvement in healthcare services and dispensaries in Kenya

[ ] [ ] [ ] [ ] [ ]

30. I expect reduction in the levels of poverty [ ] [ ] [ ] [ ] [ ]

31. I believe children needs will be given more consideration in government budgets and plans

[ ] [ ] [ ] [ ] [ ]

32. I expect the youth to be more involved in the development of the country in the next five years

[ ] [ ] [ ] [ ] [ ]

33. I expect an improved management of the sports talent in Kenya for the country’s benefit in the next five years

[ ] [ ] [ ] [ ] [ ]

34. I anticipate slum upgrading in Kenya in the next five years

[ ] [ ] [ ] [ ] [ ]

35. I expect food security in Kenya to improve in the next five years

[ ] [ ] [ ] [ ] [ ]

36. I anticipate improved social harmony in the country

[ ] [ ] [ ] [ ] [ ]

Provide any further comments about your expectations of the country’s social sphere.

E). PERCEPTIONS AND ATTITUDES ON THE 2013 GENERAL ELECTIONS

37. The 2013 elections will not be tribal based [ ] [ ] [ ] [ ] [ ]

38. I believe the 2013 elections will be free [ ] [ ] [ ] [ ] [ ]

39. I believe the 2013 elections will be fair [ ] [ ] [ ] [ ] [ ]

40. I am happy with the systems put in place to ensure that the 2013 elections are successful

[ ] [ ] [ ] [ ] [ ]

41. The electronic voting system is expected to reduce election anomalies/malpractices

[ ] [ ] [ ] [ ] [ ]

42. Do you think there will be a repeat of the 2008 post election crisis in the next general elections? Yes No

Why do you say so?

43. What do you consider to be your role in the 2013 general elections?


Strongly

agree


disagree

Give any further comments on your expectations and perceptions of the 2013 general elections.

F). PROSPECTS AND OPPORTUNITIES

44. I believe Kenya has a bright future [ ] [ ] [ ] [ ] [ ]

45. Kenya is on course towards achieving the goals of Vision 2030

[ ] [ ] [ ] [ ] [ ]

46. Kenya offers me opportunities to exploit my talents and realize my full potential

[ ] [ ] [ ] [ ] [ ]

Give any further comments on Kenya’s prospects and the opportunities that the country offers.

G). PEOPLE AND VALUES [ ] [ ] [ ] [ ] [ ]

47. Kenyans are friendly [ ] [ ] [ ] [ ] [ ]

48. Kenyans are violent [ ] [ ] [ ] [ ] [ ]

49. Kenyans are proud about their country [ ] [ ] [ ] [ ] [ ]

50. Kenyans are hospitable [ ] [ ] [ ] [ ] [ ]

51. Kenyans are open (i.e. to new ideas and cultures)

[ ] [ ] [ ] [ ] [ ]

52. Kenyans are hardworking [ ] [ ] [ ] [ ] [ ]

53. Kenyans are optimistic [ ] [ ] [ ] [ ] [ ]

54. Kenyans are lazy [ ] [ ] [ ] [ ] [ ]

55. Kenyans are resilient [ ] [ ] [ ] [ ] [ ]

56. Kenyans are tribalistic [ ] [ ] [ ] [ ] [ ]

57. Kenyans are entrepreneurial [ ] [ ] [ ] [ ] [ ]

Provide any further comments on Kenyans and the values that define them.


H). KENYA’S ‘AMBASSADORS’ / BRAND DESTROYERS

58. Brand ambassadors a. Name individuals/groups of people who you consider to be the Kenya’s ambassadors? List as many

as possible.

b. Please give your reasons as to why you consider the individual/ groups of people in (a) above to be

Kenya’s ambassadors? 59. Brand destroyers

a. Name any individual/group of people that you consider as Kenya’s image destroyers (having a negative impact on the country’s image)?

b. Why do you consider the individuals/ groups of people mentioned in part (a) as image destroyers?

I). NATIONAL SYMBOLS/ICONS 60. National symbols

a. What (objects, places, items etc) do you consider as national symbols?

b. Why do you consider your answer(s) in part (a) above as a national symbol?


61. National icons a. Name people/institutions/organizations which you consider as Kenyan icons?

b. Why do you consider the people/organizations you have mentioned in part (a) above to be Kenyan icons?

J). TRUST Kindly indicate your level of trust for the following groups of people.

I trust them

completely

I trust them

I neither trust nor distrust

them

I distrust them

I distrust them completely

62. People from other communities 63. Foreigners 64. Foreign investors 65. Politicians 66. People from other races 67. The media 68. The police 69. Religious leaders

K). PRIDE ABOUT BEING A KENYAN Kindly indicate your level of pride about being a Kenyan by ticking one of the following aspects

Tick against the most appropriate response

70. I feel very proud to be Kenyan 71. I feel proud to be Kenyan 72. I feel neither ashamed nor proud to be Kenyan 73. I feel ashamed to be Kenyan 74. I feel very ashamed to be Kenyan


75. What do you like/ dislike about being Kenyan?

L). Indicate whether you agree or disagree with the following statements. (Tick appropriately)

Agree Disagree 76. Even if given a choice to stay in another country, I would

still prefer to stay in Kenya

77. I work very hard to meet my daily needs 78. I strive to have the best things in life 79. I support a local football team 80. I support a foreign football team 81. I do not believe in myself 82. I believe in our traditions and usually follow them 83. I believe I can be anything that I want to be

M). AWARENESS AND IMPACT OF THE ‘NITAKUWEPO CAMPAIGN’ 84. Awareness of the Nitakuwepo Campaign a. I am aware of the Nitakuwepo Campaign

Yes No

b. If your answer in part (a) above is yes, how did you get to know about the Campaign? (Tick the

appropriate source) TV Brand Kenya

Board website

Radio Facebook

You Tube Twitter Other websites

Magazine

From friends/relatives

Newspaper

Billboard advert Flier

85. What message did you get from the Campaign?

86. What do you think was the aim of the Campaign?

Likes Dislikes


87. What was the impact of the campaign on you? 88. Do you think the period in which the campaign was aired was adequate?

89. What do you think the Campaign should have done differently to make it more effective/or any suggestions on improving such campaigns in future?

N). AWARENESS AND PERCEPTION OF BRAND KENYA BOARD 90. Awareness of Brand Kenya Board a. I am aware of Brand Kenya Board

Yes No

b. If your answer in part (a) above is yes, how did you get to know about Brand Kenya Board? (Tick the appropriate source) TV Brand Kenya Board

website Radio Facebook You Tube

Twitter Other websites

Magazine From friends/

relatives Newspaper

Billboard BKB employee

Forum/Activity/ Initiative organized by BKB (where the Board participated)

To be answered by those who are aware of Brand Kenya Board

Strongly

agree


disagree

91. Brand Kenya Board has played a critical role in reducing the negative publicity that Kenya received during the 2007 post poll skirmishes

[ ] [ ] [ ] [ ] [ ]

92. Brand Kenya Board is on the right path towards creating a competitive Kenya

[ ] [ ] [ ] [ ] [ ]


93. The Board has made a positive impact in promoting Kenya as a great country/ showcasing the country’s key strengths

[ ] [ ] [ ] [ ] [ ]

94. The activities/initiatives of Brand Kenya have impacted on my view of Kenya

[ ] [ ] [ ] [ ] [ ]

95. Brand Kenya Board has played a great role in selling Kenya to the rest of the world

[ ] [ ] [ ] [ ] [ ]

Give your comments/suggestions on the work and impact of Brand Kenya Board.

96. What is the first thing that comes to mind when Kenya is mentioned? Beautiful beaches World renowned sportsmen i.e. athletes Wildlife/ beautiful parks Rich culture Warm Kenyan people Museums

High quality exports Conducive business climate Quality education Other

Bio-data 1. County of residence

Baringo Bomet Bungoma Busia Elgeyo/Marakwet Embu Garissa Homa Bay Isiolo Kajiado Kakamega Kericho Kiambu Kilifi Kirinyaga Kisii

Kisumu Kitui Kwale Laikipia Lamu Machakos Makueni Mandera Marsabit Meru Migori Mombasa Muranga Nairobi City Nakuru Nandi

Narok Nyamira Nyandarua Nyeri Samburu Siaya Taita/ Taveta Tana River Tharaka –Nithi Trans Nzoia Turkana Uasin Ngishu Vihiga Wajir West Pokot

Report prepared by VAS Consultants Ltd 75

2. Age 20 years and below 21 to 34 years 35 to 44 years 45 to 54 years 55 years and above

3. Gender

Male Female

4. Highest Level of Education Attained

1st Degree and above

Diploma / Certificate High School Primary School


Appendix II: Kenyan nationals in the Diaspora questionnaire


KENYAN NATIONALS IN THE DIASPORA SURVEY QUESTIONNAIRE

Brand Kenya Board (BKB) has contracted VAS Consultants to carry out a national brand audit of Kenya.

VAS is a management consulting firm based in Nairobi. (Website: www.vas.co.ke)


confidential and the results will be analyzed and reported collectively. Your views in combination with

those of others are extremely important in improving Kenya’s image. Thank you for participating in this

survey.

Indicate the extent to which you agree with each of the following statements by putting a tick () against

the most correct response.

Strongly

agree


disagree

A). STRENGTHS AND WEAKNESSES OF KENYA Which of the descriptions best describes your overall perception of Kenya?

1. An attractive investment destination [ ] [ ] [ ] [ ] [ ]

2. A prosperous nation [ ] [ ] [ ] [ ] [ ]

3. A sporting nation [ ] [ ] [ ] [ ] [ ]

4. A home of great athletes [ ] [ ] [ ] [ ] [ ]

5. A dangerous country [ ] [ ] [ ] [ ] [ ]

6. A country full of corrupt people [ ] [ ] [ ] [ ] [ ]

7. A country with poor leadership [ ] [ ] [ ] [ ] [ ]

8. A country with a rich and diverse cultural heritage

[ ] [ ] [ ] [ ] [ ]

9. A country of diverse talents [ ] [ ] [ ] [ ] [ ]

10. A country open to new ideas [ ] [ ] [ ] [ ] [ ]

11. A country with high cost of living [ ] [ ] [ ] [ ] [ ]

12. A country with great economic potential [ ] [ ] [ ] [ ] [ ]


Strongly

agree


disagree

13. A country whose citizens have strong work ethics

[ ] [ ] [ ] [ ] [ ]

14. A country with poor planning [ ] [ ] [ ] [ ] [ ]

15. A country moving from a bad past [ ] [ ] [ ] [ ] [ ]

16. A country of starving people [ ] [ ] [ ] [ ] [ ]

17. A country characterized by political chaos [ ] [ ] [ ] [ ] [ ]

Please provide your comments on the awareness, strengths and weaknesses of Kenya.

B). PROSPECTS

18. I believe Kenya has a bright future [ ] [ ] [ ] [ ] [ ]

19. Kenya is on course towards achieving the goals of Vision 2030

[ ] [ ] [ ] [ ] [ ]

Give any further comments on Kenya’s prospects and the opportunities that the country offers.

C). ATTITUDE TOWARDS KENYA Strongly

agree


disagree

20. I am an active ambassador of Kenya in my current country of residence

[ ] [ ] [ ] [ ] [ ]

21. I desire to return to Kenya [ ] [ ] [ ] [ ] [ ]

22. I feel more at home in Kenya than in my current country of residence

[ ] [ ] [ ] [ ] [ ]

D). PRIDE ABOUT BEING A KENYAN Which of the following best describes how you feel about being Kenyan? Would you say......

Tick against the most

appropriate response

23. I feel very proud to be Kenyan

24. I feel proud to be Kenyan

25. I feel neither ashamed nor proud to be Kenyan

26. I feel ashamed to be Kenyan

27. I feel very ashamed to be Kenyan


28. What do you like/dislike about being Kenyan?

29. Who do you consider to be Kenya’s ambassadors and why? List as many as possible.

30. Name any individual/group of people you consider as Kenya’s image destroyers (having a negative

impact on the country’s image)? Why

31. What (objects, places, items etc) do you consider as Kenya’s national symbols and why?

32. Name people/institutions/organizations which you consider as Kenyan icons/heroes and why?

33. In what areas do you think Kenya is excelling?

34. In what areas do you think Kenya is failing?

Likes Dislikes


35. What do you consider to be your role in changing Kenya?

Bio-data 5. Country of residence

6. Age

20 years and below 21 to 34 years

35 to 44 years

45 to 54 years 55 years and above

7. Gender

Male Female

8. Highest Level of Education Attained PhD Masters

1st Degree

Diploma / Certificate High School Primary School

9. Reason for living abroad

Education/Studies

Other

Work


Appendix III: Foreign nationals in Kenya questionnaire

BRAND KENYA BOARD

NATIONAL BRAND AUDIT

FOREIGN NATIONALS SURVEY QUESTIONNAIRE

Brand Kenya Board (BKB) has contracted VAS Consultants to carry out a national brand audit of

Kenya. VAS is a management consulting firm based in Nairobi. (Website: www.vas.co.ke)


confidential and the results will be analyzed and reported collectively. Your views in combination

with those of others are extremely important in improving the image of Kenya. Thank you for

participating in this survey.

Indicate the extent to which you agree with each of the following statements by putting a tick

() against the most correct response.

Strongly

agree


disagree

Don’t

know

A). AWARENESS, STRENGTHS AND WEAKNESSES OF KENYA Which one of the following best describes your overall perception of Kenya

1. Well known in my country [ ] [ ] [ ] [ ] [ ] [ ]

2. A destination of choice for tourists [ ] [ ] [ ] [ ] [ ] [ ]

3. An attractive investment destination [ ] [ ] [ ] [ ] [ ] [ ]

4. A land of great opportunity for entrepreneurs and investors

[ ] [ ] [ ] [ ] [ ] [ ]

5. A country of corrupt people [ ] [ ] [ ] [ ] [ ] [ ]

6. A country of starving people [ ] [ ] [ ] [ ] [ ] [ ]

7. A peaceful country [ ] [ ] [ ] [ ] [ ] [ ]

8. A home of world renown athletes [ ] [ ] [ ] [ ] [ ] [ ]

9. A country with talented people [ ] [ ] [ ] [ ] [ ] [ ]

10. A country with great economic potential [ ] [ ] [ ] [ ] [ ] [ ]

11. Kenya has a good relationship with my home country

[ ] [ ] [ ] [ ] [ ] [ ]


Strongly

agree


disagree

Don’t

know

12. Kenyans have strong work ethics [ ] [ ] [ ] [ ] [ ] [ ]

13. A modern country [ ] [ ] [ ] [ ] [ ] [ ]

14. Kenya is a dangerous country [ ] [ ] [ ] [ ] [ ] [ ]

15. Kenya is a country characterized by political chaos

[ ] [ ] [ ] [ ] [ ] [ ]

Please provide your comments on the awareness, strengths and weaknesses of brand Kenya.

B). CULTURE

16. Kenya has a rich cultural heritage [ ] [ ] [ ] [ ] [ ] [ ]

17. Kenya’s has a rich linguistic diversity [ ] [ ] [ ] [ ] [ ] [ ]

18. Kenya has a rich artistic talent [ ] [ ] [ ] [ ] [ ] [ ]

19. Kenya has attractive museums which showcase the country’s cultural heritage

[ ] [ ] [ ] [ ] [ ] [ ]

20. Kenya offers excellent cuisine/ food [ ] [ ] [ ] [ ] [ ] [ ]

Give any further comments on your perception of the Kenyan culture.

C). PEOPLE AND VALUES

21. Kenyans are friendly [ ] [ ] [ ] [ ] [ ] [ ]

22. Kenyans are violent [ ] [ ] [ ] [ ] [ ] [ ]

23. Kenyans are proud about their country [ ] [ ] [ ] [ ] [ ] [ ]

24. Kenyans are hospitable [ ] [ ] [ ] [ ] [ ] [ ]

25. Kenyans are open (i.e. to new ideas and cultures)

[ ] [ ] [ ] [ ] [ ] [ ]

26. Kenyans are hardworking [ ] [ ] [ ] [ ] [ ] [ ]

27. Kenyans are optimistic [ ] [ ] [ ] [ ] [ ] [ ]

28. Kenyans are lazy [ ] [ ] [ ] [ ] [ ] [ ]

29. Kenyans are resilient [ ] [ ] [ ] [ ] [ ] [ ]

30. Kenyans are tribalistic


Strongly

agree


disagree

Don’t

know

Provide any comments on Kenyans and their values.

D). PLACES

31. I feel safe living in/visiting Kenya [ ] [ ] [ ] [ ] [ ] [ ]

32. Kenya is an exciting destination to visit/live in [ ] [ ] [ ] [ ] [ ] [ ]

33. The country has beautiful beaches/ scenery [ ] [ ] [ ] [ ] [ ] [ ]

34. Kenya has an incredible wildlife experience [ ] [ ] [ ] [ ] [ ] [ ]

35. Kenya has scenic vegetation [ ] [ ] [ ] [ ] [ ] [ ]

36. Kenya has beautiful weather [ ] [ ] [ ] [ ] [ ] [ ]

Give any comments about Kenya’s physical attractions.

E). KENYA’S ECONOMY

37. Food prices in Kenya are fair [ ] [ ] [ ] [ ] [ ] [ ]

38. Fuel prices in the country are fair [ ] [ ] [ ] [ ] [ ] [ ]

39. The cost of rent/accommodation in the country are affordable

[ ] [ ] [ ] [ ] [ ] [ ]

40. Prices of clothing are fair [ ] [ ] [ ] [ ] [ ] [ ]

41. The cost of health care in Kenya is affordable [ ] [ ] [ ] [ ] [ ] [ ]

42. Infrastructure in the country are developed [ ] [ ] [ ] [ ] [ ] [ ]

43. The cost of living in Kenya is reasonable [ ] [ ] [ ] [ ] [ ] [ ]

44. Kenya has the potential to flourish economically

[ ] [ ] [ ] [ ] [ ] [ ]

45. Kenya is a competitive investment destination

[ ] [ ] [ ] [ ] [ ] [ ]

Provide any comments on Kenya’s economic outlook.

F). KENYA’S POLITICS

46. Kenyan politics is issue based [ ] [ ] [ ] [ ] [ ] [ ]

47. Kenya has poor governance [ ] [ ] [ ] [ ] [ ] [ ]


Strongly

agree


disagree

Don’t

know

48. The 2013 elections will be issue based instead of tribal/individual based

[ ] [ ] [ ] [ ] [ ] [ ]

49. I believe the 2013 elections will be free [ ] [ ] [ ] [ ] [ ] [ ]

50. I believe the 2013 elections will be fair [ ] [ ] [ ] [ ] [ ] [ ]

51. I believe the 2013 elections will be peaceful [ ] [ ] [ ] [ ] [ ] [ ]

52. I am happy with the systems put in place to ensure that the 2013 elections are successful

[ ] [ ] [ ] [ ] [ ] [ ]

53. The electronic voting system is expected to reduce election anomalies/malpractices

[ ] [ ] [ ] [ ] [ ] [ ]

54. provision of public services in Kenya is likely to improve in the next one year

[ ] [ ] [ ] [ ] [ ] [ ]

Provide any comments on Kenya’s politics.

G). EXPECTATIONS ABOUT KENYA’S SOCIAL SPHERE

55. I do not foresee any improvement in the education sector in Kenya in the next five years

[ ] [ ] [ ] [ ] [ ] [ ]

56. I do not think there will be any improvement in the quality of healthcare services in Kenya in the next five years

[ ] [ ] [ ] [ ] [ ] [ ]

57. I believe gender needs will be given more consideration in government budgets and plans in the next five years

[ ] [ ] [ ] [ ] [ ] [ ]

58. I believe children needs will be given more consideration in government budgets and plans in the next five years

[ ] [ ] [ ] [ ] [ ] [ ]

59. I expect the youth to be more involved in the development of the country in the next five years

[ ] [ ] [ ] [ ] [ ] [ ]

60. I expect an improvement in the management of the sports talent in Kenya for the country’s benefit in the next five years

[ ] [ ] [ ] [ ] [ ] [ ]

61. I anticipate an improvement in housing in Kenya in the next five years

[ ] [ ] [ ] [ ] [ ] [ ]

Provide any further comments about your expectations of Kenya’s social sphere.


Strongly

agree


disagree

Don’t

know

H). ATTITUDES TOWARDS KENYA [ ] [ ] [ ] [ ] [ ] [ ]

62. I would gladly continue living in Kenya/visit Kenya given another chance

[ ] [ ] [ ] [ ] [ ] [ ]

63. I would recommend Kenya as a holiday destination to family/friends

[ ] [ ] [ ] [ ] [ ] [ ]

64. I would recommend Kenya as an investment destination to prospective investors

[ ] [ ] [ ] [ ] [ ] [ ]

65. I consider Kenya to be my second home [ ] [ ] [ ] [ ] [ ] [ ]

Give any further comments on your perception of Kenya.

66. What is the first thing that comes to mind when Kenya is mentioned?

Beautiful beaches World renowned sportsmen i.e. athletes Wildlife/ beautiful parks Rich culture

Warm Kenyan people Museums High quality exports Conducive business climate

Quality education Other


Bio data

1. Home country

2. Age 20 years and below

21 to 34 years 35 to 44 years

45 to 54 years

55 years and above

3. Gender

Male

Female

4. Residence Status

Kenyan Resident Non-Resident


Appendix IV: Investors questionnaire


INVESTORS SURVEY QUESTIONNAIRE

Brand Kenya Board (BKB) has contracted VAS Consultants to carry out a national brand audit of

Kenya. VAS is a management consulting firm based in Nairobi. (Website: www.vas.co.ke)


confidential and the results will be analyzed and reported collectively. Your views in combination

with those of others are extremely important in improving the attractiveness of Kenya as an

investment destination. Thank you for participating in this survey.

Indicate the extent to which you agree with each of the following statements by putting a tick

() against the most correct response.

Strongly

agree


disagree

Don’t

know

A). KENYA’S PERCEPTION/IMAGE Which one of the following descriptions best describes your overall perception of Kenya

1. A destination of choice for potential investors

[ ] [ ] [ ] [ ] [ ] [ ]

2. A country with great economic prospects [ ] [ ] [ ] [ ] [ ] [ ]

3. A competitive investment destination [ ] [ ] [ ] [ ] [ ] [ ]

4. A country ahead in technology [ ] [ ] [ ] [ ] [ ] [ ]

5. A country with poor planning [ ] [ ] [ ] [ ] [ ] [ ]

6. A country of poverty [ ] [ ] [ ] [ ] [ ] [ ]

7. A dangerous country [ ] [ ] [ ] [ ] [ ] [ ]

8. A country with poor leadership [ ] [ ] [ ] [ ] [ ] [ ]

9. A land of opportunities [ ] [ ] [ ] [ ] [ ] [ ]

10. A peaceful country [ ] [ ] [ ] [ ] [ ] [ ]


Strongly

agree


disagree

Don’t

know

11. A modern country [ ] [ ] [ ] [ ] [ ] [ ]

12. A country of tribalism [ ] [ ] [ ] [ ] [ ] [ ]

13. A country with strong culture [ ] [ ] [ ] [ ] [ ] [ ]

Give any further comments about your perception of the Kenya’s image.

B). REGULATORY ENVIRONMENT

14. The legal requirements for doing business in Kenya are reasonable

[ ] [ ] [ ] [ ] [ ] [ ]

15. Kenya is doing enough to control inflation [ ] [ ] [ ] [ ] [ ] [ ]

16. The Kenya government is doing enough to stabilize interest rates

[ ] [ ] [ ] [ ] [ ] [ ]

17. Taxation requirements businesses in Kenya are reasonable

[ ] [ ] [ ] [ ] [ ] [ ]

18. The requirements for starting a business in Kenya are reasonable

[ ] [ ] [ ] [ ] [ ] [ ]

19. It is fairly easy to acquire the relevant permits/licenses for conducting business in Kenya

[ ] [ ] [ ] [ ] [ ] [ ]

Provide any other comments/suggestions on Kenya’s regulatory environment.

C). INFRASTRUCTURAL DEVELOPMENT

20. Kenya has a developed electronic system for business services e.g. money transfer

[ ] [ ] [ ] [ ] [ ] [ ]

21. Telecommunication systems in Kenya are well developed

[ ] [ ] [ ] [ ] [ ] [ ]

22. Kenya has sufficient ports to facilitate shipping of goods

[ ] [ ] [ ] [ ] [ ] [ ]

23. Kenya has good roads network [ ] [ ] [ ] [ ] [ ] [ ]

24. Kenya has a good air transport network [ ] [ ] [ ] [ ] [ ] [ ]

25. Information technology infrastructure in Kenya is developed

[ ] [ ] [ ] [ ] [ ] [ ]

26. There is reliable electricity supply in Kenya [ ] [ ] [ ] [ ] [ ] [ ]

Provide any other comments/suggestions on Kenya’s infrastructural development.


Strongly

agree


disagree

Don’t

know

D). KENYA’S HUMAN TALENT

27. Kenya has adequate labour supply [ ] [ ] [ ] [ ] [ ] [ ]

28. Kenyan workers are highly talented [ ] [ ] [ ] [ ] [ ] [ ]

29. Kenyan workers are well educated [ ] [ ] [ ] [ ] [ ] [ ]

30. Kenyan workers adapt rapidly to change in the environment

[ ] [ ] [ ] [ ] [ ] [ ]

31. The Kenyan workforce have strong work ethics/ are passionate about their work

[ ] [ ] [ ] [ ] [ ] [ ]

32. Kenyans are innovative and creative [ ] [ ] [ ] [ ] [ ] [ ]

33. Kenya has adequate investment in health services to ensure good health of its work force

[ ] [ ] [ ] [ ] [ ] [ ]

Provide any other comments on Kenya’s human talent.

E). OPERATING ENVIRONMENT

34. Kenya has an efficient product market [ ] [ ] [ ] [ ] [ ] [ ]

35. The government does not interfere with free trade

[ ] [ ] [ ] [ ] [ ] [ ]

36. Kenya has a developed financial services market

[ ] [ ] [ ] [ ] [ ] [ ]

37. Kenya’s financial services market is well regulated to protect investors and other stakeholders

[ ] [ ] [ ] [ ] [ ] [ ]

38. Kenya has a large market that allows firms to exploit economies of scale

[ ] [ ] [ ] [ ] [ ] [ ]

Provide your comments about the country’s operating environment.


39. When researching a new investment destination, which information sources do you use? Please select as many as apply.

a. Newspapers b. Financial websites c. Professional advisors d. Country websites e. Investment magazines f. Friends and family g. Colleagues h. Analyst reports i. Television j. Politicians k. Reserve banks l. Other (specify)

40. When considering a country to invest in, how important are the following factors. Kindly tick the most appropriate answer. (To be answered by international investors)

Very important

Important Neutral Somewhat important

Not important

a. Political stability b. Safety/security situation c. Economic growth potential d. Travel infrastructure e. Stability of currency f. Skill level of workers g. Conducive tax regime h. Conducive business regulations

i. Size of the economy j. Market size k. Ease of doing business l. Investor communications m. Property rights n. Utilities infrastructure o. Cost of doing business


41. How well does Kenya perform on each of the following? Very well Well Neutral Poor Very poor 1. Political stability 2. Safety/security situation 3. Economic growth potential 4. Travel infrastructure 5. Technology infrastructure 6. Stability of currency 7. Skill level of workers 8. Conducive tax regime 9. Conducive business regulations 10. Size of the economy 11. Market size 12. Ease of doing business 13. Investor communications 14. Property rights 15. Utilities infrastructure 16. Cost of doing business

Bio- data 1. Investment sector

Agriculture and forestry

Fishing Mining and quarrying Manufacturing Electricity and water

supply Construction

Wholesale and retail trade, repairs

Hotels and restaurants

Transport and communication

Financial intermediation

Real estate, renting and business services

Education Health and social

work Infrastructure ICT

2. Duration of investing in Kenya 0 – 1 year 1 – 5 years 5 – 10 years Over 10 years

3. Category of investor Local International

4. Home country (for international investors)


Appendix V: Kenyan citizens FGD /key informant interview guide

BRAND KENYA BOARD

NATIONAL BRAND AUDIT

FOCUS GROUP DISCUSSION GUIDE /KEY INFORMANT INTERVIEW GUIDE

Kenya brand is a summation of the identity, values and attractions of Kenya that are distinctive,

valid, believable and appealing. It is a totality of experiences, attitudes and perceptions held about

Kenya. The brand is the image which comes to mind when Kenya is mentioned.

1. What is your perception of Kenya’s image locally and internationally? 2. In your opinion, what are Kenya’s main selling points? 3. What do you consider to be the main weaknesses of Kenya’s image? 4. Give your suggestions on measures/strategies that can be adopted to enhance the country’s

attractiveness/image to potential customers (investors, tourists, buyers of Kenya’s exports etc).

5. Who do you consider to be Kenya’s brand ambassadors and why? 6. What does the Kenya Brand stand for and what are the drivers? 7. What symbols/icons do you consider as representative of the Kenya Brand at the national

level? 8. In you assessment, do you think the ‘Nitakuwepo Campaign’ was effective in enhancing

patriotism in Kenyans? 9. Where do you see Kenya in the next 5 years in the following spheres?

Politics Economy Social sphere

10. What are your expectations of the 2013 general elections? 11. Assess the effectiveness of Brand Kenya Board in promoting the country:

Locally Internationally

12. What do you think the Board should do differently? Suggest new strategies the Board could employ.


Appendix VI: List of sampled international investors in Kenya

1. Africa Geosurvey Ltd 2. AIG Insurance 3. AMREF 4. AON Insurance Brokers Ltd 5. Bamburi Cement 6. Baobab Holiday Resort 7. Barclays Bank 8. Bata Shoe Company (Kenya) Ltd 9. Bosky Industries Limited 10. British American Tobacco (K) Ltd 11. British-American Insurance Company 12. Cargill Kenya Ltd 13. CarTrack Kenya Ltd 14. Central Glass Industries Ltd 15. Cisco Systems – Kenya 16. Corn Products Kenya Ltd 17. Delmonte Kenya Limited 18. Deloitte 19. East African breweries limited 20. Ecobank Kenya Ltd 21. Ecolab East Africa 22. Eveready East Africa Ltd 23. Fujifilm Kenya 24. General Motors 25. Global Tea & Commodities 26. Gold Crown Beverages (K) Ltd 27. Good brands Ltd 28. Goodyear Kenya 29. H. Young & Co (EA) Ltd

30. Heifer International 31. Hotel Kipling Sea Lodge 32. Huawei Tech. Investment Co., Ltd 33. Intercontinental Hotel 34. Intertek International Ltd 35. James Finlay (Kenya) Ltd 36. Khetia Drapers Ltd 37. Kings Developers Ltd 38. Kitengela Medical Services 39. Nation Media group 40. Orange-Telcom Kenya 41. Oxford University Press EA 42. Panafrican Equipment Kenya 43. Pollman’s Tours and Safaris 44. Procter and Gamble EA Ltd 45. Samsung Kenya 46. Somak Tours and Travel 47. Star Times Media 48. StratLink 49. Tangaza Money Transfer 50. Techno Brain Kenya 51. Technology Associates 52. Tetra Pak 53. Tour Africa Safaris Ltd 54. Unilever Kenya 55. Van Rees 56. Wrigley Company (East Africa)

Limited

2013 NATIONAL BRAND AUDIT REPORT

Investor Relations

Transcript of 2013 NATIONAL BRAND AUDIT REPORT