Trajectories to Making Botswana a Destination of Choice: An Evaluation of the Current Awareness and Perception Levels

This paper presents findings of a study that evaluated the effectiveness of the Brand Botswana coordinating office in creating brand awareness as well as altering perceptions of the target audiences. The purpose of Brand Botswana is to position Botswana to international audiences as an attractive place to visit, work and invest ( www.bitc.com ). This is achieved through various marketing programs highlighting the country’s assets, including its people, culture, tourist attractions, business potential, exports and its reputation of good governance. The office also attempts to get local audiences to rally behind the brand and raise national pride levels so as to attract appreciation of the country by international communities. Assessment of brand building activities is helpful in understanding a brand’s strengths and weaknesses with a view to focusing future efforts, hence this study. The paper articulates findings of the current perceptions and awareness levels of a public survey conducted in 51 administrative districts of Botswana, across 139 localities covering 1258 individuals. A general conclusion of the study was that 75% respondents were aware of the brand. Perception scores stood at 64% suggesting that the respondents seem not to be clear on the purpose of the brand hence not deriving meaning from it.