Branding Ethiopia
Branding Ethiopia: Opportunities and Challenges
Research Proposal
Presented to
Graduate School of Business Leadership
University of South Africa /UNISA/
In partial fulfillment of the
Requirements for the
MASTERS DEGREE IN BUSINESS LEADERSHIP
By
GETU KEBEDE KIDANE
(43089488)
Study Leader
JH VISSER
July 2010
Addis Ababa, Ethiopia
TABLE OF CONTENTS 1. INTRODUCTION AND BACKGROUND OF THE STUDY 1 1.1. Introduction 1.2. The Ethiopian Contextual Background 1.3. Research Objectives 1.4. Statement of the Problem and Sub-Problems 1.5. Research Propositions 1.6. Delimitation of the Study 1.7. Importance and Potential Benefits
1. THEORETICAL CONCEPTS AND FRAMEWOEKS 12 2.1. Theoretical Concepts Underpinning the Study 2.2. Relevance of Conceptual Frameworks
2. LITERATURE REVIEW 25 3.8. Country Branding Concepts 3.9. Country and Destination Branding Trends 3.10. Other Countries Country Branding Experience 3.11. Best Practices 3.12. The Ethiopian Context: Opportunities and Challenges
3. RESEARCH DESIGN & METHODOLOGY 36 4.13. Research Methodology 4.14. Research Design 4.15. Sampling Frame 4.16. Measuring Instruments 4.17. Data Analysis Techniques
REFERENCES
APPENDICES
GLOSSARY OF TERMS
Abyssinia: The ancient name of Ethiopia
Amharic: One of the local languages of Ethiopia and the working language of the Government of Federal Democratic Republic of Ethiopia
Brand: Product or service plus value that differentiates it from the competition
Country: In this research wherever it is not clearly mentioned, Country is meant to be the country in the case study; i.e., Ethiopia
Gilada Baboun: A species of monkey, endemic to Ethiopia only
Walia Ibex: A highland goat like animal, only found in Ethiopia and under the threat of extinction (believed to be
Research Proposal
Presented to
Graduate School of Business Leadership
University of South Africa /UNISA/
In partial fulfillment of the
Requirements for the
MASTERS DEGREE IN BUSINESS LEADERSHIP
By
GETU KEBEDE KIDANE
(43089488)
Study Leader
JH VISSER
July 2010
Addis Ababa, Ethiopia
TABLE OF CONTENTS 1. INTRODUCTION AND BACKGROUND OF THE STUDY 1 1.1. Introduction 1.2. The Ethiopian Contextual Background 1.3. Research Objectives 1.4. Statement of the Problem and Sub-Problems 1.5. Research Propositions 1.6. Delimitation of the Study 1.7. Importance and Potential Benefits
1. THEORETICAL CONCEPTS AND FRAMEWOEKS 12 2.1. Theoretical Concepts Underpinning the Study 2.2. Relevance of Conceptual Frameworks
2. LITERATURE REVIEW 25 3.8. Country Branding Concepts 3.9. Country and Destination Branding Trends 3.10. Other Countries Country Branding Experience 3.11. Best Practices 3.12. The Ethiopian Context: Opportunities and Challenges
3. RESEARCH DESIGN & METHODOLOGY 36 4.13. Research Methodology 4.14. Research Design 4.15. Sampling Frame 4.16. Measuring Instruments 4.17. Data Analysis Techniques
REFERENCES
APPENDICES
GLOSSARY OF TERMS
Abyssinia: The ancient name of Ethiopia
Amharic: One of the local languages of Ethiopia and the working language of the Government of Federal Democratic Republic of Ethiopia
Brand: Product or service plus value that differentiates it from the competition
Country: In this research wherever it is not clearly mentioned, Country is meant to be the country in the case study; i.e., Ethiopia
Gilada Baboun: A species of monkey, endemic to Ethiopia only
Walia Ibex: A highland goat like animal, only found in Ethiopia and under the threat of extinction (believed to be