County Branding Program
County Branding is a critical component of Kenya’s branding. It accelerates the level of growth of both County and nation brands. In a world of global trade, investment and our buzzing tourism, the “value” associated with a place is largely dependent on perceptions. People choose to travel or invest in a place based on their own perceptions of the place.
Kenya has fully embraced devolved governance system, after 5 years of devolution. Kenya is already on a higher pedestal in matters devolution with a bigger county budget allocation of KES372.7 Billion in the current 2018/2019 financial year, from KES 210 Billion allocated in 2013/2014 financial year, almost 60 percent increase in five years. This growth in allocation is an indicator that there is potential in counties. This potential can be unlocked further through marketing and branding.
As the country’s branding agency mandated to market Kenya locally and globally, Brand Kenya Board has developed guidelines to assist counties develop strong brands. This is with the belief that a significant component in building a strong nation brand starts with improving geographical hubs (in counties) to make them centers of commerce and industry, which is why it is critical that counties distinguish their county brands and ensure that their image remains valid, authentic, distinct and appealing to stimulate and support economic growth.
The Board has launched a County Branding Index (CBI) for counties that seeks to determine the strength of counties to position themselves as hubs for investments, trade and tourism. The process of developing the branding index involved an assessment of each county’s performance in 47 indicators and 115 sub-indicators spread across various sectors.
County Branding is a journey that will increase prosperity for our counties and ultimately strengthen our nation brand.
Some of the benefits include:
- New markets
- Better and more developed cities and towns
- Improved service delivery
- More trade and investment potential
- Improved living conditions for citizens.