Branding Human Capital

April 12, 2021     / / / / / / / / / / / / / / / / / / / /

Always thankful to be among thinkers, policy makers, influencers and decision makers, and on Wednesday December 6th, 2017 at the 27th Annual Martin J Forman Lecture series held at one of the Think Tanks in Washington DC, the President of the World Bank Group Jim Yong Kim was the keynote speaker as the podium has been graced by the likes of the 25th Lecturer Rajiv Shah, then the Senior Advisor at the Chicago Council on Global Affairs and now the President of the Rockfeller Foundation. After attending these series I have learnt that the lecture series was established in honor of…

Branding Aviation: Ethiopian Airlines

May 28, 2020     / / / / / / / / / / / / / / / / / / / /

Country branding is a multilayered approach which requires cross-cultural branding as the aim is to brand the country to improve national reputation, increase product value and enhance the national brand. In the aviation industry, Ethiopian Airlines (ETA) stands as not only Ethiopia’s brand but also as one of the African Brands that is a symbol of pride and economic viability. Ethiopian Airlines contenders such as Royal Air Maroc  ( country branding for Morocco) and Kenya Airways ( Branding Kenya) are also key players due to their regular routes to Europe, North America and other key destinations, bringing tourists, trade, and…