Botswana brand needs review

GABORONE - The Botswana Brand should be reviewed as it is not achieving its intended objective Specially elected MP, Mr Botsalo Ntuane said the Botswana Brand Management Organisation, the company that manages the brand and its envisaged new chief executive, should be mandated to review the whole design and the tag line with the aim to come up with a proper sellable brand.
Speaking in Parliament on Tuesday, Mr Ntuane said most Batswana are not embracing the brand because it is too abstract and complicated.
He argued that the mere fact that it lacks public acceptance shows that it cannot achieve the intended results.
The brand was launched late last year with the tag line opportunity, tranquility beckons.
Mr Ntuane said the tag line is not comparable to Indias Incredible India, Malaysias Truly Asia and South Africas Its possible that he described as very good. He said the brand has proven hard to sell and that a new one is more desirable.
Kanye North MP, Mr Calvin Batsile also questioned the clarity of the brand especially the tag line.
On other issues, Mr Ntuane asked the Minister of Trade and Industry, Mr Neo Moroka, to explain the full details and implications of the Economic Partnership Agreements that are being negotiated between some developing nations such as Botswana and the European Union.
He said the issue of trade negotiations especially the EPAs is very serious and that Parliament needs to be updated regularly particularly in view of the present international economic recession.
His position was supported by Gaborone North MP, Mr Keletso Rakhudu who called for prudence in the negotiation process to avert any undesirable consequences on Botswanas economy.
He cited the introduction of a Free Trade Area in the COMESA region which led to the demise of the Kenya sugar industry.
He said the agreement exposed Kenyan sugar to stiff competition because the negotiations were not proper.
Mr Ntuane also talked about the recently introduced alcohol levy. He said the levy has forced many people out of their jobs and caused businesses such as liquor outlets and butcheries to close down.
He said the alcohol levy impedes on civil liberties and urged the Minister of Trade and Industry to release a report on the effects of the levy on peoples incomes and investments. BOPA