This paper presents insights on how to rebrand a nation with a negatively viewed brand name and identity caused by disaster, atrocity or political upheaval, to stimulate tourism. Following a review of the literature, the authors conceptualise the notion of negatively viewed nation brand and propose a positioning model for rebranding negatively viewed nation brand identity. The study reveals that nation brand association and identity redeployment in post genocide or natural disaster are critical resources for an effective nation rebranding exercise. The study provides insights on how tourism marketers can successfully leverage nation rebranding to stimulate tourism in the aftermath of a disaster. It proposes a theoretical framework for nation rebranding in post atrocity in emerging markets.

Purpose -This paper aims to theorise the concept of corporate brand covenant. Design/methodology/approach -Christian theology is drawn on to define and identify the source of the notion of covenant. Similarly, a review of the literature on the meaning and management of corporate branding is presented. Following a thorough review of the literature, the notion of a corporate brand covenant is conceptualised and discussed. This is firmly supported by a semiotic deconstruction of a corporate advertisement from HSBC. Findings -Six important findings emerged from the study. The first is the Christian theological insight into the notion of covenant. This finding drew the attention of corporate branding academics to the source of this phenomenon. Second, a total of six cardinal principles (initial scenario; a covenanter, a covenant and a covenantee; the covenant is binding on all parties; the covenant is perpetual; the covenant is irreversible; the covenant stems from God and is then handed on to man) were proposed. Third, a template highlighting how the biblical covenant is managed was conceptualised. Fourth, six mandatory components of corporate branding: firm's personality; corporate positioning; interactions; corporate communications; stakeholders; corporate reputation/image; were identified. Fifth, an integrative framework highlighting the points of linkages between the biblical covenant and the corporate brand-oriented covenant was developed. Sixth, a new definition of corporate brand covenant was suggested and supported by a semiotic deconstruction of HSBC's corporate advertising campaign. Research limitations/implications -There is little literature devoted to corporate brand covenant. The majority of works addressing this concept have done so anecdotally. Thus, by addressing this phenomenon via a Christian theological lens, the study solidifies the corporate branding literature, which at the moment lacks a strong foundation in social science theory. Practical implications -Practitioners are encouraged to remember that the successful management of a corporate brand begins with a thorough understanding of what a corporate brand covenant means. An understanding of this concept will enable managers to define and deploy strategies that will promote corporate branding issues. Originality/value -The paper extends the frontiers of existing anecdotal discourse on corporate brand covenant. In so doing, a fuller and more robust understanding of the concept of corporate branding among academics and practitioners is achieved.

No abstract

No abstract

In this article, we explore employment policies and practices in Colonial Nigeria, during a period of planned development, from the late 19th to early 20 th century. We consider the relationship between colonial government, commerce and development of a labour force against the working experiences and growing aspirations of many colonised locals. Our work builds on the ideas of Michel Foucault and in particular the concept of governmentality. We draw on an archive that comprises British government and colonial administrative reports, complimented by a range of official and unofficial documents of the period. The British colonial administrators were not able to enforce governmentalist thinking throughout colonial Nigeria.There was a coexistence of colonial governmentality through waged labour (a non-traditional practice in precolonial Nigeria), sovereign power through localised rule by traditional leaders and slave labour) and forced labour (introduced by the British). The segmentation of the labour force in this way as many locals refused to engage in the waged labour system, and the number of workers needed through the waged labour system was insufficient to support policy targets.In the Lagos area in particular there was concentration of commercial, administrative and waged employment, with Lagos also the main hub for the organisation of labour and the seeds of resistance to colonial governmentality among workers dissatisfied in particular with wage and taxation levels. This article will cover a number of areas including British colonial administration, governmentality, indirect rule, forced and slave labour, waged labour and the creation of labour markets, employment policies and laws, and community and worker resistance, in colonial Nigeria. We also use the Foucaudian approach of the deep archive, which captures the interplay between governmental policy and its outcomes, and accounts of the lived experience, as our method of evaluating our research archive.