2013 NATIONAL BRAND AUDIT REPORT

© May 2013
2013 NATIONAL BRAND AUDIT
REPORT
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2013 National Brand Audit Report i
TABLE OF CONTENTS PAGE
ABBREVIATIONS ............................................................................................................................................... IV
EXECUTIVE SUMMARY...................................................................................................................................... V
CHAPTER ONE: INTRODUCTION....................................................................................................................... 1
1.1 BACKGROUND............................................................................................................................................. 1
1.2 PURPOSE AND OBJECTIVES OF THE ASSIGNMENT............................................................................... 2
1.3 CONCEPTUAL FRAMEWORK..................................................................................................................... 3
1.4 THE KENYA NATIONAL BRAND AUDIT ................................................................................................... 6
CHAPTER TWO: RESEARCH METHODS............................................................................................................. 7
2.1 SURVEY DESIGN........................................................................................................................................... 7
2.2 POPULATION AND SAMPLING................................................................................................................... 7
2.3 DEVELOPMENT OF DATA COLLECTION TOOLS.................................................................................... 7
2.4 QUESTIONNAIRES ADMINISTRATION .................................................................................................. 10
2.5 FOCUS GROUP DISCUSSIONS................................................................................................................. 10
2.6 KEY INFORMANT INTERVIEWS ............................................................................................................... 10
2.7 DATA ANALYSIS.......................................................................................................................................... 11
CHAPTER THREE: SURVEY FINDINGS............................................................................................................. 14
3.1 RESPONSES.................................................................................................................................................. 14
3.2 RESPONDENTS’ DEMOGRAPHIC DATA................................................................................................. 14
3.2.1 Kenyans within the Country...........................................................................................................................................14
3.2.2 Foreign Nationals in Kenya............................................................................................................................................17
3.2.3 Investors in Kenya ..........................................................................................................................................................19
3.2.4 Kenyan Nationals in the Diaspora.................................................................................................................................21
3.3 KENYAN NATIONALS WITHIN THE COUNTRY .................................................................................... 23
3.3.1 Rating of elements covered under the various variables....................................................................................................23
3.3.2 Perceptions and Attitudes on the 2013 General Elections..............................................................................................30
3.3.3 Kenya’s Brand Ambassadors and Brand Destroyers........................................................................................................32
3.3.4 Kenya’s National Symbols and Icons..............................................................................................................................32
3.3.5 Recall and Impact of the “Nitakuwepo Campaign”........................................................................................................33
3.3.6 Awareness and perception of Brand Kenya Board ..........................................................................................................35
3.4 FOREIGN NATIONALS WITHIN THE COUNTRY................................................................................... 37
3.5 INVESTORS IN KENYA ............................................................................................................................... 43
3.5.1 Rating of Elements Covered Under the Various Variables..............................................................................................43
3.5.2 Investors Source of information.......................................................................................................................................46
3.5.3 Factors Influencing Investors’ Choice of Country for Investment.....................................................................................46
3.5.4 Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment................................................47
3.6 KENYAN NATIONALS IN THE DIASPORA............................................................................................... 48
3.6.1 Rating of Elements Covered Under the Various Variables..............................................................................................48
3.6.2 Kenya’s Ambassadors and Brand destroyers as perceived by Kenyans in the diaspora.....................................................50
3.6.3 National Symbols and Icons............................................................................................................................................51
3.6.4 Areas where Kenya is excelling as well as Areas it is failing............................................................................................51
3.6.5 Kenyans in the Diaspora’s Perception on Their Roles in Changing Kenya......................................................................52
3.7 KEY INFORMANT INTERVIEWS FINDINGS............................................................................................ 53
3.8 FOCUS GROUP DISCUSSION FINDINGS................................................................................................ 55
3.9 OVERALL NATIONAL BRAND INDEX (NBI)............................................................................................ 58
3.10 SUMMARY OF KEY FINDINGS................................................................................................................... 61
CHAPTER FOUR: CONCLUSION AND RECOMMENDATIONS........................................................................ 63
4.1 CONCLUSION............................................................................................................................................. 63
4.2 RECOMMENDATIONS............................................................................................................................... 63
APPENDICES ...................................................................................................................................................... 66
APPENDIX I: KENYAN NATIONALS WITHIN THE COUNTRY QUESTIONNAIRE......................................................................... 66
APPENDIX II: KENYAN NATIONALS IN THE DIASPORA QUESTIONNAIRE ............................................................................... 76
APPENDIX III: FOREIGN NATIONALS IN KENYA QUESTIONNAIRE ......................................................................................... 80
APPENDIX IV: INVESTORS QUESTIONNAIRE........................................................................................................................ 86
APPENDIX V: KENYAN CITIZENS FGD /KEY INFORMANT INTERVIEW GUIDE........................................................................ 91
APPENDIX VI: LIST OF SAMPLED INTERNATIONAL INVESTORS IN KENYA.............................................................................. 92

2013 National Brand Audit Report ii
List of Tables
Table 1: Kenya’s Global Competitiveness Index.................................................................................................................. 4
Table 2: Kenya’ Scores in the GCI Factors .......................................................................................................................... 4
Table 3: Respondents’ Response Rate................................................................................................................................14
Table 4: Distribution of Foreign Nationals Respondents by their Home Country..........................................................17
Table 5: Distribution of Kenyans in the Diaspora Respondents by Country of Residence.............................................21
Table 6: Kenyans within the country’s level of patriotism and beliefs..............................................................................29
Table 7: Likes and dislikes about being Kenyan national..................................................................................................30
Table 8: Kenyans within the Country’s Perception and Attitudes on the 2013 General Elections ................................30
Table 9: Brand Ambassadors ..............................................................................................................................................32
Table 10: Brand Destroyers.................................................................................................................................................32
Table 11: National Symbols................................................................................................................................................32
Table 12: National Icons.....................................................................................................................................................33
Table 13: Views on the “Nitakuwepo Campaign”.............................................................................................................34
Table 14: Investors Perception/Image of Kenya...............................................................................................................43
Table 15: Regulatory Environment as rated by Investors.................................................................................................44
Table 16: Infrastructural Development as rated by Investors...........................................................................................44
Table 17: Kenya’s Human Talent as rated by Investors....................................................................................................45
Table 18: Kenya’s Operating Environment as rated by Investors ....................................................................................45
Table 19: Investors’ Rating of the Importance of Source of Information.......................................................................46
Table 20: Factors Influencing Investors Choice of Country for Investment...................................................................47
Table 21: Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment...........................47
Table 22: Perception of Kenyans in the Diaspora about the Country’s Prospects...........................................................49
Table 23: Kenyans in the Diaspora’ Attitude towards Kenya............................................................................................49
Table 24: Kenyans in the Diaspora’s Likes and Dislikes about being Kenyan National..................................................50
Table 25: Brand Ambassadors and Destroyers as Provided by Kenyans in the Diaspora.................................................50
Table 26: National Symbols and Icons as Provided by Kenyans in the Diaspora.............................................................51
Table 27: Kenya’s Areas of Excellence and Failure............................................................................................................51
Table 28: Scores for Variables Considered for Kenyans within the Country...................................................................59
Table 29: Scores for Variables Considered for Investors in Kenya...................................................................................59
Table 30: Scores for Variables Considered for Foreign Nationals in Kenyan..................................................................59
Table 31: National Brand Index.........................................................................................................................................60
List of Figures
Figure 1: Kenyans within the Country Distribution by Region........................................................................................15
Figure 2: Kenyans within the Country Distribution by Age..............................................................................................15
Figure 3: Kenyans within the Country Distribution by Gender .......................................................................................16
Figure 4: Kenyans within the Country Distribution by Highest Level of Education Attained........................................16
Figure 5: Foreign Nationals in the Country Distribution by Age .....................................................................................18
Figure 6: Foreign Nationals in the Country Distribution by Gender...............................................................................18
Figure 7: Foreign Nationals in the Country Distribution by Residence Status................................................................18
Figure 8: Distribution Respondents by whether Local or International Investor ............................................................19
Figure 9: Respondents’ Distribution by Investment Sector...............................................................................................20
Figure 10: Distribution by Duration of Investment in Kenya...........................................................................................21
Figure 11: Distribution of Kenyan in the Diaspora Respondents by Age.........................................................................22
Figure 12: Diaspora Respondents Distribution by Gender...............................................................................................22
Figure 13: Diaspora Respondents Distribution by Highest Level of Education Attained ...............................................22
Figure 14: Kenyans within the Country’s Expectations about the Economy ...................................................................23
Figure 15: Kenyans within the Country’s Perception about the Country’s Politics.........................................................24
Figure 16: Kenyans within the Country’s Level of Trust for People and Institutions......................................................25
Table 17: Strengths and Weaknesses of Kenya as rated by Kenyan’s Within the Country..............................................26
Figure 18: Kenyans within the Country’s Expectations on the Country’s Social Sphere ................................................27
Figure 19: Kenyans within the Country’s Perceptions on the Prospects and Opportunities in the Country.................28

2013 National Brand Audit Report iii
Figure 20: Perception of Kenyans within the country about their values.........................................................................28
Figure 21: Kenyans within the country level of pride about Kenya ..................................................................................29
Figure 22: Perception on Whether There will be Violence During General Elections....................................................31
Figure 23: Recall of the “Nitakuwepo Campaign”.............................................................................................................33
Figure 24: Source of Information about the “Nitakuwepo Campaign”............................................................................34
Figure 25: Awareness of Brand Kenya Board.....................................................................................................................35
Figure 26: Source of Information about Brand Kenya Board...........................................................................................36
Figure 27: Respondents Perception about Performance of BKB ......................................................................................36
Figure 28: Perception of Foreign Nationals in the Country about Kenya’s Politics.........................................................37
Figure 29: Foreign Nationals in the Country Perception about Kenya’s Economy..........................................................38
Figure 30: Foreign Nationals’ Expectations about Kenya’s Social Sphere........................................................................38
Figure 31: Foreign Nationals in the Country Perception about Kenya’s People and Values...........................................39
Figure 32: Awareness, Strengths and Weaknesses of Kenya as rated by Foreign Nationals in the Country...................40
Figure 33: Foreign Nationals in the Country Attitudes towards Kenya............................................................................41
Figure 34: Foreign Nationals in the Country Perception about Kenya’s Culture............................................................41
Figure 35: Foreign Nationals in the Country Perception about Kenya’s Places...............................................................42
Figure 36: Perception of Kenyans in the Diaspora about Strengths of Kenya..................................................................48
Figure 37: Kenyans in the Diaspora’s Pride about Being Kenyans....................................................................................49

2013 National Brand Audit Report iv
ABBREVIATIONS
BKB _ Brand Kenya Board
Board _ Brand Kenya Board
GCI _ Global Competitiveness Index
ICT _ Information Communication Technology
IT _ Information Technology
NBI _ National Brand Index
SPSS _ Statistical Package for Social Sciences

2013 National Brand Audit Report v
EXECUTIVE SUMMARY
Brand Kenya Board is mandated by the Government to build a strong country brand that fosters
national pride, patriotism and earns global recognition and preferences. Towards this, the Board
has been undertaking initiatives to build the Kenyan brand since 2008. In order to assess the level
of progress made towards achieving its mandate, the Board commissioned VAS Consultants
Limited to undertake a National Brand Audit. The objective of the assignment was to establish the
perceived image of Kenya brand by the residents of Kenya and Kenyans in the Diaspora.
Measuring the brand index provides an indication of how successful the Board has been in
branding Kenya and informs the identification and implementation of appropriate initiatives
geared towards improving the Kenyan brand. Further, the index will enable the Board to track
changes over time thus enable evaluation of the impact of various programmes adopted.
The data collection was undertaken in the months of January and February, 2013 and targeted
Kenyan nationals within the country, Kenyans in the Diaspora, foreign nationals in Kenya,
investors (local and international) and key informant institutions. The findings indicate that
national brand index is 72% out of a possible maximum of 100%.
For the Kenyans within, the areas that rated high as good included improvements in agriculture
and infrastructure, inspiration of Kenyans to work towards the economic prosperity of the country,
enhanced accountability as a result of the implementation of the 2010 Constitution, sporting
nature of Kenyans, social values manifested in Kenyans, pride about being Kenyan, diverse
cultures, natural resources and climate in Kenya, and education levels in the country. The aspects
that were of concern included corruption, high prices of essential services and commodities, non-
issue based politics, tribalism and food insecurity.
Kenyans in the Diaspora rated as good the cultural diversity in Kenya, prevailing peace in the
country, natural resources in the country, sporting nature of Kenyans and social values portrayed

2013 National Brand Audit Report vi
by Kenyans. They however, identified poor leadership, corruption, poor planning, food insecurity,
high cost of living, tribalism, unemployment as some of the challenges Kenya is faced with.
The investors’ indicated that Kenya is a destination of choice for potential investors, a country
with great economic prospects, a country with well developed information communication
technology infrastructure, and a country with adequate labour supply. Their concerns included
taxation requirements which they consider not reasonable, poor road network, poor planning,
limited investment in health services, tribalism, insecurity, political instability and high cost of
doing business.
The foreign nationals in Kenya rated as good the economic potential of Kenya and considered the
country a competitive investment destination. They also indicated that Kenyans have good values;
Kenya is a destination of choice for tourists; Kenya is a country with talented people and rich
cultural heritage; they would gladly continue living in or visit Kenya; and that they would
recommend Kenya as a holiday destination to their families and friends. However, they cited non-
issue based politics, poor governance, tribalism and corruption as some of the main issues Kenya
needs to deal with.
To address the issues identified in the survey, the following recommendations are proposed:
1. The Board to consider incorporating various Kenyan cultures in its promotion activities.
2. The Board to consider organizing events to recognize and reward brand ambassadors.
3. Brand Kenya Board could liaise with major exporters of Kenyan products to ensure the
products have a common Kenyan brand as a way of promoting the country.
4. The Board to consider championing initiatives aimed at synchronizing the works of the
various agencies that touch on the branding of the country so as to ensure a common
approach to promotion of the country.
5. The Board, in liaison with other relevant organizations, to consider enhancing campaigns
geared towards promoting positive ethnicity to reduce the level of tribalism in Kenya.
6. The Board should formulate and implement brand ambassador programme that
incorporates the identified brand ambassadors, icons and foreign nationals in Kenya.

2013 National Brand Audit Report vii
7. The Board to consider creating awareness among the public about its existence and
operations.
8. Relevant government agencies to put in place and fast track implementation of appropriate
policies to address the following:
i. Quality in the education sector.
ii. Unemployment.
iii. Health services.
iv. Housing.
v. Poverty.
9. Relevant government agencies responsible for promotion of agriculture in the country to
craft and enhance implementation of policies geared towards improving agricultural
production.
10. Relevant government agencies need to address the following:
i. Governance in public institutions.
ii. Corruption.
11. The government to review the business regulatory framework to ensure conduciveness for
investments.
12. The various rules and regulations pertaining to conduct of politics and management of
political entities in the country need to be implemented fully.
13. Investments in the transport sector need to be enhanced.
14. The government should ensure there is adequate security in the country.
15. The national values need to be disseminated to Kenyans from a tender age through the
education system.
16. Consider promoting inter-cultural activities as a way of enhancing appreciation of other
cultures.
17. Engage the religious leaders, different community leaders, politicians and the media in
promoting cohesion and integration.
18. Enhance linkages with Kenyans in the diaspora and make them brand ambassadors.
It is expected that full implementation of the recommendations made will culminate into an
improved image of the country, both locally and internationally.

2013 National Brand Audit Report 1
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND
1.1.1 Brand Kenya Board
The Brand Kenya Board (BKB) is a State Corporation established in 2008 through Legal Notice
number 38 of 2008 under the State Corporation Act (Cap. 446). The Board’s mandate is to
ensure that an integrated national brand is created, harnessed and sustained in the long term.
Pursuant to this mandate, the legal notice spells out two guiding principle objectives of the Board,
namely:
i. To coordinate initiatives for marketing the country in order to maximize their efficiency;
and
ii. To create and maintain the Kenya brand to identify and distinguish Kenyan products,
services and concepts.
Vision
“To be the lead agency in transforming Kenya into a competitive global brand”
Mission
“To build a strong country brand that fosters national pride patriotism and earns global
recognition and preferences”
Functions of BKB
 Establish a brand for Kenya which positions the country optimally in terms of investment,
creditworthiness, tourism and international relations;
 Unite Kenyans and provide them with positive information about the country in order to
promote patriotism and national pride;
 Establish an integrated approach within government and private sector towards
international marketing of Kenya;

 Build national support for the brand within Kenya with the cooperation of the
Government, non-governmental organizations and the private sector;
 Promote local products and services to encourage economic transformation;
 Encourage commitment to quality and innovation among businesses and people;
 Assist different towns and cities in the country to improve their image; and
 Undertake measures aimed at improving the international image of Kenya.
1.1.2 The National Brand Audit
The perception of a country both by its nationals and foreigners is largely influenced by its social,
political and economic developments. Countries are indeed products whose identities are values
which need to be designed, packaged and communicated appropriately. There is need for
countries to develop identities and attractions that are distinctive, valid, believable and appealing;
making the country overwhelmingly attractive to the most critical publics.
Over the years countries that have undertaken branding and developed identities and attractions
that are distinctive and appealing have reaped benefits. Some of these benefits may include rise in
quality of life, increase in investments, visitors, and attraction and retention of talent.
Brand Kenya Board has expanded efforts to build the country brand since 2008. As implied in its
mandate, the Board is expected to periodically conduct comprehensive analysis of its perception
and attitudes Kenyans have towards Kenya. The Board therefore commissioned a survey to provide
insights on the progress made in promoting awareness, affinity and desirability of the Kenya Brand
among its stakeholders. The results of the survey will be a key input in reviewing the current
programmes being undertaken by the Board.
1.2 PURPOSE AND OBJECTIVES OF THE ASSIGNMENT
The general purpose of the survey was to establish the perceived image of Kenya brand by the
general public, results of which are to be a key input in reviewing the current programmes being
undertaken by the Board. The following were the specific research objectives;
i. To determine what Kenyans within the country and the Diaspora consider to be the
current strengths and weaknesses of the Kenya brand.

ii. To determine who Kenyans consider to be the key brand ambassadors for the country and
why.
iii. To identify national symbols/icons which are representative of the Kenya Brand.
iv. Provide answers to question “what does the Kenya Brand stand for and what are the
drivers”.
v. To assess what Kenyans expectations and aspirations are especially in the social, economic
and political spheres of the country.
vi. To assess the general perceptions and attitudes towards the General Election, the first
under the current Constitution.
vii. To assess the level of awareness and impact of the ‘Nitakuwepo Campaign’.
viii. To assess the level of awareness of Brand Kenya Board and its perceived role by the general
public.
1.3 CONCEPTUAL FRAMEWORK
A country brand refers to the strategic self-representation of the country or ‘the vehicle’ that can
help a country reach economic and social objectives. A country’s brand is a summation of aspects
such as tourism, exports, governance, people, culture and heritage, investment and
immigration. Kenya brand is a summation of the identity, values and attractions of Kenya that are
distinct, valid, believable and appealing. It is a totality of experiences, attitudes and perceptions
held about Kenya. The brand is the image which comes to mind when Kenya is mentioned.
Due to the importance of country brands, many studies on countries competitiveness have been
undertaken by various organizations. Such studies include the Global Competitiveness Index and
the Travel & Tourism Competitiveness Index by World Economic Forum, Brand Index by
FutureBrand, among others.
The global competitiveness index (GCI) by World Economic Forum in the 2012/13 release
ranked Kenya at position 106 out of 144 countries with a score of 3.7 out of a maximum of 7
points. Kenya’s GCI ranking in the last three releases were as captured in the table below.

GCI 2012-2013 2011-2012 2010-2011
Score (1–7 Higher the better) 3.7 3.8 3.6
Ranking 106/144 102/142 106/139
Table 1: Kenya’s Global Competitiveness Index
The factors that are considered in the GCI also contribute to brand equity. These together with
Kenya rating and score in 2012-2013 and 2011-2012 are captured in Table 2.
Factor 2012-2013 2011-2012
Rank(/144) Score (1-7) Rank(/142) Score (1-7)
Institutions 106 3.4 114 3.3
Infrastructure 103 3.1 103 3.1
Macroeconomic environment 133 3.4 117 4.0
Health and primary education 115 4.6 118 4.5
Higher education and training 100 3.6 94 3.7
Goods market efficiency 93 4.1 80 4.1
Labour market efficiency 39 4.6 37 4.7
Financial market development 24 4.7 26 4.8
Technological research 101 3.3 98 3.3
Market size 75 3.5 77 3.5
Business sophistication 67 4.0 59 4.1
Innovation 50 3.4 52 3.4
Table 2: Kenya’ Scores in the GCI Factors
From the table, there was a major decline in the score for macroeconomic environment from 4.0
in 2011/12 period to 3.4 in the 2012/13 period. The scores for the other factors either remained
constant, increased slightly or decreased slightly.
On travel and tourism, the Travel & Tourism Competitiveness Index 2013 ranks Kenya at
position 96 out of 140 world countries sampled, up from position 103 in 2011. In Sub-Saharan
Africa, the country is ranked at position 8 out of 31 countries. The report recognizes that tourism
is prioritised within the country, with high government spending on the sector and effective
destination marketing campaigns.

The Future Brand’s Country Brand Index 2011 – 2012 report ranked Kenya at 77th
position out of
113 countries sampled in the world and position 8 out of 23 countries sampled in Africa. The
attributes evaluated in the Country Brand Index consist of the following:
1. Levels of awareness – knowledge of existence of the country.
2. Familiarity and preference – how well people know the country and its offerings.
3. Preference – how highly do audiences esteem the country.
4. Consideration – is the country considered for a visit, investment or to acquire or consume
its products.
5. Advocacy – do visitors recommend the country to friends, family or colleagues.
6. Decision / Visitation – to what extent do people follow through and visit the country or
establish a commercial relation.
7. Associations and attributes – the qualities that people think of when they hear a country’s
name, read or see images of a location. The associations are evaluated under the following
elements:
(a) Value System: Political freedom, tolerance, stable legal environment, freedom of
speech, and environmental friendliness.
(b) Quality of Life: Most like to live in, education system, healthcare system, standard of
living, safety and job opportunity.
(c) Good for Business: Skilled workforce, advanced technology, investment climate and
regulatory environment.
(d) Heritage and Culture: Natural beauty, history, art & culture, and authenticity.
(e) Tourism: Value for money, resort & lodging options, attractions and Food.
In the Public Policy Journal Issue No.2, a publication of the Institute of Economic Affairs, food
security, youth unemployment and health services are some of the areas identified as requiring
special attention. The Journal identifies that Kenya has experienced regular food shortages and
famine which it attributes to failure to implement planned activities, inadequate funding, poor
leadership, corruption and vested interests. It further states that agricultural productivity in the
country is constrained by a number of factors including cost of inputs, limited extension services,
overdependence on rain fed agriculture, poor livestock husbandry, lack of markets and limited
adoption of technology and innovations.
On youth unemployment, the Journal recognizes the various initiatives that have been
implemented like the Youth Enterprise Fund and the Kazi Kwa Vijana initiative but also states
that there still exists a gap that will need to be bridged. As regards provision of health services, the

Journal indicates that public health spending is not benefitting the poor, and the Government
should seek ways to reach the low income earners in terms of giving them access to quality health
care as a basic requirement.
A country brand index or position in brand ranking indicates the attractiveness of the country.
There are various determinants of that attractiveness. Consequently, it is important to measure
and determine the overall contribution of each determinant to the overall index or ranking
because interventions on those specific determinants will culminate into improvements.
1.4 THE KENYA NATIONAL BRAND AUDIT
A country’ brand being the strategic self-representation of that country or ‘the vehicle’ that can
help the country reach economic and social objectives, many countries world over are striving to
strengthen their brands in order to gain competitive advantage over other countries. Therefore, for
Kenya to remain competitive, the contribution of its image cannot be ignored. In order to
determine the aspects that should be addressed so as to strengthen the country brand, their
measure should be undertaken. Hence a brand audit.
The study to determine the perceived image of Kenya was undertaken between the months of
December, 2012 and March 2013, with data collection being carried out in January and February,
2013. The study targeted Kenyan nationals within the country, Kenyans in the diaspora, foreign
nationals in Kenya, investors (local and international) and key informant institutions.
Some of the limitations of the study include the timing of the data collection and low response
rate from some targeted respondent categories. The months in which data collection was
undertaken were characterised by political campaigns in readiness for the March 4th
2013 general
elections, thus views from some of the respondents may have been influenced by the political
happenings. A low response rate reduces the precision with which the sample represents the
feelings of the entire population.

CHAPTER TWO
RESEARCH METHODS
2.1 SURVEY DESIGN
In carrying out the National Brand Audit, both quantitative and qualitative approaches were
adopted. The methodology entailed holding consultative meetings with the client, documents
review, identification of population of interest, sample design, development and review of data
collection tools, administration of questionnaires, interviews with key informants, focus group
discussions, analysis of data, and preparation of the report. Different questionnaires were
developed for the various categories of respondents. The detailed methodology is as follows:
2.2 POPULATION AND SAMPLING
The survey targeted two population sets namely, primary population and secondary population.
The primary population consisted of Kenyan nationals within the country, whereas secondary
population was made up of local and international investors in Kenya, Kenyans in the diaspora,
foreign nationals in the country and key informant institutions.
A scientific formula was applied in determining a representative sample from each group of
respondents for purposes of conducting the survey. For Kenyans within the country, the survey
targeted those aged 18 years and above. A sample of 2,000 Kenyans within the country was
targeted. The survey targeted 400 Kenyan nationals in the diaspora, 400 local and international
investors in Kenya drawn from different sectors and 400 foreign nationals in Kenya.
2.3 DEVELOPMENT OF DATA COLLECTION TOOLS
Four types of questionnaires were developed to facilitate data collection. Development of the
questionnaires involved review of various documents, discussions with the BKB’s management,
design of draft questionnaires, review by the management, piloting and updating of
questionnaires. The questionnaires utilized both closed-ended and open-ended questions.

Five-point Likert scale was used for the closed- ended questions. The four different questionnaires
and aspects captured in each were as follows:
i). Kenyans living in Kenya questionnaire
 Strengths and weaknesses of Kenya
 Perception on Kenya’s economy
 Perception on Kenya’s politics
 Perception on Kenya’s social sphere
 Perception and attitude on the 2013 general elections
 Prospects and opportunities offered by Kenya
 Perception on Kenyans and their values
 People considered by the respondent to be Kenya’s ambassadors
 People considered by the respondent as Kenya’s image destroyers
 Things considered by the respondent to be Kenya’s national symbols
 People considered by the respondent as Kenyan icons/heroes
 Level of trust for various groups of people
 Respondent’s pride about being a Kenyan
 Respondent’s likes and dislikes about being Kenyan
 Awareness and impact of the “Nitakuwepo campaign”
 Awareness and perception of Brand Kenya Board
 Respondent’s demographic data
ii). Kenyans in the diaspora questionnaire
 Respondent’s attitude towards Kenya
 Respondent’s feeling about being a Kenyan
 Respondent’s likes and dislikes about being Kenyan
 People considered by the respondent to be Kenya’s ambassadors
 People considered by the respondent as Kenya’s image destroyers
 Things considered by the respondent to be Kenya’s national symbols
 People considered by the respondent as Kenyan icons/heroes

 Respondent’s perception on Kenya’s areas of excellence and areas of failure
 Respondent’s perception of their role in changing Kenya
iii). Foreign nationals in Kenya questionnaire
 Awareness, strengths and weaknesses of Kenya
 Perception about Kenya’s culture
 Perception about Kenyan people and their values
 Perception about places in Kenya
 Perception about Kenya’s economy
 Perception about Kenya’s politics
 Expectations about Kenya’s social sphere
iv). Investors’ questionnaire.
 Perception about Kenya’s image
 Perception about Kenya’s regulatory environment
 Perception about Kenya’s infrastructural environment
 Perception about Kenya’s human talent
 Perception about Kenya’s operating environment
 Information sources for investors when researching a new investment destination
 Important factors for investors when considering a country to invest in
 Kenya’s performance on the important factors for investors when considering a
country to invest in
Further, focus group discussion and key informant interview guides were prepared.

2.4 QUESTIONNAIRES ADMINISTRATION
The approved questionnaires were administered to Kenyans within the country, investors and
foreign nationals in Kenya at their respective locations and online as appropriate. A hybrid of
workplace interviews, street interviews, interviews at entry and exit points to the country, targeting
respondents in social places such as shopping malls, hotels, restaurants and household surveys
were utilized in questionnaire administration.
To avoid biasness in data collection, systematic random sampling technique was used to select the
specific respondents. The samples for Kenyans within, investors and foreign nationals in Kenya
respondent categories were stratified by counties and further by rural and urban areas. For
Kenyans in the diaspora, an online questionnaire was created and the link e-mailed to the
respondents whose contacts were obtained through various sources, namely, embassies,
government agencies and referrals.
To ensure accuracy, qualified research assistants were used. All the research assistants were trained
on the objectives of the assignment and requirements of the specific questions. Further, the
enumerators were assigned supervisors who monitored the data collection process.
2.5 FOCUS GROUP DISCUSSIONS
A focus group discussion was held with selected Kenyans drawn from different organizations and
backgrounds. The discussions were aimed at identifying the weaknesses and strengths of Kenya
brand and the areas that need improvement in order to enhance the image of Kenya.
2.6 KEY INFORMANT INTERVIEWS
Discussions were held with the selected key informants aimed at getting expert insight into
strengths, weaknesses and possible solutions/strategies for enhancing the Kenyan brand. The
discussions were held with representatives of the following organizations:
 Kenya Investment Authority;
 Exports Processing Zones Authority; and
 Vision 2030 Secretariat.

2.7 DATA ANALYSIS
The completed questionnaires were inspected for completeness, coded and the data keyed into
Statistical Package for Social Sciences (SPSS). Descriptive statistics including frequencies, and
proportions were used in the analysis of the data.
A National Brand Index showing how the image of the country was rated by the respondents was
computed. The variables considered in coming up with the brand index were as follows:
 Perception on Kenya’s economy
 Perception on Kenya’s politics
 Perception on Kenya’s social sphere
 Perception on Kenyans and their values
 Level of trust for various groups of people
 Pride about being a Kenyan
 Perception about Kenya’s culture
 Perception about places in Kenya
 Attitude towards Kenya
 Perception about Kenya’s regulatory environment
 Perception about Kenya’s infrastructural environment
 Perception about Kenya’s human talent
 Perception about Kenya’s operating environment
In coming up with the National Brand Index, the scores of the variables considered under the
various respondent categories were used. For each respondent category, the rating of each variable
was computed by grouping together the number of respondents who answered to specific
statements under the variable as those who scored the statement at either strongly agree, agree,
neutral, disagree or strongly disagree (with weights of 5, 4, 3, 2 and 1 respectively). The number of
respondents under each of the possible responses to the statement was then multiplied by the scale
weights to obtain the total score for the statement.

For each of the statements, the scores were summed up and divided by the maximum possible
score, which was computed as the total number of respondents to the statement multiplied by five
(5). The formula is as follows:
5
∑(Rj * Wj)
Statement Score (SSi) = j=1
* 100
∑Rj *5
Where 5
∑(Rj * Wj) = Overall score for a statement
j=1
∑Rj *5 = Maximum possible score for a statement
To obtain the rating level (score) for a variable, the scores of the statements under it were summed
up and averaged. The formula is as follows:
n
Variable Rating Level (VRLi) = ∑(SSi )
i=1
n
Where n
∑(SSi ) = Sum of scores of all statements under a variable
i=1
n= Number of statements under the variable
An average of the scores for the various variables evaluated for the respondent category was
determined. The averaged scores for the various respondent categories were then summed up and
divided by the number of respondent categories (three categories) to determine the National Brand
Index.
Content analysis was used to analyze qualitative information collected in the survey. The
qualitative information included respondents’ additional comments and recommendations in each
of the sections covered in the questionnaires, as well as variables not utilized in the computation of
the national brand index. The result of the content analysis was used to support the quantitative
data collected in drawing conclusions and recommendations.

For quality control, the questionnaires were inspected for completeness, serialised for
accountability, data entered into a tailor made database with access and input controls that
enhanced accuracy of data entry, and random checks of entered data performed to verify data
accuracy.
The results and findings of the analysis are presented in the chapter that follows. For ease of
presentation, where percentage responses to the various statements are reported, the “strongly
agree” and “agree”, as well as “strongly disagree” and “disagree” as captured in the questionnaires
are combined into one percentage value as “agree” or “disagree” respectively.

CHAPTER THREE
SURVEY FINDINGS
3.1 RESPONSES
The number of respondents for the various categories of targeted groups who participated in the
survey was as depicted in Table 3.
Respondent category Target
sample
Number of
respondents
Response rate
Kenyan nationals within the country 2,000 1,669 83%
Kenyans in the diaspora 400 36 9%
Local investors 300 266 89%
International investors 100 56 56%
Foreign nationals in the country 400 231 58%
Overall response 3,200 2,258 71%
Table 3: Respondents’ Response Rate
The low response rate registered for the Kenyans in the diaspora was mainly due to reluctance of
the respondents to participate in the survey and unavailability of reliable contact database for
Kenyans outside the country.
3.2 RESPONDENTS’ DEMOGRAPHIC DATA
3.2.1 Kenyans within the Country
i. Distribution of Respondents by Region
Respondents from Rift Valley constituted 25% of the total, while those from North Eastern were
7%. The distribution is shown in Figure 1.

Figure 1: Kenyans within the Country Distribution by Region
ii. Distribution of Respondents by Age
Majority of the respondents (55%) were aged between 21 to 34 years whereas those aged 55 years
and above were the least at 3%. The distribution is shown in Figure 2.
Figure 2: Kenyans within the Country Distribution by Age
iii. Distribution of Respondents by Gender
Majority of the respondents (67%) were male while 33% were female. The distribution of the
respondents is shown in Figure 3.

Figure 3: Kenyans within the Country Distribution by Gender
iv. Distribution of Respondents by Highest Level of Education Attained
Many respondents (33%) had diploma or certificate as their highest level of education, whereas
15% were of primary school level. The distribution is shown in Figure 4.
Figure 4: Kenyans within the Country Distribution by Highest Level of Education Attained

3.2.2 Foreign Nationals in Kenya
i. Distribution of Respondents by their Home Country
Table 4 presents the distribution of the respondents by their home country. 6.5% of the
respondents were from Italy, 5.2% from South Sudan while 4.3% were from USA.
Country Frequency Percentage
Afghanistan 1 0.45%
Australia 2 0.90%
Belgium 3 1.30%
Botswana 1 0.40%
Canada 2 0.90%
China 3 1.30%
Congo 9 3.90%
Denmark 1 0.45%
Ethiopia 2 0.90%
France 1 0.45%
Gambia 1 0.45%
Germany 7 3.00%
Ghana 1 0.45%
India 6 2.60%
Italy 15 6.50%
Japan 2 0.90%
Nigeria 7 3.00%
Norway 1 0.45%
Poland 4 1.70%
Rwanda 1 0.45%
South Sudan 12 5.20%
Somalia 7 3.00%
South Africa 1 0.45%
Sudan 9 3.90%
Switzerland 2 0.90%
Tanzania 7 3.00%
Turkey 1 0.45%
Uganda 7 3.00%
Ukraine 1 0.45%
United Kingdom (UK) 7 3.00%
USA 10 4.20%
Not indicated 97 42.00%
Total 231 100.0%
Table 4: Distribution of Foreign Nationals Respondents by their Home Country
ii. Distribution of Respondents by Age
Thirty nine percent (39%) of the respondents were aged between 21 to 34 years whereas those
aged 20 years and below were the least at 6%. The distribution is shown in Figure 5.

Figure 5: Foreign Nationals in the Country Distribution by Age
iii. Distribution of Respondents by Gender
Majority of the respondents (62%) were male while 38% were female. The distribution is shown in
Figure 6.
Figure 6: Foreign Nationals in the Country Distribution by Gender
iv. Distribution of Respondents by Residence Status
Majority of the respondents (54%) were non-residents whereas 38% were Kenyan residents. The
distribution is shown in Figure 7.
Figure 7: Foreign Nationals in the Country Distribution by Residence Status

3.2.3 Investors in Kenya
i. Distribution Respondents by whether Local or International Investor
The distribution of respondents by whether they are a Kenyan or foreign investor is shown in
Figure 8.
Figure 8: Distribution Respondents by whether Local or International Investor
Eighty three percent (83%) were local investors while 17% were international investors.
ii. Distribution of Investor Respondents by Investment Sector
Many of the local investors were from the wholesale and retail sector whereas many of the
international investors were in the manufacturing sector. The distribution is shown in Figure 9.

Figure 9: Respondents’ Distribution by Investment Sector
iii. Distribution of Investor Respondents by Duration of Investment in the Country
The distribution of duration the investors have operated in the country is captured in Figure 10.
Many respondents indicated they have operated in the country for a period ranging from two to
five years.

Figure 10: Distribution by Duration of Investment in Kenya
3.2.4 Kenyan Nationals in the Diaspora
i. Distribution of Kenyans in the Diaspora by Country of Residence
The distribution of Kenyans in the diaspora who participated in the survey by country of residence
is shown in Table 5.
Country Number of respondents Percentage
South Sudan 1 3%
Finland 1 3%
South Korea 1 3%
Canada 1 3%
Mauritius 1 3%
United Kingdom 3 8%
UAE 3 8%
USA 3 8 %
Austria 3 8 %
Germany 11 31%
Not indicated 8 22%
Total 36 100%
Table 5: Distribution of Kenyans in the Diaspora Respondents by Country of Residence
ii. Distribution of Kenyans in the Diaspora by Age
The distribution of Kenyans in the diaspora who participated in the survey by age brackets is
captured in Figure 11.

Figure 11: Distribution of Kenyan in the Diaspora Respondents by Age
iii. Distribution of Kenyans in the Diaspora by Gender
The gender distribution of the Kenyans in the diaspora who participated in the survey is captured
in Figure 12. Majority (56%) were male.
Figure 12: Diaspora Respondents Distribution by Gender
iv. Distribution of Kenyans in the Diaspora by Highest level of Education Attained
The highest level of education attained by the Kenyans in the diaspora respondents is shown in
Figure 13. Many respondents indicated they had 1st
degree as their highest qualification.
Figure 13: Diaspora Respondents Distribution by Highest Level of Education Attained

3.3 KENYAN NATIONALS WITHIN THE COUNTRY
3.3.1 Rating of elements covered under the various variables
i. Kenya’s economy
The perceptions about Kenya’s economy are captured in Figure 14.
Figure 14: Kenyans within the Country’s Expectations about the Economy
Many of the respondents (80%) indicated that they are inspired to work towards the economic
prosperity of the country while 71% expect an improvement in infrastructure in the country in the
next one year while 61% expect an improved performance in agriculture in the next one year.
However, many of the respondents felt that prices of essential services and commodities were likely
to increase in the next one year, with 57% anticipating increase in the cost of healthcare and 52%
indicating that prices of fuel would rise.

ii. Kenya’s politics
The elements evaluated under Kenya’s politics were rated as presented in Figure 15.
Figure 15: Kenyans within the Country’s Perception about the Country’s Politics
Sixty three percent (63%) of the respondents indicated they believe the Kenya Constitution 2010
will be implemented successfully while 14% felt otherwise. As regards the pace of implementation
of the constitution, 55% of the respondents felt it is reasonable while 22% disagreed. Seventy
seven percent (77%) of the respondents felt that implementation of the new constitution will
improve accountability in Kenya.
Majority of the respondents (70%) indicated that there has been an improvement in Kenya’s
governance since the promulgation of the new constitution. Sixty percent (60%) of the
respondents indicated that provision of public services in Kenya is likely to improve in the next
one year while 15% felt otherwise. Many respondents indicated that Kenya politics are full of
propaganda and are tribal (78% for each category).

iii. Trust for people and institutions
The respondents’ level of trust for the various people and institutions is captured in Figure 16.
Figure 16: Kenyans within the Country’s Level of Trust for People and Institutions
Religious leaders were the most trusted followed by people from other communities and the media
(64%, 62% and 62% respectively). Politicians were the least trusted followed by the police (20%
and 25% respectively).
iv. Strengths and Weaknesses of Kenya
The elements evaluated under strengths and weaknesses of Kenya and respondents’ responses are
as captured in Figure 17.

Table 17: Strengths and Weaknesses of Kenya as rated by Kenyan’s Within the Country
Majority of the respondents indicated that Kenya is a home of great athletes, a country with
talented people, and a country with rich and diverse cultural heritage (96%, 93% and 90%
respectively). The respondents also rated highly the great economic potential of the country, the
sporting nature of Kenyans, strong work ethics in the country and prevailing peace in Kenya (84%,
83%, 63% and 60% respectively).
Aspects that were rated low included corruption, security, food security and political stability.
Majority of the respondents (80%) indicated that Kenya is a country of corrupt people while 32%
stated they do not feel safe living in Kenya. Forty four percent (44%) of the respondents felt that
Kenya is a country of starving people whereas 62% indicated that Kenya is a country characterized
by political chaos.

v. Kenyan’s expectations on social sphere
The various responses to aspects covered under the social sphere were as captured in Figure 18.
Figure 18: Kenyans within the Country’s Expectations on the Country’s Social Sphere
All the aspects evaluated were rated favourably by over 50% of the respondents. The aspects that
were rated unfavourably by a substantial percentage of respondents included education sector,
where 25% do not foresee any improvement in the next five years, poverty levels in which 23% do
not expect any reduction, and slums where 20% do not anticipate any upgrading in the next five
years.

vi. Prospects and opportunities in Kenya
Kenyans within the country’s perceptions on the prospects and opportunities in the country are
shown in Figure 19.
Figure 19: Kenyans within the Country’s Perceptions on the Prospects and Opportunities in the
Country
The aspects evaluated under prospects and opportunities in Kenya were rated favourably by over
fifty percent of the respondents. However, 29% of the respondents indicated that Kenya does not
offer them opportunities to exploit their talents and realize their full potential.
vii. Kenyan people and values
The responses on perception about Kenyan people and their values are captured in Table 20.
Figure 20: Perception of Kenyans within the country about their values

Most aspects evaluated were rated favourably by over 50% of the respondents. However, 26% of
the respondents indicated that Kenyans are violent as opposed to 49% who felt otherwise. Further,
68% of the respondents felt that Kenyans are tribalistic.
viii. Pride about being a Kenyan
The respondents indicated their level of pride about Kenya as captured in Figure 21.
Figure 21: Kenyans within the country level of pride about Kenya
Compared to a previous survey undertaken in 2011 which had pride about being Kenya at 78%,
the level of pride has improved to 85% with only 5% of the respondents indicating they are
ashamed to be Kenyan. The respondents further indicated their beliefs on various aspects as
captured in Table 6.
Number of respondents
(n)=1,669
Agree Disagree
Even if given a choice to stay in another country, I would still prefer to stay in
Kenya
68% 32%
I work very hard to meet my daily needs 97% 3%
I strive to have the best things in life 98% 2%
I support a local football team 67% 33%
I support a foreign football team 65% 35%
I do not believe in myself 21% 79%
I believe in our traditions and usually follow them 73% 27%
I believe I can be anything that I want to be 94% 6%
Table 6: Kenyans within the country’s level of patriotism and beliefs
All the aspects were rated favourably by the respondents.

The survey also evaluated the likes and dislikes of the respondents about being Kenyan nationals.
The responses are as captured in Table 7.
Likes Dislikes
- Prevailing peace in the country
- Resilience nature of Kenyans
- Diverse cultures
- Sporting nature of Kenyans
- Kenyans being polite
- Attractive climate and natural resources
- Large number of educated people
- High levels of corruption
- Joblessness
- Dishonesty, especially by politicians
- Tribalism
- Nepotism
- Bad governance
- Insecurity
Table 7: Likes and dislikes about being Kenyan national
ix. Key drivers of the Kenyan Brand
The survey sought to determine the key areas that if Kenya performed on well then the country’s
brand index will improve. The following key brand drivers were identified:
 The country’ natural resources;
 Patriotism among citizenry;
 Security levels and peace in the country;
 Living standards of the citizens;
 Sports; and
 Major exports like tea, coffee and flowers.
3.3.2 Perceptions and Attitudes on the 2013 General Elections
Kenyans within the country’s perceptions and attitudes on the 2013 general elections are captured
in Table 8.
Number of respondents (n)=1,669
Agree Neutral Disagree Do not
know
The 2013 elections will not be tribal based 44% 12% 41% 2.5%
I believe the 2013 elections will be free 71% 17% 10% 2.4%
I believe the 2013 elections will be fair 72% 16% 10% 2.1%
I am happy with the systems put in place to ensure that the 2013 elections are
successful
82% 10% 7% 1.2%
The electronic voting system is expected to reduce election
anomalies/malpractices
82% 10% 6% 1.8%
Table 8: Kenyans within the Country’s Perception and Attitudes on the 2013 General Elections
Whereas 44% believed that the elections would not be tribal based, 41% felt otherwise. Many of
the respondents believed the elections would be free and fair (71% and 72% respectively). Eighty
two percent (82%) of the respondents registered their happiness with the systems put in place to

ensure that the 2013 elections would be successful with a similar percentage indicating they
expected the electronic voting system to reduce election anomalies/malpractices.
Asked whether they thought there would be violence during the general elections, the responses
were as captured in Figure 22. Majority of the respondents indicated that there would be no
violence.
Figure 22: Perception on Whether There will be Violence During General Elections
Probed on why they believed there would either be violence or none, the respondents who
indicated there would be no violence gave their main reasons as being the fact that Kenyans learnt
from the 2007/2008 skirmishes and would not repeat the same mistakes, improvements in the
voting system, increased faith in the judicial system, as well as the fact that a lot of peace missions
had been undertaken by different organizations.
For those who felt there would be violence, the reasons given were that Kenyan people are tribal
which makes other communities not want to accept defeat, and that many youths are jobless and
will do anything to get cash. Asked what they considered to be their role in the 2013 general
elections, the respondents gave varied answers which included:
 Voting;
 Advising colleagues on the importance of participating in the election process; and
 Preaching peace.

3.3.3 Kenya’s Brand Ambassadors and Brand Destroyers
The Kenyans within the country who participated in the survey were asked to name individuals or
groups of people who they consider to be Kenyan brand ambassadors as well as those they consider
to be the country’s image destroyers. The responses are as captured in Tables 9 and 10.
i. Brand ambassadors
Individual/Group Reason given
Kenya’s athletics team, e.g. David Rudisha, Ezekiel
Kemboi, Pamela Jelimo, Jason Dunford
- They win the country medals
- They make Kenya known internationally
Kenya Rugby Team - They make Kenya known internationally
Footballers - They behave well
Congestina Achieng - Great boxer
Kenya Defence Forces - Have been instrumental in promoting peace in Kenya and
internationally
Freedom fighters, e.g. Dedan Kimathi, Mau Mau fighters - They liberated the country from colonialism
Mwai Kibaki - Growth of economy and infrastructure development
Table 9: Brand Ambassadors
ii. Brand destroyers
Individual/Group Reason given
Politicians - Some of them misbehave in public
- They are greedy for money
Al shabaab - They threaten national security
Mombasa Republican Council - Dividing coast province
Table 10: Brand Destroyers
3.3.4 Kenya’s National Symbols and Icons
Asked the objects, items and places they consider to be Kenya’s national symbols and icons, the
respondents provides varied answers as captured in Tables 11 and 12.
i. National symbols
National symbol Reason Given
National flag - Shows Kenya’s sovereignty
National anthem - Unites Kenyans
Diverse tribes - Provides the country with rich and diverse cultures
Table 11: National Symbols

ii. National icons
National Icon Reason Given
Fort Jesus - Historical site
Tsavo national park and other parks - Tourism attraction
Coastline - Beautiful beaches that attract tourists
Safaricom Company Ltd - Best telecommunication and money transfer services (M-pesa)
Mt. Kenya - Tourism attraction
Kenya Airways - Is professionally managed and links the country to the world
- The “pride of Africa” slogan is attractive
Kobi Fora in Turkana - Tourism attraction
Wangari Maathai - Promoted protection of forests for the benefit of current and
future generations
James Mwangi of Equity Bank - Outstanding entrepreneur
Table 12: National Icons
3.3.5 Recall and Impact of the “Nitakuwepo Campaign”
The respondents indicated their recall of the “Nitakuwepo campaign” as captured in Figure 23.
Figure 23: Recall of the “Nitakuwepo Campaign”
Many respondents indicated they could not recall the ‘nitakuwepo campaign’, with only 35%
stating they could recall.
The respondents who could recall the campaign indicated how they got to know about it as shown
in Figure 24. A large percentage got to know about the campaign through television
advertisements followed by those who got to know it through radio and newspapers.

Figure 24: Source of Information about the “Nitakuwepo Campaign”
The survey also sought to find out what message the respondents got from the campaign, what
they thought the aim of the campaign was and the impact of the campaign on them. The answers
provided are captured in Table 13.
Message got from the campaign Thought on what the aim of the
campaign was
Impact of the campaign on
respondent
- We are the future and
the future is now
- We should unite
together for the
development of our
country
- Participate in
agricultural production
- Love, peace and unity
- Make my own choice
- Fighting for Kenya
- To unite Kenyans
- To reconcile Kenyans
after the 2007/8 post poll
chaos
- To promote peace among
communities living in
Kenya
- Motivating Kenyans on
agriculture
- Create awareness on
patriotism
- That I can because I am
Kenyan
- We should take part in
building our country
- To be positive in life
- To be united with other
Kenyans
Table 13: Views on the “Nitakuwepo Campaign”
The respondents who were aware of the campaign indicated that the period in which the campaign
was aired was adequate. However, some felt that the use of “Nitakuwepo” is futuristic as well as
reactionary rather than being proactive. They made suggestions that may be used in improving the
campaign and other similar campaigns as follows:

(i) Increase the number of such campaigns
(ii) Cover issues affecting Kenyans in such campaigns, e.g. corruption, poverty, insecurity, etc.
(iii) Ensure the campaigns use Kenyans of different social classes so as to be appealing to all,
e.g. Slum residents, hawkers, professionals, sportsmen, musicians, etc.
3.3.6 Awareness and perception of Brand Kenya Board
The Kenyan nationals within the country’s responses to whether they were aware of Brand Kenya
Board are captured in Figure 25.
Figure 25: Awareness of Brand Kenya Board
Majority of the respondents indicated they were not aware of the Board. However, the level of
awareness has improved from 14% based on a survey undertaken in 2011 to 37%.
For the respondents who were aware of the Board, the survey sought to determine how they came
to know about the Board. The responses were as captured in Figure 26.

Figure 26: Source of Information about Brand Kenya Board
Many respondents got to know Brand Kenya Board through television followed by those who got
to know the Board through radio and newspapers.
On perception about performance of the Board, the ratings of the various statements evaluated are
captured in Figure 27.
Figure 27: Respondents Perception about Performance of BKB
Many of the respondents agreed with the statements evaluated on the performance of Brand
Kenya Board.

3.4 FOREIGN NATIONALS WITHIN THE COUNTRY
i. Kenya’s politics
Foreign nationals within the country’s perceptions on the prospects and opportunities in the
country are shown in Figure 28.
Figure 28: Perception of Foreign Nationals in the Country about Kenya’s Politics
Sixty three percent (63%) of the respondents felt that the electronic voting system will reduce
election anomalies/malpractices while 10% felt otherwise. As regards the preparation for election,
61% of the respondents were happy with the systems put in place to ensure that the 2013 elections
are successful while 10% disagreed. However, 48% of the respondents indicated that the country
has poor governance while 20% felt otherwise.

ii. Kenya’s Economy
The responses on perception about Kenya’s economy and their values are captured in Figure 29.
Figure 29: Foreign Nationals in the Country Perception about Kenya’s Economy
Many of the respondents (81%) indicated that Kenya has the potential to flourish economically
while 74% felt that Kenya is a competitive investment destination.
iii. Expectations about Kenya’s social sphere
Foreign nationals within the country’s responses to their perception about Kenya’s social sphere
are captured in Figure 30.
Figure 30: Foreign Nationals’ Expectations about Kenya’s Social Sphere

Sixty four percent (64%) of the respondents expect that the youth will be more involved in the
development of the country in the next five years while 61% expect an improvement in the
management of the sports talent in Kenya for the country’s benefit in the next five years. Fifty
eight percent (58%) of the respondents believe children’s needs will be given more consideration
in government budgets and plans in the next five years. In addition, 57% of the respondents
indicated that they foresee improvement in the education sector in Kenya in the next five years
while 12% felt otherwise.
iv. People and values
The elements evaluated under Kenya’s people and values are captured in Figure 31.
Figure 31: Foreign Nationals in the Country Perception about Kenya’s People and Values
Ninety six percent (96%) of the respondents felt that Kenya is a friendly country while 92%
indicated that Kenyans are hospitable. In addition, 90% of the respondents indicated that
Kenyans are hard working whereas 86% felt that Kenyans are proud about their country. However,
62% of the respondents indicated that Kenyans are tribalistic.

v. Awareness, Strengths and Weaknesses of Kenya
Figure 32 captures the elements evaluated under awareness, strengths and weaknesses of Kenya
and how they were rated by the respondents.
Figure 32: Awareness, Strengths and Weaknesses of Kenya as rated by Foreign Nationals in the
Country
Majority of the respondents indicated that Kenya is a home of world renowned athletes, a
destination of choice for tourists, a country with talented people and a country with great
economic potential (97%, 92%, 91% and 91% respectively). The respondents also rated highly the
statements that Kenya is well known to the respondent’s country, Kenya being in good
relationship with respondent’s home country, Kenya being an attractive investment destination
and there being great opportunities for entrepreneurs and investors in Kenya (87%, 86%, 77%
and 77% respectively).

However, 57% of the respondents indicated that Kenya is a country of corrupt people where as
54% indicated that Kenya is a country characterized by political chaos. Thirty seven percent (37%)
of the respondents felt that Kenya is a country of starving people.
vi. Attitudes towards Kenya
The aspects evaluated under foreign nationals’ attitudes towards Kenya were rated favourably by
the respondents as presented in Figure 33.
Figure 33: Foreign Nationals in the Country Attitudes towards Kenya
vii. Culture
The foreign nationals’ perceptions about Kenya’s culture are captured in Figure 34. The results
indicate that all the aspects evaluated were rated favourably by over 50% of the respondents.
Figure 34: Foreign Nationals in the Country Perception about Kenya’s Culture

viii. Kenya’s places
All the aspects evaluated were rated above 80% by the respondents. The various ratings for aspects
covered under the Kenya’s places are captured in Figure 35.
Figure 35: Foreign Nationals in the Country Perception about Kenya’s Places

3.5 INVESTORS IN KENYA
3.5.1 Rating of Elements Covered Under the Various Variables
i. Kenya’s Perception/Image
Table 14 captures the elements evaluated under the investors’ perception/image of Kenya.
Local Investors (n=266) International investors (n=56)
know
know
A destination of choice for
potential investors
90% 6% 3% 1% 88% 6% 6% 0%
A country with great economic
prospects
87% 11% 2% 0% 94% 6% 0% 0%
A competitive investment
destination
78% 15% 6% 1% 78% 10% 8% 4%
A country ahead in technology 53% 27% 20% 0% 66% 16% 18% 0%
A country with poor planning 35% 32% 32% 1% 37% 26% 37% 0%
A country of poverty 26% 28% 45% 1% 18% 35% 47% 0%
A dangerous country 16% 21% 61% 2% 14% 29% 57% 0%
A country with poor leadership 53% 24% 23% 0% 56% 26% 16% 2%
A land of opportunities 81% 13% 6% 0% 76% 16% 8% 0%
A peaceful country 65% 22% 12% 1% 65% 21% 12% 2%
A modern country 52% 32% 15% 1% 55% 31% 14% 0%
A country of tribalism 71% 16% 13% 0% 58% 28% 10% 4%
A country with strong culture 68% 21% 10% 1% 68% 14% 16% 2%
Table 14: Investors Perception/Image of Kenya
Many local and international investors rated Kenya as a destination of choice for potential
investors (90% and 88% respectively). Kenya being a country with great economic prospects was
also rated high by 87% of the local investors and 94% of the international investors.
However, most of the respondents rated Kenya as being tribalistic, a country of poor leadership
and a country with poor planning.

ii. Regulatory Environment
The investors rating of the Kenyan regulatory environment is captured in Table 15.
know
know
The legal requirements for doing business in
Kenya are reasonable
48% 19% 31% 2% 55% 14% 31% 0%
Kenya is doing enough to control inflation 30% 24% 39% 7% 39% 28% 29% 4%
The Kenya government is doing enough to
stabilize interest rates
29% 25% 38% 8% 33% 32% 29% 6%
Taxation requirements businesses in Kenya are
reasonable
25% 16% 57% 2% 34% 20% 46% 0%
The requirements for starting a business in
Kenya are reasonable
35% 22% 42% 1% 44% 18% 38% 0%
It is fairly easy to acquire the relevant
permits/licenses for conducting business in
Kenya
44% 14% 41% 1% 46% 22% 32% 0%
Table 15: Regulatory Environment as rated by Investors
Forty eight percent (48%) of the local investors and 55% of the international investors indicated
that the legal requirements of doing business in the country are reasonable. However, many of the
investors felt that the taxation requirements were not reasonable.
iii. Infrastructural Development
The investors’ rating of the Kenya’s infrastructural development is captured in Table 16.
know
know
Kenya has a developed electronic system for
business services e.g. money transfer
90% 8% 2% 0% 84% 8% 4% 4%
Telecommunication systems in Kenya are well
developed
75% 19% 6% 0% 73% 17% 10% 0%
Kenya has sufficient ports to facilitate shipping of
goods
37% 28% 23% 12% 56% 22% 12% 10%
Kenya has good roads network 37% 35% 28% 0% 48% 28% 22% 2%
Kenya has a good air transport network 45% 32% 12% 11% 56% 24% 10% 10%
Information technology infrastructure in Kenya is
developed
63% 24% 11% 2% 67% 13% 18% 2%
There is reliable electricity supply in Kenya 49% 19% 31% 1% 61% 17% 22% 0%
Table 16: Infrastructural Development as rated by Investors
Kenya’s electronic system for business services was rated highest by 90% of the local investors and
84% of the international investors, followed by telecommunication systems and information
technology infrastructure rated high by 75% and 63% of the local investors respectively and 73%
and 67% of the international investors respectively. The Country’s road network was rated low by
37% of the local investors and 48% of the international investors.

iv. Kenya’s Human Talent
The Investors rating of the Kenyan human talent is shown in Table 17.
know
know
Kenya has adequate labour supply 78% 10% 12% 0% 82% 8% 8% 2%
Kenyan workers are highly talented 75% 17% 7% 1% 72% 20% 8% 0%
Kenyan workers are well educated 64% 22% 14% 0% 72% 16% 12% 0%
Kenyan workers adapt rapidly to change in
the environment
63% 28% 7% 2% 57% 33% 10% 0%
The Kenyan workforce have strong work
ethics/ are passionate about their work
62% 21% 15% 2% 71% 21% 8% 0%
Kenyans are innovative and creative 79% 15% 6% 0% 73% 23% 4% 0%
Kenya has adequate investment in health
services to ensure good health of its work
force
37% 26% 36% 1% 60% 17% 21% 2%
Table 17: Kenya’s Human Talent as rated by Investors
The country’s labour supply is adequate as indicated by 78% of the local investors and 82% of the
international investors. The level of talent possessed by Kenyan workers was rated high by 75% of
the local investors and 72% of the international investors whereas 79% of the local investors and
73% of international investors stated that Kenyan workers are innovative and creative. However,
many (36%) of the local investors felt there was inadequate investment in health services in Kenya
to ensure good health of its work force whereas 33% of the international investors felt that Kenyan
workers do not adapt rapidly to change in the environment.
v. Operating Environment
The investors rating of the Kenya’s operating environment is captured in Table 18.
know
know
Kenya has an efficient product market 57% 23% 18% 2% 60% 23% 17% 0%
The government does not interfere with free
trade
38% 24% 36% 2% 51% 26% 23% 0%
Kenya has a developed financial services market 50% 31% 15% 4% 60% 25% 13% 2%
Kenya’s financial services market is well
regulated to protect investors and other
stakeholders
39% 33% 22% 6% 53% 33% 12% 2%
Kenya has a large market that allows firms to
exploit economies of scale
51% 28% 15% 6% 51% 25% 22% 2%
Table 18: Kenya’s Operating Environment as rated by Investors
Many local and international investors (57% and 60% respectively) indicated that Kenya has an
efficient product market while 50% of the local investors and 60% of international investors felt
that the country’s financial services are developed. Further, 51% of both local and international

investors indicated that Kenya has large market that allows firms to exploit economies of scale.
However, 36% of the local investors and 23% of international investors felt that the Government
interferes with free trade.
3.5.2 Investors Source of information
The sources of information used by investors when researching a new investment opportunity and
their level of importance are captured in Table 19.
Important Neutral Not
important
Important Neutral Not
important
Newspapers 74% 16% 10% 76% 17% 7%
Financial websites 65% 15% 20% 60% 12% 28%
Professional advisors 58% 16% 26% 69% 8% 23%
Country websites 56% 14% 30% 66% 0% 34%
Investment magazines 66% 15% 19% 71% 20% 9%
Friends and family 58% 18% 24% 50% 20% 30%
Colleagues 62% 15% 23% 47% 12% 41%
Analyst reports 59% 17% 24% 56% 16% 28%
Television 65% 14% 21% 71% 6% 23%
Politicians 23% 13% 64% 30% 9% 61%
Reserve banks 51% 15% 34% 38% 10% 52%
Table 19: Investors’ Rating of the Importance of Source of Information
Newspapers had the highest rating as a source of information both for local and international
investors. The least rated source of information was politicians at 23% for local investors and 30%
for international investors.
3.5.3 Factors Influencing Investors’ Choice of Country for Investment
The factors that influence an investor’s choice of country for investment are captured in Table 20.
Important Neutral Not important Important Neutral Not important
Political stability 94% 2% 4% 97% 0% 3%
Safety/security situation 99% 1% 0% 97% 3% 0%
Economic growth potential 97% 2% 1% 100% 0% 0%
Travel infrastructure 94% 5% 1% 97% 3% 0%
Stability of currency 90% 5% 5% 94% 3% 3%
Skill level of workers 82% 14% 4% 89% 8% 3%
Conducive tax regime 89% 10% 1% 94% 3% 3%
Conducive business regulations 87% 11% 2% 91% 6% 3%
Size of the economy 81% 16% 3% 89% 5% 6%
Market size 87% 11% 2% 94% 6% 0%
Ease of doing business 90% 4% 6% 94% 3% 3%
Investor communications 76% 21% 3% 86% 11% 3%
Property rights 86% 8% 6% 92% 2% 6%
Utilities infrastructure 86% 8% 6% 89% 5% 6%
Cost of doing business 91% 5% 4% 97% 3% 0%

Table 20: Factors Influencing Investors Choice of Country for Investment
All the factors were rated as important by over 70% of both local and international investors.
3.5.4 Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment
The Country’s performance in factors influencing investors’ choice of country for investment is as
shown in Table 21.
Well Neutral Poor Well Neutral Poor
Political stability 34% 24% 42% 35% 20% 45%
Safety/security situation 23% 29% 48% 29% 20% 51%
Economic growth potential 61% 25% 14% 73% 15% 12%
Travel infrastructure 51% 30% 19% 61% 27% 12%
Technology infrastructure 64% 25% 11% 73% 17% 10%
Stability of currency 33% 42% 25% 52% 33% 15%
Skill level of workers 63% 22% 15% 69% 19% 12%
Conducive tax regime 27% 34% 39% 50% 21% 29%
Conducive business regulations 33% 38% 29% 46% 27% 27%
Size of the economy 56% 32% 12% 70% 19% 11%
Market size 59% 27% 14% 72% 21% 7%
Ease of doing business 41% 36% 23% 55% 32% 13%
Investor communications 41% 43% 16% 63% 24% 13%
Property rights 40% 37% 23% 63% 15% 22%
Utilities infrastructure 41% 34% 25% 61% 16% 23%
Cost of doing business 30% 31% 39% 45% 23% 32%
Table 21: Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment
The international investors rated Kenya’s performance in all the factors higher than the local
investors. The factors rated high by the investors included economic growth potential, technology
infrastructure, economy and market sizes, and skills level of workers.

3.6 KENYAN NATIONALS IN THE DIASPORA
3.6.1 Rating of Elements Covered Under the Various Variables
i. Strengths of Kenya
Kenyans in the diaspora’s perceptions on the strengths and weaknesses of Kenya are shown in
Figure 36.
Figure 36: Perception of Kenyans in the Diaspora about Strengths of Kenya
Most of the elements evaluated under Kenya’s strengths were rated positively except for
corruption, leadership, cost of living, planning, and food security.

ii. Prospects for Kenya
The responses on perception about Kenya’s prospects are captured in Table 22. The elements were
rated favourably by the respondents.
Number of respondents (n)=36
Agree Neutral Disagree
I believe Kenya has a bright future 91% 3% 6%
Kenya is on course towards achieving the goals of
Vision 2030
62% 29% 9%
Table 22: Perception of Kenyans in the Diaspora about the Country’s Prospects
iii. Attitude towards Kenya
Kenyans in the diaspora’s responses with regard to their attitude about Kenya are captured in
Table 23.
Number of respondents (n)=36
Agree Neutral Disagree
I am an active ambassador of Kenya in my current
country of residence
91% 9% 0%
I desire to return to Kenya 97% 0% 3%
I feel more at home in Kenya than in my current
country of residence
87% 13% 0%
Table 23: Kenyans in the Diaspora’ Attitude towards Kenya
All the elements evaluated rated Kenya favourably.
iv. Pride about being Kenya
The Kenyans in the diaspora’s response with regard to their pride about being Kenyans were as
captured in Figure 37. Many respondents indicated they are proud to be Kenyans.
Figure 37: Kenyans in the Diaspora’s Pride about Being Kenyans

The survey also evaluated the likes and dislikes of the Kenyans in the diaspora about being Kenyan
nationals. The responses are captured in Table 24.
Likes Dislikes
- Being a richly diverse, God fearing and beautiful
country
- The weather
- Kenyans are known to be hard working
- Kenyans are hospitable people
- Kenyans are innovative
- A peaceful nation
- Attractive coastline, wildlife and beautiful sceneries
- Kenyan athletes and rugby team
- Corruption
- Tribalism
- Bad governance
- Joblessness
Table 24: Kenyans in the Diaspora’s Likes and Dislikes about being Kenyan National
3.6.2 Kenya’s Ambassadors and Brand destroyers as perceived by Kenyans in the diaspora
The Kenyans in the diaspora who participated in the survey were asked to name individuals or
groups of people who they consider to be Kenyan brand ambassadors as well as those they consider
to be the country’s image destroyers. The responses are captured in Table 25.
Brand ambassadors Brand destroyers
- Sports people, e.g. Athletes, Kenya rugby
7s team
- Kenyans and Kenyan organisations abroad
- Anybody with a positive message to the
world about Kenya
- Strong women like Martha Karua, the late
Prof. Wangari Maathai
- Evans Wadongo who started the 'Mwanga
Bora' initiative
- Official government officers sent to
foreign countries
- Kenyan companies operating outside
Kenya
- Students in foreign countries
- The citizens are the primary ambassadors,
because word of mouth is very convincing
and first hand believable.
- Musicians like Nameless who sing patriotic
songs and promote peace
- Politicians
- Beach boys who are being portrayed by media to be very
disturbing when tourist are holidaying in Mombasa
- Civil society groups who only expose the weakness of our
country. These groups rarely talk anything positive about
Kenya
Table 25: Brand Ambassadors and Destroyers as Provided by Kenyans in the Diaspora

3.6.3 National Symbols and Icons
Asked the objects, items and places they consider to be Kenya’s national symbols and icons, the
Kenyans in the diaspora who responded provided varied answers as captured in Table 26.
National symbols National icons
- Nairobi as a business hub
- The rich diverse wildlife both animals
and plants, Landscapes (mountains,
rift valley, beaches, lakes)
- Our cultural heritage
- Our Flag
- Kenyatta International Conference
Centre (KICC)
- Athletics
- Safari boots
- Maasai belts
- Nyama choma
- Kogelo, which is Obama’s ancestral
land
- Ngugi wa Thiong'o
- David Rudisha
- Paul Tergat
- David Kabaka
- Wangari Maathai
- The Leakey Foundation
- Green Belt Movement
- Mau Mau veterans
- Justice Willy Mutunga
- Kenya airways
- Kenyan Coffee, Tea, and flowers
- MPESA
- The rugby team
- Jomo Kenyatta
Table 26: National Symbols and Icons as Provided by Kenyans in the Diaspora
3.6.4 Areas where Kenya is excelling as well as Areas it is failing
Kenyans in the diaspora indicated areas where Kenya is excelling and those it is failing in as
captured in Table 27.
Areas of excellence Areas of failure
- In terms of communication, Kenya has
opened up especially with the internet
access. This is a big influence for economic
growth
- Infrastructure
- Technology
- Sports like rugby and athletics
- Tourism
- Small scale business opportunities for the
youth. The rise of SMEs and ease in
obtaining bank loans is great
- Legal environment and the passing of the
new constitution
- Too much corruption
- Poor politics
- Building tribal friendships
- Security
- Government Accountability
- Wildlife poaching
- Environmental protection
- Quality of education
- Health system
- Agriculture
Table 27: Kenya’s Areas of Excellence and Failure

3.6.5 Kenyans in the Diaspora’s Perception on Their Roles in Changing Kenya
The respondents indicated their roles as captured below:
(i) Entrepreneur. I want to involve the youth more. We forget that the youth is the future of
Kenya and not some old people who still want to clinch to power.
(ii) I want to start a youth ministry.
(iii) I need to be the change I want to see. Every little step counts, one Kenyan at a time.
(iv) Praying for Kenya and impacting others positively.
(v) Researching on better ways to providing affordable energy to rural homes.
(vi) My role in changing Kenya is when every other person is being corrupt I will choose the
right path. When others are tribalistic I will choose to preach unity and stay away from
tribal talk.
(vii) I think tribalism should come to an end and we become one as a country.
(viii) Being a good ambassador of Kenya while outside the country and contribution to socio-
economic progress of Kenya as a result of skills and knowledge gained.
(ix) I encourage Kenyans in the diaspora to gain skills and knowledge they can use when they
return to Kenya.
(x) Encouraging the society to shun bad traditional practices and politics that have caused
stagnation in the development of Kenya.
(xi) Going back home and becoming engaged in development.
(xii) Returning home and help shape the country. I believe I have a future in Kenya from the
skills I have acquired abroad.
(xiii) Investing in Kenya.
(xiv) Preaching peace on facebook and interacting with other tribes from Kenya and discussing
how to build a better Kenya.
(xv) An active participant in objective politics and a marketer of Kenya's natural beauty and
potential.
(xvi) Voting for upright leaders.
(xvii) Being part of the solution and not problem.

3.7 KEY INFORMANT INTERVIEWS FINDINGS
Discussions were held with representatives of the following organizations:
 Kenya Investment Authority;
 Exports Processing Zones Authority; and
 Vision 2030 Secretariat.
The findings of key informant interviews are as follows:
a. The perception of Kenya’s image locally and internationally
i The new constitution (2010) and Vision 2030 has promoted the Country’s image locally
and internationally.
ii The Country is best placed for investment in East Africa due to accessibility of air and
water transport and qualified human capital.
b. Kenya’s image two weeks to election
There was a mixed perception due to the anxiety on the outcome of election by both the local and
international investors. While some investors feared the election would turn up to be chaotic like
in 2007.
c. Kenya’s main selling points
i Fairly developed infrastructure e.g. roads, railways, airlines etc;
ii Efficiency in the Kenyans ports;
iii Power/ energy sector growth;
iv Vision 2030 projects;
v Availability of services e.g. schools, airlines, lawyers, accountants etc;
vi Government initiatives that encourage both local and international investors;
vii Kenya’s market accessibility by airlines;
viii Availability of qualified and productive labour; and
ix Enhanced investor registration processes.
d. The main weaknesses of Kenya’s image that need to be addressed
i Corruption;
ii Controls and regulations that discourage investment; and
iii High cost of production.

e. Kenya’s Brand Ambassadors and Drivers
i Athletes;
ii Wildlife;
iii Kenyan products like tea and coffee; and
iv Mt. Kenya.
v Geographical location that allows for connectivity i.e. Kenya is a hub for many countries.
f. Icons or symbols representative of Kenya
i Education institutions;
ii National anthem;
iii Culture; and
iv Politicians.
g. Perception on effectiveness of Brand Kenya
i They have promoted Kenyan products.
ii They rallied different institutions that bring Kenyans together.
iii They organized Olympic Kenya House in London and this improved Kenya’s image.
iv The level of the Board’s awareness is low among Kenyans.
v Kenyans do not know how to interact with the Board.
h. General recommendations to improve the Kenyan brand
i The Board should enhance its awareness.
ii Brand Kenya Board should liaise with relevant institutions to improve the education sector
and public institutions’ governance.

3.8 FOCUS GROUP DISCUSSION FINDINGS
A focus group discussion was held in Nairobi and brought together Kenyans in formal
employment, those in self employment and the unemployed. The findings are as follows:
a. Awareness of the Board
Most of the participants of the focus group discussion indicated they were aware of the Board.
However, many of them stated they did not know the Board’s mandate.
b. Perception of Kenya’s image
Below are some of the responses with regard to what comes to mind when Kenya is mentioned:
i. Athletes and rugby.
ii. Maasai herdsmen.
iii.Safari tours.
iv. Colonialism and the Mau Mau fighters.
v. Poverty.
vi. Tea and coffee.
c. Kenya on the international map
The following is how the participants would place Kenya internationally:
i. The economic power of East Africa.
ii. Respected due to sports.
iii.A country with a long way to go in development, education, economically, and ending
tribalism and inequality.
iv. A place to invest in.
v. A country of intellectuals.
d. Kenya’s strengths
Some of the strengths associated with Kenya as perceived by the participants are as enumerated
below:
i. Natural resources.
ii. Diverse cultures.
iii.Tourism.
iv. Agriculture: coffee and tea. However, the participants cast aspersions as to whether
agriculture is still the backbone of Kenya’s economy given the emergence of other sectors
like oil and coal explorations, and under investment in agricultural sector especially in
livestock.
v. Sports: athletics and rugby.
vi. Kenya Airways.
vii. Attitude of Kenyans: aggressive, warm, hospitable.

viii.Best infrastructure in east Africa e.g. hospitals.
ix. Growth in democracy.
e. Weaknesses
According to the discussions, the following were the Country’s weaknesses:
i. Slums.
ii. Corruption.
iii.Tribalism.
iv. High crime rate
v. High poverty level.
vi. Poor road network.
vii. Poor health services.
viii.Inequality in distribution of resources.
ix. Unemployment.
x. Overdependence on the western countries.
xi. Inadequate education system.
f. Brand ambassadors
The following were identified as brand ambassadors for Kenya.
i. S.K. Macharia.
ii. James Mwangi.
iii.Dr. Willy Mutunga.
iv. Local film industry.
v. Religious leaders.
vi. Maasai culture.
vii. Cecilia Mwangi of Ahadi Kenya Trust.
viii.David Rudisha.
g. Strategies/solutions to help the country
On the strategies that could be adopted to help boost Kenyan brand, the discussions yielded the
following:
i. Instil national values from a tender age.
ii. Review the education system.
iii.Enhance intercultural activities.
iv. Review and implement policies that can improve the economy.
v. Ensure equal rights and justice.
vi. Need for good leadership.
vii. Embracing religion.

h. Brand destroyers
Politicians were the sole brand destroyers identified by the participants.
i. Drivers of the Kenyan brand
i. Natural resources.
ii. Patriotism among citizenry.
iii.Kenyan exports.
j. Kenyan icons
The participants identified the following as Kenyan icons:
i. Safaricom Company.
ii. Kenya airways.
iii.National parks.
iv. Coastal beaches.
v. Mt. Kenya.
vi. Kenya Commercial Bank.
vii. Equity bank.
viii.Wangari Maathai.
ix. Rugby.
k. Nitakuwepo campaign
Many of the participants were familiar with the campaign. When asked their views on the
Campaign, they had the following responses:
i. The Campaign was about promoting Kenya as one tribe and reconciliation after the
2007/2008 post election violence.
ii. The Campaign was biased as it only showed Kenyans with good living conditions and
excluded the poverty stricken citizens.
l. Prospects for Kenya in the next five years
Views of the participants were sought regarding what the Country will be like in the next five
years. Most of their views were optimistic except for tribalism and corruption which they believed
would not have changed. Listed below are the issues mentioned.
i. Increase in level of democracy.
ii. Growth in representation of minority/disadvantaged groups like youth and women.
iii.Growth in economy due to oil discovery
iv. Good image of Kenya portrayed after the peaceful elections.
v. Improved living standards.
vi. Tribalism will still be there.
vii. Corruption will not have been curbed.

m. Kenya’s regulatory environment
Emanating from the discussions, the business regulatory environment was characterized by:
i. Duplication of processes, procedures and documentation.
ii. Challenging for foreigners compared to countries like Rwanda.
iii.Very high legal fees.
iv. High tax rates.
v. Lack of adequate information on financial services.
vi. Stringent terms of accessing financial help especially for the low income earners.
vii. High cost of energy.
viii.Underutilized skills/human talent.
n. General comments
i. Celebrate other tribes apart from the Maasai.
ii. Market the Kenyan brand outside the Country.
iii.Increase the awareness of the Board and its mandate.
iv. Improve their website.
v. Promote the national attire.
vi. Recognize brand ambassadors.
3.9 OVERALL NATIONAL BRAND INDEX (NBI)
The overall National Brand Index (NBI) was computed at 72% out of a possible 100%. The index
shows how the image of the country was rated by the respondents. Given the low response rate by
the Kenyan nationals in the diaspora, they were not included in the computation of the national
brand index. However, their qualitative comments were taken into consideration when making
recommendations.
In coming up with the overall index, the process discussed under section 2.7 of this report was
followed. For each variable considered under the various respondent categories, statement scores
were determined. In determining score for a variable, the statement scores corresponding to the
variable were summed up and the total divided by the number of statements constituting the
variable. An average of the scores for the various variables evaluated for the respondent category
was then determined. The scores and averages for the various variables considered for each
respondent category are summarised below.

2013 NATIONAL BRAND AUDIT REPORT

2013 NATIONAL BRAND AUDIT REPORT

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