THE CHIEF of Staff, Henry Martey Newman has urged Ghanaians to support initiatives aimed at finding a brand identity for Ghana.

Mr. Newman was of the opinion that to build a better brand identity for Ghana, cocoa, which is the major foreign exchange earner of the country, should be rebranded and redesigned to look more attractive.

"Ghana's chocolate, a by-product of cocoa has one of the finest flavours compared to others in the world and if properly marketed, it could be used as a brand identity for the country, " he added.

The Chief of Staff made the call at the first-ever Brand Ghana 'National Identity Summit' held in Accra.

The event brought together businesses, civil society groups, promotional agencies, political and opinion leaders to discuss Ghana's Competitive Identity and Strategy.

It was aimed at reinforcing conscious citizenship development to ensure a sustainable national development.

Mr. Newman, who read a speech on behalf of President Mills, stated that to grow and attain middle income status, Ghana needs a massive growth in inward investment, tourism and export brands.

"We also have to retain our best talents to attract international attention, investment and goodwill, the image of Ghana needs to be positively differentiated from the rest of Africa, " he added.

He said in the absence of substantial brands, the country must provide direction and inspiration to successfully develop other commercial brands.

He called on Ghanaians to shape Ghana's aspirations and create a stronger sense of national identity and social cohesion.

"Our people's active intellectual and emotional buy-in is critical to continually improving our image of a developing democracy with the government working hard to ensure stable social environment to improve the livelihood of its people, " he emphasised.

The Chief Executive Officer (CEO) of Brand Ghana Office, Mathias Akotia noted that the programs involve national mobilization and identification of core national brand values.

He said country branding is also about "harmonization of channels of national expressions as varied as acts and policies of government, values and behaviors of the citizenry, education, culture, sports, public health, taxation, public diplomacy, export and investment promotion and infrastructure development. "

He reiterated that "internally Brand Ghana will work to stimulate creativity and innovation among stakeholders as part of the national competitive strategy, and unite the nation under a common vision and shared values, nourishing confidence, pride, harmony, ambition and national resolve to enhance nationhood and citizenship. "

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