The Minister of Investment Trade and Industry Honourable Bogolo Joy Kenewondo has urged companies in Botswana to pay attention to the feedback they receive on their brands and act accordingly.
Kenewendo made the remarks in Gaborone at the unveiling of the Botswana Insurance Company (BIC) refreshed brand.
“I’m told that after a comprehensive scientific research about BIC’s brand warmth and recall. It was clear from the diverse stakeholders that the BIC name has strong recall however the iconography that drives its brand identity was weak. When feedback comes in this form Businesses often need to rebrand. Whatever the reason for rebranding, it’s important to create a stellar brand that people will remember, a brand that people can associate themselves with and a brand that transcends markets,” Said Kenewendo.