People That Have Gotten Famous From Miss Fashion Global Competition United We Brand

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United We Brand

Adopting an integrated brand philosophy may be just what African and developing countries need to realize their dreams of achieving international brand recognition for some of their local brands.

This strategy can be successfully linked – with simultaneous efforts to target the nations of their home governments. There is a common “bond of sisterhood” that connects brands in distant markets. Brands from the same countries that may have different companies may be more willing to collaborate and share experiences when faced with a known common ‘opponent’ or competition. Managers of such brands wish each other well in such circumstances because the ‘bad’ will become good competing global brands.

When brands seek common refuge under the umbrella of ‘one nation’, they benefit from the implications of ‘country of origin effects’ popularized by Simon Anholt. Perhaps this is the strategy being followed by Nduka Obaigbena and his team at Leaders & Company Ltd (owners of ThisDay newspaper group in Nigeria).

Nduka can best be described as a media mogul, entrepreneur and recently a show business impresario. His skillful touch has turned many projects that his ThisDay brand has started into gold in the past. He is a man driven by the desire to win and he craves success the way mortals love food. It seems that he is not bothered by the criticism of his opponents who have called him megalomaniac, showboy, glamor boy and political god.

The ThisDay brand has soared to the pinnacle of the Nigerian media landscape in a short time, strong evidence that the man his colleagues call ‘the duke’ is very much in touch with the waters they swim in daily, waters teeming with sharks. are full – swim with water or be swallowed. The ThisDay brand is now a successful and trusted media brand in Nigeria capitalizing on the popularity of the Guardian newspaper, and the decline of other titles, especially the Daily Times and National Concord. ThisDay newspaper now holds an enviable position among the A, B, C demographic readers as the first newspaper of choice in the market. The simultaneous publication of two daily editions in Abuja and Lagos has ensured that the logistical difficulties experienced by other competing newspaper titles are now a thing of the past within the newspaper group. What ThisDay is doing in Nigeria is what the Guardian did in the 80s but Nduka and his team have gone a step further by rolling out other social and fundraising projects that have further extended their brand identity.

Success comes at a price; Nduka Obaigbena and the ThisDay media group have seen many of them. They were embroiled in the Miss World religious riots controversy in 2002, when ThisDay published the now-famous article about the Prophet Muhammad and speculated that he could have chosen one of the Miss World beauty pageant contestants if he were still alive. Not long after, Nduka burned his fingers when he backed into the niche but lucrative South African media market with a war chest the size of a bank vault, thus becoming the first Nigerian media company to truly go international, the success it would have. rejected other projects around the world. This was at a time when such corporate and financial transfers benefited South African companies that have since taken over half of the Nigerian economy. The project failed after a year. ThisDay was embroiled in another controversy in 2006 when it adopted and published a controversial affiliate advertisement from a faceless organization endorsing Nigerian President Olusegun Obasanjo for an unconstitutional third term against Nigerian public sentiment at the time.

Such experiences are not new for the father of seven children. He became Nigeria’s youngest publisher in the 80s when, at the age of twenty, he launched This Week magazine, a clone of the Newsweek magazine he used to work for. His efforts alongside the elite group of Nigerian magazine publishers at the time like Chris Okolie of Newbreed magazine and Dele Giwa et al of Newswatch magazine was a bright path. This week, despite all the promises it made, it finally died.

Now a survivor of the publishing game, Nduka’s other social projects such as the annual ThisDay awards, and the ThisDay fashion and style weekend have since become prominent features in the Nigerian social calendar and A-list celebrities and power brokers from within and outside of Nigeria. Earlier this year, the ThisDay group spearheaded the ThisDay Nigerian universities rankings, a social project aimed at recognizing the teaching and research efforts of Nigerian universities. Modeled on Times UK’s prestigious university rankings, ThisDay’s rankings are expected to promote and celebrate best practice in Nigerian universities, while also challenging universities at the bottom of the ranking table to clean up their act.

At a time when the current situation and debate in the public and private sectors revolves around the issue of nation branding and related economic interests, Nduka and ThisDay have achieved another success with the first edition of the ThisDay music festival, a project that still exists today. hit Ben Murray impressed Bruce, a Nigerian business king who noted that “the show is one of the biggest things happening in the Nigerian picture at the moment”.

It is no wonder to see why the show which was held in Lagos over two days on the weekend of October 7th and 8th, 2006 is drawing praise from far and wide. It will really do a lot for the brand image of Nigeria. Starting an annual music festival with the help and sponsorship of local companies is a strategic move for all the companies involved, especially for ThisDay which now has 35 million dollars in annual revenue. Also, the presence of government officials at the event will help project the image of the ‘united brands’ – comprising of Brand Nigeria, ThisDay and other participating brands.

The music festival could not have come at a better time to draw attention to the negative reports in the international media about the travel warnings regularly issued by the US, UK and other Western governments to their citizens. are taken out. with emphasis on the security and stability of Nigeria. The US government predicted in 2005 that Nigeria was a failed state that would disintegrate within 10 years.

ThisDay music festival is truly a public relations masterpiece for Nigeria and Nigerian brands. The show featured the likes of Beyonce and loverboy Jay-Z and other acts like Ciara, En Vogue, Snoop Doggy Dog, Missy Elliot, and Busta Rhymes. The stage was also set for Nigerian acts such as King Sunny Ade, Weird MC, TuFace, Majek Fashek, Seun Anikulapo-Kuti, Asha, Dare Art-Alade, and D. Banj to showcase their talents.

Speaking at the event, Nduka Obaigbena said the ThisDay music festival “is to show that good things can still work in Nigeria. We are here to show that if we work together we can achieve great goals and exceed the goals. pass unreached”.

To him and his team for the pride of Nigeria and Africa, hopefully this will bring a better confidence in Nigeria from the international community.

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