The Chartered Institute of Marketing, Ghana (CIMG), has proposed the establishment of a Brand Ghana Council, a permanent, multi-stakeholder body tasked with coordinating national branding efforts to ensure Ghana’s global image remains consistent, strategic, and above political cycles.
The announcement was made during the official media launch of the 36th CIMG Annual National Marketing Performance Awards, held in Accra. CIMG says the council will comprise key representatives from the institute, government, and industry and will oversee a long-term branding strategy to position Ghana as a globally competitive, export-driven economy.
“Ghana’s brand must not rise and fall with changing governments. It must endure. It must be protected. It must be elevated consistently,” Michael Abbiw, President of CIMG, stated.
CIMG believes the institute is uniquely positioned to lead this initiative due to its neutrality, technical expertise, and credibility across both the public and private sectors.
Backed by government stakeholders
The proposal has already gained support from high-level government officials. During the inauguration of CIMG’s Governing Council, Minister for Education Haruna Iddrisu charged the institute to champion Brand Ghana. A follow-up meeting with the chief of staff earlier this month reaffirmed the government’s backing for the proposed council.
“We are not here to observe. We are here to lead. We are ready to assist the government in any capacity to position Ghana,” Abbiw said.
Awards, integrity, and national development
CIMG used the platform to call for a national rethinking of marketing as a critical enabler of development. Emphasising marketing’s role in building sustainable businesses, shaping consumer behavior, and boosting Ghana’s global competitiveness, the institute said it is time for marketing to move “from the sidelines to the center” of national development.
CIMG also reiterated its commitment to the integrity of its flagship awards scheme, which has for 35 years recognised excellence in marketing practice. All award nominees are required to submit audited reports and undergo a rigorous assessment by technocrats and industry professionals—ensuring that recognition is based on data, performance, and impact.
“Awards must be earned, not gifted,” Michael Abbiw added in response to concerns over the growing number of unregulated awards schemes in the country.
Youth, professionals, and the future of marketing
Looking ahead, CIMG revealed plans to roll out accelerated qualification programmes for business executives and create more pathways for young graduates to enter the marketing profession. The institute also pledged to collaborate with other professional bodies to amplify marketing’s contribution to nation-building.
As the theme for this year’s awards was unveiled, CIMG called on all sectors—government, academia, business, and civil society—to unite around a shared national mission to build and sustain Brand Ghana.
“This is the moment for all of us to step forward. Let us make Brand Ghana a national mission. CIMG is ready to lead. Are you ready to act?”
The 36th CIMG Awards will be held later this year to honour ethical, high-impact marketing leadership that advances social good and national transformation.
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