Commonwealth Trade Express

Commonwealth Trade Express will share information and lessons learned from recent Commonwealth Secretariat interventions. Articles will discuss design and implementation processes; in particular, practical solutions for the perennial problems surrounding appropriate trade policy design, advocacy and strategic trade interventions.


Designing a National Brand Strategy and Management Framework for Lesotho

Lesotho lacks recognition globally, which makes the country's investment promotion efforts challenging, even with a dedicated national agency driving such efforts. How can a country attract foreign investment when foreign investors do not know the country exists or what it stands for? The national brand strategy and management framework for Lesotho has been developed to address this specific problem and other aligned challenges, such as how to develop unique products of Lesotho in a sustainable way.


Keywords: Lesotho, nation branding, branding
JEL: F1: International Economics / Trade; M3: Business Administration and Business Economics; Marketing; Accounting; Personnel Economics / Marketing and Advertising; L8: Industrial Organization / Industry Studies: Services
This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error