… Featured for name change
BY PHUMELELE MKHONTA
MBABANE– One of the most reputable reads in the world has recognized Eswatini!
Forbes Magazine has included Eswatini in its article ‘2022 Rebranding trends that will guide 2023’ under ‘Country Rebrands’ section.
Worth noting is the country is becoming popular and a trend setter for changing its name from Swaziland to Eswatini and it has been cited on articles of Turkey’s name change to Turkiye.
According to the article published yesterday, the Forbes Magazine team of brand strategy, creative and execution experts identified trends in rebranding that would have an impact on the practice in the coming year.
“We believe that rebranding is not just a logo and visual identity makeover but standing up an entirely new brand that includes a new corporate or product name. Last year produced several great examples that will surely shape 2023,” said the team in the publication.
Under country rebrands, the internationally renowned magazine wrote did people know that countries rebrand?
“With the death of Queen Elizabeth II, the United Kingdom is replacing the monarch’s image with that of King Charles III on bank notes, flags, and more.
“The country Turkey chose to change its official name from the anglicized version to Türkiye, requiring updates across businesses and the national airline. Now the country’s challenge is getting other countries to acknowledge the change.
“Apparently, rebranding a country to change perceptions is nothing new, according to The Week, citing Upper Volta’s name change to Burkina Faso, and the Kingdom of Swaziland’s change to the Kingdom of Eswatini,” read the magazine, highlighting Eswatini.
When sought for comment, the Ministry of Foreign Affairs and International Cooperation Communications Officer, Sikhumbuzo Bhembe, said countries were allowed to freely rebrand (change their names).
“Under the International Law States, countries are allowed to enjoy sovereignty and self-determination. This simply means that they enjoy changing names if need be,” said Bhembe.
