Survival of the fittest brand - 18 May 2009

It is hard to believe that Zimbabwe used to have one of the strongest economies on the African continent. Zimbabwe was a thriving nation until 2000 when the Mugabe regime introduced the land reform program, and price controlling. Hyperinflation, unemployment and poverty sucked the country into an inescapable spiralling abyss. It's only now, in 2009, that there may be some light at the end of the tunnel with the coalition government of Mugabe and Tsvangirai. There is once more a flicker of hope for the people as well as for businesses that saw their profits plummet during the crisis. Companies like Delta Corporation, which plans on rebranding its products, have a chance to turn their businesses in the right direction. However, Zimbabwe's recent economic turmoil is not the only mountain they need to climb but the global economic crisis too has businesses worldwide on a shaky ledge; only those well-balanced enough will see it through and remain stable. What all businesses need to ensure is that their corporate image and name offers “a credible personality to its customers and shareholders alike,” says Naseem Javed, author of Naming for Power. So if your company's image doesn't stand out from the rest and project a positive, inviting, trustworthy image , you may be in trouble. Competition however, is healthy and just as it is in the wild; it all comes down to the survival of the fittest.