The proposal to rename Ghana’s international airport has sparked a national conversation about the significance of names and their impact on our collective identity. In Ghana, names are not just labels; they carry spiritual and cultural significance, influencing our perceptions and attitudes. Traditional names like Adom (meaning “gift from God”) and Nyamekye (meaning “God’s gift”) reflect how Ghanaians cherish names that convey values and aspirations. For instance, in the Bible, names like Jabez, meaning “he will cause pain”, were changed to reflect a person’s destiny or character. In the Quran, we see the example of the Prophet’s companion, whose name was changed from “Abdul Ka’bah” (slave of the Ka’bah) to “Abdullah” (slave of God). Similarly, in Ghanaian culture, traditional names like these typify how Ghanaians value names that reflect their values and aspirations.
A Legacy of Controversy
The 1966 military coup led by Lieutenant General Emmanuel Kwasi Kotoka raises questions about its constitutionality. Ghana’s 1992 Constitution rejects coups d’état and emphasizes democratic governance. The Supreme Court’s ruling on the 31st of December Revolution celebration highlights the complexities of associating institutions with figures whose actions are debated. The court declared that using public funds to celebrate the coup was unconstitutional, as it glorified an unconstitutional takeover. This reflects Ghana’s constitutional commitment to democratic governance. In the context of renaming the international airport, it’s essential to consider the implications of associating the institution with a figure like Kotoka, whose actions are debated in terms of constitutionality. A name change could be an opportunity to rebrand the airport around a figure or theme that resonates with Ghana’s democratic values and cultural heritage.
Lessons from Successful Rebranding
The rebranding of Ghana Commercial Bank (GCB) is a prime example of how a comprehensive rebranding effort can revitalize an institution, making it more relevant and responsive to the needs of its customers. GCB’s rebranding went beyond just changing its name; it involved a complete overhaul of its brand identity, including a new logo, visual identity, and messaging. This holistic approach has contributed to the bank’s increased market share and customer engagement. Similarly, the Institute of Professional Studies (IPS) underwent a comprehensive rebranding effort, changing its name to University of Professional Studies, Accra (UPSA), and overhauling its brand identity to reflect its new status and mission. This effort has lifted the face of the institution, enhancing its reputation and appeal. While rebranding can be a significant investment, the examples of GCB and UPSA demonstrate that it can be a worthwhile one. A well-executed rebranding effort can lead to increased visibility, credibility, and ultimately growth. These examples highlight that a name change alone is not enough; a comprehensive rebranding effort is necessary to unlock the full potential of an institution. A name change without a corresponding shift in identity, messaging, and culture may not achieve the desired impact, emphasizing the need for a holistic approach to rebranding.
Crafting a National Identity
The proposed renaming of the airport presents an opportunity to reposition Ghana’s image on the global stage. By applying branding principles, we can create a name that reflects our country’s values, culture, and aspirations. This could involve incorporating elements of our rich cultural heritage, such as traditional Ghanaian names or symbols, to create a unique and memorable brand identity. For instance, incorporating Adinkra symbols like the “Gyaan Du” (meaning “fire pot”) which represents creativity and innovation, or the “Akrowa” (meaning “spider”) which symbolizes wisdom and cunning, could add depth and meaning to the airport’s brand identity. By leveraging these cultural touchstones, we can create a name and brand that not only resonates with Ghanaians but also tells a compelling story to the world.
A Catalyst for Growth
Rebranding the airport could be a catalyst for revitalizing Ghana Airways and establishing the country as a major player in the global aviation industry. A rebranded airport could attract more international flights and airlines, increase tourism and trade, enhance Ghana’s global reputation and competitiveness, and create new opportunities for economic growth and development. Incorporating a thoughtful name change into a broader rebranding strategy that includes updates to the airport’s visual identity, messaging, and overall experience, Ghana can unlock these benefits and position itself for long-term success.
Charting the Path Forward
The Ghana Airport Company should prioritize stakeholder engagement, including public participation, to gather input and feedback on the rebranding process. This should be complemented by thorough market research to inform the development of a unique value proposition that showcases Ghana’s culture, tourism attractions, and business opportunities. A comprehensive brand strategy should be developed, encompassing a new logo, visual identity, and messaging that resonates with the nation’s heritage and vision. Given the current proposed name, Accra International Airport, leveraging the capital city’s reputation could be beneficial. City-based names like London Heathrow and New York’s JFK are iconic and instantly associated with their locations. Accra’s name carries cultural and geographical significance, reflecting the city’s importance. Furthermore, rebranding efforts should extend to Ghana Airways, positioning it as a leading international airline, with the rebranded airport serving as a strategic hub for growth. Undertaking this holistic rebranding exercise will significantly enhance Ghana’s global reputation, drive economic growth, and showcase its rich cultural heritage to the world. It’s time to harness the power of names and rebrand our nation.
The writer is a Lecturer at University of Professional Studies, Accra, Marketing Department (Dr. Ebenezer Arthur Duncan – 0244882425).
