The Buy Uganda Build Uganda (BUBU) policy is set to be rebranded soon, Permanent Secretary – ministry of Trade Julius Onen has disclosed.
Rebranding is about creation of a new look and feel, with the main goal being influencing of perception. (WhatIs.com)
Speaking last week during the launch of the Textile Development Authority, Training and Common Facilities Centre and Uganda Cleaner Production Centre in Kampala, Mr Onen revealed that the move to rebrand the policy launched six months ago, is in high gear.
He said: “We are going to rebrand BUBU to Zimba Uganda then thereafter re-launch it.”
He added: “This policy is good for our economic development but it has been misunderstood in certain quarters.”
In a separate interview after the launch of the said trustees, Mr Onen said: “We are now designing the logo and finalising promotion modalities, which will include a song about the initiative.”
Some Ugandans prefer to consume imported productsto locally made products, a tendency the rebranding aims to reverse.
Although Mr Onen did not say how soon the rebranding and the resulting relaunch will happen, Daily Monitor has seen a copy of the ministry document saying government has adopted Zimba Uganda as the BUBU brand name and developed a logo that will be used on all Ugandan brands.
The document also revealed that the ministry will launch the Zimba Uganda brand name next month.
Importantly perhaps, the ministry’s senior leadership believes with rebranding, ownership of the initiative will be a little less complicated to explain and understand.
Last month, in a speech of Bank of Uganda Governor Tumusiime-Mutebile read by deputy director research David Sajjabi, the Governor downplayed the relevance of BUBU.
According to him, among other things, BUBU is inconsistent with the East African community customs protocol which bars any partner state from undertaking administrative measures that discriminate against other member countries.
In response, Trade minister Amelia Kyambadde said the intention of BUBU is to spur domestic consumption rather than encourage protectionism.
She urged the Governor to support the initiative, saying it is the solution for the economic shocks that the Central Bank grapples with often.
CREDIT: MONITOR PUBLICATIONS