As Executive for Competitiveness and Branding at the Namibia Investment Promotion and Development Board (NIPDB), Margareth Gustavo plays a pivotal role in how the southern African nation frames its image—both at home and abroad. For her, branding is not about slick slogans or surface-level messaging, but about grounding Namibia’s identity in values that resonate globally.
We spoke with Margareth about the pillars guiding Namibia’s national brand, the weight of recent discoveries, and how Africa can move from reactive narratives to authored futures.
The interview is part of our special edition on the Places and People to Watch across Africa and the Middle East—available here this November.
Margareth, what does it take to brand a country without reducing it to a slogan?
For me, branding Namibia is about alignment, not taglines. We’ve identified six core pillars that define who we are: political leadership and governance, goods and services, natural resources, sports, culture and heritage, and landscapes. These pillars have shaped our story since independence and remain the foundation of how we present ourselves to the world—authentic, resilient, and forward-looking.
When you reflect on Namibia’s story since independence, which moments have most shaped its global perception?
Our peaceful political transitions and strong governance have set us apart in the region, signalling stability and leadership from the very beginning. We were pioneers in environmental protection, becoming one of the first countries in the world to enshrine conservation in our Constitution—an approach that has shaped how the world sees us as custodians of both land and heritage.
Culturally and environmentally, we have unique assets—from petrified forests to the Namib Desert—that define our image on the global stage. We’ve also made significant contributions through sports and pageantry, with Namibian athletes and ambassadors consistently raising our profile internationally. More recently, the discovery of oil and gas reserves represents a critical turning point. It’s a one-time opportunity, and the decisions we make now will shape Namibia’s legacy for generations.
Tourism in Namibia is often recognised as a model for conservation. What role will the visitor economy play in the brand’s next chapter?
Tourism is both an economic engine and a conservation tool. By empowering communities to manage natural resources sustainably, we’ve created a model where visitors contribute directly to preservation. Whether they’re exploring Etosha or the Skeleton Coast, travellers become partners in protecting our environment while experiencing the depth of our landscapes and cultures. That ethos will continue to guide how we position Namibia globally.
How does the new brand strategy spotlight Namibians themselves?
It’s essential that this strategy is built with Namibians, not just for them. We’ve developed a comprehensive stakeholder engagement process involving government, academia, private sector, media, and local communities. Home-grown businesses have shared invaluable insights, and we’re turning some of their stories into case studies that showcase Namibia’s strengths from within. Our aim is for every Namibian to see themselves in the national brand and feel a sense of ownership over it.
Looking beyond Namibia, what are the broader challenges and opportunities for place branding in Africa?
Poverty and inequality remain fundamental challenges. Place branding must be strategic and long-term, rooted in addressing internal issues first. At the same time, Africa has a tremendous opportunity to own its narrative—telling authentic stories, leveraging its youthful population, and moving from dependency to agency. We need to shift from being invited to global tables to setting our own, advancing a unified development vision.
Thank you, Margareth.
Connect with Margareth on LinkedIn.
