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THE NEED FOR BRAND MANAGEMENT IN OUR NIGERIAN POLICE FORCE.
Globally, the police force of other developed countries marks an integral part of their enforcement system, when it comes to maintaining law and order, protecting life’s and properties as mandated in their constitution.
I often times admire how their police as a brand is being managed, perceived by its citizens, and its swift enforcement system.
However, I try to unconsciously relate this to our Nigerian police. But a surge of cynicism, hatred, agents of extortion shrouded with a mental picture of men and women in black, faced with the harshness of our streets, trigger happy police officers keeps creeping into my heart. Even the popular maxism which says; “THE POLICE IS YOUR FRIEND” is being thrown to the wind.
Who says the Nigerian Police can not be your friend? Brand managers would agree with me that, if the nigerian police is effectively managed the much anticipated facelift would come, while the popular maxism could be related.
In this smartering article of mine we would be defining brand management as it affects the nigerian police.
What is brand management? According to wikipedia, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential in brand management.
THE NIGERIAN POLICE FORCE AS A BRAND
Just like other brands competing for recognition,the nigerian police is also faced with the daunting task of brand recognition. Which can only be achieved through developing good relationship with its public.
As an enforcement organisation with an emotional connection its intangible elements are PERCEPTION, EXPERIENCE and BRAND IMAGE.
ACTION PLAN
Having identified its intangible elements we would discuss briefly on them, then martial out action plans for the highlighted elements.
1. PERCEPTION: this triggers emotional connection between the brand and its target audience.
In relating this to our discourse, its a pity! And regretable to note that the nigerian police isn’t subconsciously registered in the good books of nigerians.
To curb this, brand managers should conduct perception surveys or opinion polls on nigerians. Whatever is being gathered helps to know how the system has failed. The application effected from feedbacks would go a long way into bringing the positive emotional connection.
2.EXPERIENCE: this has to do with the experential physical engagement the nigerian police has with nigerians in general when discharging its duties.
To some it leaves memories of friendship, true patriotism and swift enforcement responses. To others it leaves bitterness in their memories. Whichever is your experience brand managers should constantly re-orientate the men in uniform on the need to leave an experience of friendship. This will trigger effective two way flow of communication.
3. BRAND IMAGE: this could be effected if a large number of literates are recruited into the police force, handling groups or individuals with civility, a total overhaul in their system, facelift giving to police presincts, better uniforms, better arms and its knowledge of usage.
With all these discussed, if carried out effectively I am sure brand management will give our police force the facelift which we all crave for.
God bless our dear Nigerian police force!
