Renaming Kotoka International Airport: Brand Ghana at the departure gate

By Ahn-zim Wusa MANGA

By any measure, an international airport is more than concrete, runways, and baggage belts. It is a nation’s first handshake and last impression.

For Ghana, Kotoka International Airport (KIA) is not just an aviation facility; it is a brand touchpoint, a national symbol, and the emotional starting point of the Ghana story for millions of travelers each year.

Against this backdrop, proposals to rename the airport inevitably raise a deeper question: what would such a change mean for Brand Ghana, and how should it be approached if it is to strengthen, rather than dilute our national identity?

A name is not just a name

In branding, names carry meaning, memory, and positioning. “Kotoka International Airport” is deeply embedded in aviation charts, airline systems, travel itineraries, and global consciousness. Any renaming exercise would therefore go beyond signage replacement; it would be a strategic re-articulation of Ghana’s national narrative.

The critical question is not whether Ghana can rename its main airport, but why. Is the motivation historical redress, national unity, brand repositioning, or generational renewal? Clarity of purpose is essential, because the rationale will determine public acceptance, international reception, and long-term brand equity.

Brand Ghana: Risk or reinforcement?

From a marketing communications perspective, renaming KIA presents both opportunity and risk.

On the opportunity side, a carefully chosen name could:

• Reinforce Ghana’s values of democracy, unity, Pan-African leadership, or cultural pride.
• Align the country’s gateway with its forward-looking economic and tourism ambitions.
• Create a renewed global conversation about Ghana—one that positions the country confidently and intentionally.

On the risk side, poor execution could:

• Create confusion in the aviation ecosystem.
• Attract political polarization rather than national consensus.
• Weaken brand recall if the new identity lacks emotional resonance or global clarity.

In branding terms, this is not a cosmetic rebrand; it is a repositioning exercise. And repositioning requires strategy, not sentiment alone.

The work behind a professional transition

Renaming an international airport is an operational and reputational undertaking of significant scale. Professionally executed, it would require:

1. Stakeholder alignment: Government, aviation authorities, airlines, ICAO, IATA, travel partners, tourism bodies, and the Ghanaian public must be engaged early and transparently.
2. Legal and regulatory updates: Airspace documentation, aviation codes, bilateral agreements, insurance, and compliance frameworks must be updated seamlessly.
3. Brand architecture and identity rollout: Visual identity systems, wayfinding, uniforms, digital platforms, and international directories must reflect the new name consistently.
4. Change management: Clear timelines, phased implementation, and international communication to avoid operational disruption.

This is precision work. In aviation, ambiguity is not just inconvenient, it is unacceptable.

Marketing the Name: Strategy, Not Noise

If Ghana proceeds, the marketing strategy must be deliberate and dignified, not celebratory noise without substance.

Effective strategies could include:

• Narrative-led communication: Clearly explaining the meaning, values, and symbolism behind the new name. People don’t resist change; they resist unexplained change.
• Diaspora engagement: Positioning the renaming as a unifying national milestone, not a domestic political act.
• Global PR and aviation media: Proactive storytelling across international aviation, tourism, and business platforms to manage perception and build credibility.
• Tourism integration: Linking the new airport identity to the broader Brand Ghana promise, culture, hospitality, stability, and opportunity.

In short, the story must travel as smoothly as the passengers.

Nationalism, Unity, and the Emotional Equation

Airports are emotional spaces. They welcome home returning citizens and bid farewell to those carrying Ghana into the world. Any renaming must therefore transcend ideology and speak to shared national values.

The process should ask: Does this name unite more than it divides? Does it reflect a Ghana that all citizens can see themselves in? Nationalism, when inclusive and forward-looking, can be a powerful brand asset. When exclusionary or rushed, it becomes a reputational liability.

Implications for the Aviation Sector

For airlines and aviation partners, consistency, safety, and predictability are paramount. A renaming exercise must reassure the sector that Ghana remains a stable, professional, and globally aligned aviation hub. Smooth coordination with international systems and minimal disruption to operations will be critical signals of competence.

Handled well, the exercise could even reinforce Ghana’s reputation as a mature aviation destination capable of managing complex transitions with confidence.

Exploring the Possibility, With Intent

Renaming Kotoka International Airport is not merely a symbolic act; it is a strategic branding decision with national and international consequences. The question, therefore, is not whether Ghana should explore the idea, but whether it is prepared to do the work required to make it meaningful, inclusive, and globally credible.

If approached with clarity, consultation, and professional marketing discipline, such a move could strengthen Brand Ghana and reaffirm national unity. If rushed or politicized, it risks becoming a missed opportunity at our most visible national doorway.

In branding as in aviation, how you take off matters just as much as where you intend to land. Are we ready?

Chief. Ahn-zim Wusa Manga is a seasoned marketing and brand communications expert with extensive cross-sector experience spanning media, entertainment and events, telecommunications, banking, breweries, hospitality, FMCG, and academia.

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