Center for Global Development: The Case Against Branding Development Aid in Fragile States
CGD Visiting Fellow W. Gyude Moore, former minister of public works in Liberia, makes a case against the branding of development aid in post-conflict, low-income countries, writing, “[E]ven though significant resources have been poured into branding, its benefits are iffy at best and counterproductive at worst. Studies of its impact tend to pay little attention to how branding affects the relationship between recipient governments and their publics, but evidence shows that it can have corrosive systemic impacts…” (6/5).