Building Brands Africa
For African brands to better position themselves in the continent, Schmitz says they need to leverage the defining moments in the countries in which they operate.
“One need only look at the Ayoba brand campaign of MTN during last year’s World Cup to see those benefits. But not every company has the luxury of having huge budgets. To this end, companies need to examine what their employees think about them. They are brand ambassadors and will promote the company (and its brand) if it is warranted,” says Schmitz. He cites the trust Google has created in its brand and how its attracting the best talent in the world to go and work there. Things like working conditions, benefits and a love for the brand are natural drivers to Increase the brand.
Absa’s Ntshingila sayo, “We work each day with new opportunities and challenges to actively build the brand, which is not just the marketing department’s responsibility, but all of us that work for the Barcays Group. Our interactions with our customers present an opportunity to build and add value to both the Absa and Barciays brands. “Ultimately, African brands need to be measurable and accountable “If one looks at how business n done in Africa, it is very difficult to get any type of information on brands. External stakeholders simply do not have access to updated information on African brands. Brands on the continent must therefore get into the culture of being measured.
Once this is happening, they will able to make changes to their brand strategy as they can see the results of how people view them, Schmitz says.
Crystal ball gazing
In Africa, there is a massive case for electronics, mobile communications, and handsets that cater to the lower LSM segments.
The beverage industry is still big with oil and gas generating significant business especially in Nigeria and Ghana.
One only needs to look at Shell which leads the oil and gas sector in terms of brand value. While the organisation in Africa is going through a period of transition by agreeing t divest the majority of its shareholding in most of its downstream business in Africa, it will still remain active in the continent.
But do Africans value brand the same way as their international counterpart? People definitely find brand value important but it is not on the same scale as abroad. As products and services become more commoditised , it is brand that becomes the differentiator.
“Africa as a whose needs to understand the importance of brand value and the need to track that value.” concludes Schmitz
The Brand Africa 100 awards Brands are unarguably important channels for communicating national identity. The value in African brands receiving such accolades is that they help to boost the reputation and image of their countries of origin. This clearly illustrates that strong businesses and brands play an important part in the development and growth of a country’s economy and reputation.
They influence inward FDI increased trade and the growth in stature of their country of origin.
Therefore, building strong sustainable business brands benefits not only the companies but the economy of the country-by creating a positive environment for investment, job creation and prosperity for the citizens. In this way service and or product brand are critical flagships and drivers of economic development. Support by government and civil society tor brands that contribute to the reputation of a nation is important Brands contribute to competitiveness for example financial services brands have contributed significantly to South Africa’s global competitiveness.
