SHAPING THE FUTURE OF BRANDS IN AFRICA
Here comes the African Brand Congress 2021. I am glad that Africans Brands now have a voice in the global community using the platform of the congress.
The African Brand Congress has become an annual fiesta where Best Brains behind most successful and sought after Brand in Africa come to educate, engage and inspire Brand Managers and professionals in the pursuit of best practice in Brand Building and value creation. Shaping the priorities for the 2021 edition.
This is quite apt in a time like this when there is a campaign on made in Africa Brand Revolution. The revolution what they produce so as to boast the economy of its continent.
The African Brand Journal in this edition focuses on Best Brands in Africa with the Brands that make Africa great through the African Brand leadership merit award. The ranking for Best Brands is an important metric of the progress Africa is making in Building made in Africa Brands and challenging the dominant of non-African Brands in Africa which over the years have account for the 80 share of the value of the Best Brands.
Africa account for 4 of the 10 fastest growing economies in the world according to the 2016 World Bank Growth Rate Data. But non-African brands dominate Africa because of their sheer volumes, historical admiration and investment. In time, it is important for Africa’s ultimate economic independence has it adequately and fairly serves and competes for a large share of its own consumer base, which is estimated, will reach a population of 2bm by 2050 and achieve consumer expenditure of 11 trillion by 2010. Equally, the license for non-Africa Brands to thrive in Africa will be determined no longer by history and economic might, but by how they adopts to who demands Brands that reflect their needs, conditions and ambitions.
The future of Africa Brands is very bright. The journey has began through the platform of the congress.
African Brands must practice the Beyond the Brand which means reinventing the processes and rediscovery what makes African Brands great. The key to getting the Brands and co-creating with African customers, from the bottom up, to the start with one step. A lot of interesting Brands, are finding incredible wonderful way to co-create with their consumers and facilitate, this bottom-up inspiration throughout their organizations.
The future brands priorities for African Brands is likely to change for one critical reason. It is highly likely that consumers will continue to value the function Brands provide, in a more and more complex world, well-managed Brands can simplify, communicate, reassure and provide important meaning to consumers. It is my believe that the African Brand Congress has now part of African success story. In the future, it will become shape its Journal provides all matters in Branding an it is the catalyst that will boost Africa Brand Revolution. The future is now. Enjoy it.
