African Brands

31.05.2006 World Economic Forum on Africa 2006 The question of whether Africa can or should be promoted as a brand, or whether this will better be done by promoting individual products and countries, developed into a theme during this session.

Simon Anholt, Independent Consultant on Branding, United Kingdom, said Africa's brand image is one of "ongoing catastrophe" and should be abolished. This image is great for generating charity, but is a huge obstacle to generating investment and tourism. This single continental brand image, or reputation, comes from the worst features of the worst countries being visited on every country in Africa, and all the money in the world would not change it. A reputation has to be earned and cannot be built through expensive advertising campaigns. "Brand Africa needs to be deleted so we can develop 54 individual brands with their own brand values," he said. He argued that national brands are built on successful individual brands, and not the other way around.

Thomas J. Bata, Chairman, Bata Shoe Foundation, Canada, noted that some African products lose their African connotation when exported, for instance to Europe. He said that Bata shoes manufactured in Kenya would in future carry the stamp "made in Africa". He argued that brands are developed from the successful creation of a product that serves the public. The development of African brands in turn requires the development of African entrepreneurs who will produce merchandise attractive to world markets.

Susan M. Clark, Member of the Executive Committee and Director, Corporate Affairs, SABMiller, United Kingdom, said it can be difficult and expensive to take an African brand such as Castle lager outside Africa. "African brands can travel, but it is hard work and we have to be more innovative about how we do it." She said that building around national pride, or "wrapping it in the flag" works for a while, but this value lessens as other products become similarly promoted. An alternative is to try to develop iconography that resonates because it is culturally relevant.

In response to a question, she said SABMiller now has its headquarters in London, but of its 60 businesses around the world, 58 are run by South Africans and the company actively promotes Africa on the world stage. During the discussion, some participants said brands were better built locally, first getting people to know and believe in the product. They mentioned Kenyan tea and coffee, South African wine and Rooibos tea. Another said brand Africa was a powerful brand, currently negative, and an effort should be made to change that.

Peter Sullivan, Group Editor in Chief, Independent Newspapers, South Africa, said that while Japan is known for electronics and Germany for efficiency, Africa has its own distinctive attributes such as gold, diamonds and wildlife.

Education and government support were singled out as requirements for high quality information. Anholt said that if companies and countries are to compete in the international market, they need the educational levels that will enable them to produce the goods and services required.

Bata argued strongly for government support for education, and for entrepreneurs through small business development and business finance. That this is already happening in some countries in Africa is a cause for optimism.

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