||Like it? PLEASE +1 it! Thanks!|
World Economic Forum on Africa 2006
The focus of this WorkSpace session changed to "Perceptions of Africa" under the direction of the facilitator, Peter Sullivan, Group Editor in Chief, Independent Newspapers, South Africa.
Simon Anholt, Independent Consultant on Branding, United Kingdom, said in introducing the discussions that a brand is a nation s most valuable asset. It can be changed not by communication but by the commonly held beliefs of its own people.
Yvonne Johnston, Chief Executive Officer, The International Marketing Council of South Africa (IMC), South Africa listed some of the learnings from the development of Brand South Africa. These included that buy in, and budget, from the head of state is essential, that developing a national brand is a process that takes three to four decades, that the brand must be owned by the people and that it must tell the truth.
In a series of breakout group discussions, participants identified current perceptions of Africa, achievable perceptions of Africa in 2008, and some innovative ways of getting there.
Ideas for more positive perceptions in 2008 included promoting Africa as the "next big thing", a continent of nearly 900 million people following on the development of China and then India, each with some 1.2 billion people.
Allied to this was the promotion of Africa as the "must have" continent in 2008 the "must have" place to do business, to visit and the "must have" trading partner with "must have" products.
Other suggestions were "Africa exciting times ahead", "Africa on the rise" and "Africa producing positive surprises".
Suggested ways to achieve these objectives included identifying and promoting national, regional and continental successes and using African sports and entertainment stars to promote the continent and stress that "I am an African". Pop stars should also be encouraged to film their next video in Africa.
Business successes should be celebrated, such as highlighting investments into Africa and the development of successful co manufacturing ventures. So should the political factors affecting business, such as democratization and deregulation.
Sullivan said in conclusion that the ideas and suggestions have all been recorded and will be collated by the World Economic Forum. An Africa Union participant noted that the AU summit in September will also be looking at rebranding Africa, and she thanked participants for what will be a contribution to that discussion.
Related ArticlesSME's - collectivism yes or no
SMEs - opportunities in Africa
A case for rebranding - catalysts for brand revitalization
Wall Street, “Africa is Investing’s Final Frontier”
Quick Mobile Hits Around Africa
Africa + Nollywood Makes the List of "Eighty Things to Watch in 2008"
SMEs and entrepreneurs in Africa
V. D. The Future of China-Africa Economic Relations: FACTORS INFLUENCING THE GROWING TIES
SMEs - surviving the recession in Africa
SME's - Africa versus the Far East
SME's - why is franchising not more popular in Africa
Changing “Brand Africa”, an International Trade Forum magazine feature
4.4 References: Economic Report on Africa 2007
II.a Merchandise Trade: TRADE AND CAPITAL FLOWS BETWEEN CHINA AND AFRICA
Forget aid and money Africa needs IDEAS
Comparison with other developing countries: Africa’s human development
SME's - the future is bright
SME's - can entrepreneurialism survive in Africa
Go to Africa, Young Investor
4.0 Diversification trends in Africa: Economic Report on Africa 2007
Free PDF Download
Reinventing Foreign Aid: "Help Us Help Ourselves"
By World Economic Forum
About the Author: World Economic Forum
RSS for World's articles - Visit World's website
The World Economic Forum is an independent international organization committed to improving the state of the world by engaging leaders in partnerships to shape global, regional and industry agendas. Incorporated as a foundation in 1971, and based in Geneva, Switzerland, the World Economic Forum is impartial and not-for-profit; it is tied to no political, partisan or national interests. The World Economic Forum is under the supervision of the Swiss Federal Government.
Click here to visit World's website.
More from World Economic Forum
Partnership for Africas Regeneration
40 Gender differences in constraints and opportunities Gender Entrepreneurship and Competitiveness in Africa 2007
Business Solutions to Hunger in Africa
Briefing Investing in People
60 The broader context Gender Entrepreneurship and Competitiveness in Africa 2007
Related Forum PostsRe: need advice
Re: Newbie from Africa
Adventure travel to Africa.
Re: Newbie from Africa
Re: New top Banner - my feedback
Share this article. Fund someone's dream.
Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
By: Evan Carmichael
By: Evan Carmichael
||Like this page? PLEASE +1 it!|