In 2010, the 'Brand Africa' initiative **************************** "Brand-Africa is a pan-African inter-generational movement to create a positive image of Africa, celebrate our identity and inspire our competitiveness.It is a brand-driven approach which recognises that in the 21 st century, brands are an asset and a key driver of value and reputation for individuals, institutions or sovereign nations and the collective African brand.Brand Africa seeks to achieve its goals by promoting intergenerational partnerships and a catalytic environment for investment, tourism and active citizenship; celebrating and showcasing Africa's capabilities and achievements; improving its image, and celebrating Africa's collective and diverse cultures, values and identity. Brand Africa is an independent and non-profit global African initiative for Africa by Africa" (original emphases).