Re‐branding Africa

Abstract

Purpose -The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re-branded to attract both international and domestic investments. Design/methodology/approach -An extensive review of literature that encapsulates branding, nation branding, place/destination branding, foreign direct investment and issues associated with investment opportunities in Africa was conducted towards exploring how Africa has been branded and could be re-branded. Findings -This paper finds that the extant literature is replete with publications that essentially associate Africa, as a brand, to poverty, underdevelopment, corruption, doom, pestilence and several other inauspicious features. Nonetheless, the article also shows that there are several existing virtues especially in the form of business opportunities in several sectors that could be accorded extensive publicity to espouse the continents' brand equity. These range from agriculture, to tourism, to real estate, to sports and several existing foreign direct investments already thriving in several parts of the continent. Hence, the suggestion for re-branding Africa as a viable continent for global business transactions is strongly emphasised in the article. Practical implications -This paper has a significant implication for positioning Africa as a relevant business partner in the global marketplace by echoing the extensive business opportunities that await both the indigenous and foreign investors in the continent. Originality/value -The article espouses the brand equity of Africa as a continent and suggests avenues for constantly communicating the inherent virtues of the content to the world towards maintaining her rightful position in the international business community.

Place Images and Nation Branding in the African Context: Challenges, Opportunities, and Questions for Policy and Research

“…In conclusion, business opportunities in Africa abound and are increasing (Osei & Gbadamosi, 2011), Africa's own companies are on the internationalization path, and the continent's resources remain as plentiful as ever -leading the Call for Papers of the new SSA chapter of the AIB to contrast what was "once described as 'the hopeless continent'" against their inaugural conference theme of "Africa Rising".…”

Applying Anholt's National Branding Model: The Case of Kenya

“…More recently, the American Marketing Association (AMA) defined a brand as "a name, term, design, symbol or any other feature that identifies one seller's goods or services as distinct from those of other sellers" (2010). Clearly, a brand is valuable to the owner as it can assist consumers to perceive equity and differentiation among competing products and firms [2,3]. Accordingly, Anholt [4] argues that countries have always been brands, and just like any other brand, nations have individual identities which are unique unto themselves [5]; no two nations are alike.…”

Understanding place brands as collective and territorial development processes

“…Although the concept of place branding has received increased attention in practice and theory in the past two decades, research that focuses on place branding in Africa is sparse, 'almost nonexistent' (Osei & Gbadamosi 2011). However, the potential and need for branding African countries have been recognised in literature (Anholt 2005, Calas et al 2011, Freire 2014, Osei & Gbadamosi 2011, Wanjiru 2006 and branding opportunities, such as retail, agriculture, tourism, real estate, sports and manufacturing (Osei & Gbadamosi 2011).…”

“…However, the potential and need for branding African countries have been recognised in literature (Anholt 2005, Calas et al 2011, Freire 2014, Osei & Gbadamosi 2011, Wanjiru 2006 and branding opportunities, such as retail, agriculture, tourism, real estate, sports and manufacturing (Osei & Gbadamosi 2011). Finally, place branding could be a medium to valorise and promote the rich cultural heritage of places belonging to the African continent, which in total has more than 60 properties recognised by UNESCO as world heritage sites (Calas et al 2011, Freire 2014.…”

“…With regard to place branding in Africa, it has been stated that it is sparse, 'almost non-existent' (Osei & Gbadamosi 2011). However, the potential and need for branding African countries has largely been recognised in literature (Anholt 2005, Freire 2014, Wanjiru 2006, and place branding has even been considered as a potential means to 'create a fairer distribution of the world's wealth' (Anholt 2005).…”