One-size-fits-all branding in Africa doesn’t cut it
A marketing strategy that works in one African market does not guarantee success in another African market
As the global economic slowdown continues to inhibit opportunities for expansion in home territories, more and more companies are looking to the rest of Africa as a potential growth market. The mistake too many of these brands make, particularly international ones, is to treat Africa as a homogenous whole. Africa does not have a single culture. A marketing strategy that works in one African market does not guarantee success in another, and to assume otherwise indicates a woeful ignorance of the continent and its diverse people. The vibrant and colourful continent has a kaleidoscope of cultures, traditions and ethnic groups that respect many different values and beliefs. The people of Africa are defined not only by their innate traditional and prevailing social cultures but also by the broader political landscape within which they find themselves. Consider, for example, how very different Zimbabwe’s financial and economic environment – with its currency problems, soaring inflation an...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.