Upcoming Africa Branding Masterclasses

Nairobi, Kenya
Accra, Ghana
Lagos, Nigeria
Windhoek, Namibia
Harare, Zimbabwe
Kigali, Rwanda
Addis Ababa, Ethiopia
Maputo, Mozambique
Gaborone, Botswana
Johannesburg, South Africa
Tunis, Tunisia
London, UK

Organizer
Brand Leadership Academy
Partner
African Business Training
Endorsement
African Marketing Confederation
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Africa Branding Masterclass

Africa is the world’s fastest-growing population, projected to account for more than 40 percent of global population by 2030 (McKinsey), and the youngest with 70% of the population under the age of 30 (United Nations). The African economy is fast outpacing other regions globally with an average growth in excess of 5%, with projected six of the 10 fastest growing economies in the world by 2015(Economist). Consequently, Africa’s wealthy class and high-net-worth individuals (HNWI) are also growing by 9.9%, the second-highest growth rate in the world after North America, and above the global average growth rate of 9.2%, according to the 2012 World Wealth Report by the consulting firm Capgemini. According to McKinsey’s Rise of the African Consumer Report, Africa’s consumer-facing industries are expected to grow by more than $400 billion by 2020.

According to Mickensey, brands play an important role in Africans’ purchase decisions. In North Africa, 72 percent of consumers equate popular brands with quality. In both North and sub-Saharan Africa, brand loyalty averages 58 percent.

As Africans become wealthier they are seeking more quality products and brands. Consequently, leading global brands are looking to the continent as the destination for brands and growth. At the same time, Africans are fast-tracking ‘Made in Africa’ brands across all sectors, particularly in telecommunications and financial services where brands such as Kenya’s Safaricom mobile money brand, M-Pesa, Nigeria’s online retailer brand Konga, and South Africa’s MTN have affirmed Africa’s growing capability in building world-class African brands.

However, as illustrated in the recent Brand Africa 100 survey, non-African brands are still setting the pace. African brands represent only 33.7% of all the most valuable brands, while non-African brands account for 66.3%. Out of all the African brands, South African brands represent 72% of the share, Nigerian brands 26% and Kenyan brands 2%.

The African market opportunity is concentrated, with 10 of 54 countries—Algeria, Angola, Egypt, Ghana, Kenya, Morocco, Nigeria, South Africa, Sudan, and Tunisia—accounting for 81 percent of Africa’s private consumption in 2011 (McKinsey).

There is an urgent need to enhance capabilities and capacity in Africa to build world-class African brands and global brands inAfrica.

The Africa Branding Masterclass™ is designed to inspire and empower marketing, communication and business leaders to strengthen their brand leadership capabilities with cutting-edge global African insights to build great African brands and global brands in Africa.
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