AFRICA: THE WORLD LOOKING IN
For many global companies, Africa already represents a significant market. For many other companies and brands – who face sales declines in the credit-crunched markets of the developed world – Africa represents the next wave of opportunity and growth. Africa’s middle class is growing rapidly and more of the continent’s governments are opening-up their economies and moving away from the state-controlled structures of old.
In 2010, over 4bn people will watch the World Cup, hosted by South Africa, and over 400,000 will visit – many seeing Africa for the first time and many responsible for global brand marketing, making media decisions and forming opinions. It will be a vital chance to overturn misconceptions and create lasting impressions. Although the event will cost RSA over $2bn in infrastructure improvements, it has already been estimated that the event may pay-back $7bn in income to the country. Can other Africa nations find ways of finding similar virtuous equations? As the global economy shifts to new seats of power and influence, is this now the time for Africa to re-launch itself as a destination brand – and a positive place within which to build global brands?
AFRICA: REACHING OUT TO THE WORLD
In his recent world tour, Morgan Tsvangirai, Prime Minister of Zimbabwe, met with business leaders including Sir Martin Sorrell of WPP and Sir Richard Branson, founder of Virgin, encouraging them to help in the re-development of his country. This is one clear and most direct example of an African nation reaching out to global business. From Sierra Leone to Nigeria and through Rwanda to Botswana, governments are employing Nation Branding techniques to uncover insights into their global potential in order to energize their economies. With tourism accounting for around 8% of sub Saharan Africa’s GDP, many countries are still strongly promoting their tourism credentials.
But other routes are now being found. Information Technology, software developments, global outsourcing are all on the rise. From investing in indigenous industries to looking at their population’s skill sets, many African governments are looking to assert themselves in positive ways. Can they do this or are the barriers of international perception simply too impenetrable? Are Africa’s political problems still too great? Can there ever be a day when “Made in Africa” will be a positive brand attribute in the mind of the global consumer?
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