The Brand Africa™ Initiative

"China has an agenda in Africa. India has an agenda in Africa. The US has an agenda in Africa. We are naïve to think that the people that come into our countries, even the ones who are here to help us, have no agenda. Everyone has an agenda. What is Africa’s agenda?" Jay Naidoo, Chairman of the Global Alliance for Improved Nutrition, Brand Africa FORUM 2010

Brand Africa’s vision is to inspire and unlock a sustainable growth, reputation and competitive standing for Africa.

Brand Africa is a brand-driven approach which recognises that, in the 21st century, brands are an asset and a key driver of value for nations and their various public and private institutions. Properly managed and leveraged, an insightful, brand-driven approach can inspire sustainable socio-economic growth for Africa’s individual sovereign states and the collective African brand. Brand Africa seeks to achieve its vision by developing and driving an African agenda that is based on the four key drivers of a sustainable reputation and competitive identity, namely: The experience of those who engage with Africa, both internally and externally; the capabilities of Africa; the image of Africa; and Africa’s culture (and values). The Brand Africa agenda is driven through:

• Platforms to enable African stakeholders to engage, debate and exchange ideas;
• Championship and recognition of global African brands and global brands in Africa;
• Inspiring African service and citizenship;
• Empowering African Nations to develop competitive identities and reputations; and
• Channels to change perceptions about Africa as a destination for investment, tourism and citizenship.

Brand Africa’s stakeholders encompass pan-African private and public sector institutions and people, the diaspora and global supporters of Africa.

Brand Africa is a global African initiative for Africa by Africa.

Brand Africa™ was conceived by Thebe Ikalafeng within his Brand Leadership Group organisation as an initiative to bring together diverse African stakeholders dedicated to shaping the future of Africa. After the first two years as a project of The Brand Leadership, Brand Africa™ is now an independent non-profit initiative with an independent governance structure with Brand Leadership Academy as an implementing secretariat. Brand Africa™ and all its related initiatives are registered and/or protected trademarks.