Brand Building in Africa: Demystifying the African Marketplace

Why have some companies succeeded and others failed in Africa? International brands have extended their business models into Africa, and set up shop: investing in infrastructure by means of supply chains and distribution networks, creating employment, and relentlessly driving their brands on the market, only to close-up shop when great expectations floundered.

In this paper, Ipsos examines the reasons for such variance in outcomes. Brand Desire and Market Factors both play an important role in contributing to the success or failure of brands, and a thorough understanding of the African consumer is vital for understanding how these elements apply uniquely to this market.


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