Develop powerful brands, firms urged

the international market.
According to Ms Hellen McIntee, director at the Institute of Marketing Management (IMM), this will help spearhead the combat against misconceptions about the continent.

Presenting a paper titled “Marketing in Africa-Challenges and Perspectives” at the recently held 3rd Annual Convention hosted by the Marketers Association of Zimbabwe in Victoria Falls, Ms McIntee encouraged companies to rebrand their products.
She said rebranding should be implemented from the grassroots level in order to reinforce positive perceptions about Africa. “There is need to create strong brands that speak for themselves about the quality and standards of Africa and remove the false misconceptions about the continent,” she said. This raises the need for every sector to create relations, innovations and adapt to the market needs from time to time. As such, embracing marketing and revitalising marketing departments is not a luxury at this point in time, but a necessity for growth.”

She noted that despite the challenges that come with rebranding, there is need to maintain the brand once it has been introduced. Ms McIntee, who is also president of the African Marketing Association (AMC) noted that sustainable marketing can be achieved through brand differentiation, creating new market opportunities while winning new businesses and reducing costs.
“Investors in Africa are creating markets, building brands and establishing long-term relationships with African businesses particularly in urban settings.

“The current investment in Africa is higher than any other developing region due to the fact that there has been an extreme poverty decline from 58 percent in 1990 to 50percent in 2005. “As we speak, there is now 41 percent of Africa’s population living on less than US$1 a day, down from 47 percent in the 90’s. Businesses can therefore enhance their marketing strategies through e-marketing so as to reach a wider market.”

Ms McIntee also highlighted on the need to invest in the education sector, a move, which she said, ultimately promotes growth and alleviates poverty.
According to the World Bank, one additional year of tertiary education boosts economic growth by 0, 63 percent.