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ECA Head Calls for African Brands to Amplify Global Presence

On May 25, 2025, Addis Ababa — The Executive Secretary of the United Nations Economic Commission for Africa (UNECA), Claver Gatete, urged African nations and enterprises to step up their initiatives aimed at boosting the international recognition and competitive edge of African brands.

During the launch of the "Brand Africa 100: Africa's Top Brands 2025" rankings in Addis Ababa, the capital city of Ethiopia, Gatete initiated this discussion, focusing on the continent’s most respected brand names.

As Africa’s growing middle class drives the expansion of the continent’s consumer market, expected to exceed $2.2 trillion by 2030, Gatete noted that the narrative around branding in Africa is just as varied and vibrant throughout different regions of the continent.

He provided instances of innovative activities across Africa focusing on value enhancement: Ghana and Ivory Coast excelling in cocoa processing, Kenya leading in mobile banking, Nigeria’s flourishing creative sector, Rwanda's efforts towards sustainable development, and South Africa's robust industrial foundation.

Gatete highlighted the continent's demographic edge, noting that over 70 percent of its population is below 35 years old, which he described as having "significant repercussions" for sustainable development.

Even with this promise, he admitted that just a few African brands have gained significant international recognition, a hurdle that needs to be tackled via collaborative efforts.

To tackle the issue, Gatete suggested five strategic routes for incorporating genuine African brands into the larger developmental framework of the continent and boosting their global competitive edge.

He emphasized that an authentic African brand should encapsulate more than just a logo or tagline; it needs to reflect Africa’s narratives, cultural essence, and ambitions.

The Africa's Best Brands 2025 rankings were jointly compiled by Brand Africa, UNECA, and African Business via an extensive survey carried out across 31 nations.

Provided by SyndiGate Media Inc. Syndigate.info ).
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