Enhancing Global Visibility for African Brands: A Call to Action
Addis Ababa, May 25, 2025 — In a vibrant call to action for African countries and businesses, Executive Secretary of the United Nations Economic Commission for Africa (UNECA), Claver Gatete, emphasized the urgent need to elevate the global visibility and competitiveness of African brands.
Unveiling Brand Africa 100: A Celebration of Excellence
Gatete’s remarks came during the unveiling of the "Brand Africa 100: Africa’s Best Brands 2025" ranking in Addis Ababa. This initiative showcases the continent’s most admired brands, shedding light on the diverse tapestry of innovation and talent thriving across Africa.
Key Insight: With Africa’s rising middle class driving an impressive consumer market projected to exceed $2.2 trillion by 2030, the branding narrative on the continent is becoming increasingly complex and dynamic.
Spotlight on African Innovation
Gatete underscored the continent’s capacity for innovation, highlighting notable successes such as:
- Cocoa processing in Ghana and Côte d’Ivoire
- Mobile banking in Kenya
- Creative industries in Nigeria
- Green initiatives in Rwanda
- Industrial advancements in South Africa
These examples illustrate Africa’s potential to emerge as a formidable player in the global market, yet Gatete warned that only a handful of African brands have achieved significant international recognition. This gap presents a pressing challenge that requires coordinated efforts from both governments and businesses.
Harnessing the Youth Dividend for Sustainable Development
With over 70% of Africa’s population under the age of 35, Gatete noted the "far-reaching implications" this demographic advantage holds for sustainable development and economic growth. Harnessing this youthful energy could serve as a catalyst for brand innovation and visibility.
Strategic Pathways to Elevate African Brands
To unlock the continent’s branding potential, Gatete proposed five strategic pathways aimed at integrating authentic African brands into a broader developmental agenda and enhancing their international competitiveness.
“What defines a brand is not merely a logo or a slogan. An authentic African brand must embody our stories, culture, and aspirations,” he commented, reinforcing the need for a deeper connection to the continent’s roots.
Collaborative Efforts: A Recipe for Success
Jointly organized by Brand Africa, UNECA, and African Business, the Africa’s Best Brands 2025 ranking was determined through a comprehensive survey conducted across 31 countries. This collaborative effort highlights that real progress comes through unity and shared goals.
Conclusion
As we look to the future, it is imperative for stakeholders across Africa to work together to bolster the global presence of African brands. By doing so, we not only champion our cultures and identities but also pave the way for sustainable economic growth that elevates the entire continent on the world stage.
For more insights on brand development and strategies, check out Brand Africa and UNECA.
