Despite $3.5 trillion in potential from the African Continental Free Trade Area and pockets of excellence in fashion, fintech, and media, African brands remain overshadowed by western ones. Now, after years of promoting global giants like Nike and Colgate, Thebe Ikalafeng champions African brands through his Brand Africa initiative. Ikalafeng attributes the pervasiveness of Western brands to deep-rooted perceptions of loyalty cultivated over several years, lack of investment, and structural disadvantages that hinder local growth. Ikalafeng argues that foreign brands dominate identity-driven consumption, while African brands are confined to essentials. He calls for bold policy shifts to promote home-grown brands, including protecting local champions, investing in intellectual property, and limiting harmful foreign competition. For Africa’s brands to thrive, the continent must move from admiration of the West to confident self-assertion, backed by strategy, leadership, and a belief in its own value.
African Business
