Belief in Africa Doesn’t Always Translate into African Brand Preference
How can African brands turn belief in the continent into customer preference? Dr Thebe Ikalafeng, Chairman of Brand Africa, joins Mongezi Mtati at the 2026 Nedbank IMC Conference to examine what influences the brands people choose.
Thebe explores the historical preference for foreign products, the growth of African brands and the barriers emerging businesses face when trying to reach customers. A young beverage entrepreneur’s experience with a branded fridge makes the distribution challenge concrete.
Key insights:
How perceptions of African quality influence brand preference
What successful…
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