Buy Africa Build Africa

LOCAL BRANDS ACCOUNT FOR ONLY 20% OF AFRICA’S TOP 100 BRANDS

In the 10 years since the inception of the Brand Africa 100: Africa’s Best Brands, regarded as the most authoritative survey and analysis of brands in the continent, African brands have lagged their non-African counterparts. Off a high of 34% in 2011 when the first survey was first launched, African brands have dropped by 62% to an all-time low 13% share of the Top 100 brands Africans admire in the 2020 survey. Non-African brands accounted for 87% of the Top 100 brands.

While there is a disconnect between preference and actions, there is no doubt that African brands have an important role to play in helping to build the image and competitiveness of the continent.

“63% of African respondents prefer to buy African own brands whenever possible,” How we made it in Africa, June 2017

In the wake of the COVID-19 pandemic, there has been a shift in consumer values towards community and supporting local, which is likely to continue beyond the pandemic. This provides fresh opportunity to invest in local brands, drive greater consciousness amongst consumers and ultimately grow the number of African brands that Africans admire and ultimately feature in the Brand Africa 100: Africa’s Best Brands.

A PROUDLY AFRICAN BRAND-LED INITIATIVE TOP CREATE JOBS AND GROW THE ECONOMY.

#BuyAfricaBuildAfrica is a Brand Africa, BCW Africa, Kantar, Geopoll and Brand Leadership initiative to promote pride in Africa, enhance awareness of homegrown brands and encourage patronage of African ideas, goods and services.

 

Brand Africa BCW Brand Leadership GeoPoll Kantar

 

The #BuyAfricaBuildAfrica logo is a stamp of approval for ‘made in Africa’ brands and symbolizes the unity of its people and optimism in the future of Africa.

#BuyAfricaBuildAfrica is aligned with and supports the AU 2063 agenda for a united, peaceful and prosperous Africa and the Africa Continental Free Trade Area (AfCFTA) goal to accelerate intra-African trade and boost Africa’s trading position in the global market.

THE 5 CRITERIA FOR QUALIFICATION TO JOIN THE #BUYAFRICABUILDAFRICA INITIATIVE

  1. A brand created in Africa
  2. A brand registered and trading in Africa
  3. A brand tax registered and compliant in Africa
  4. A brand serving African consumers
  5. A brand employing at least one person other than the founder

LOCAL BRANDS CAN PARTICIPATE BY

  1. Registering, by completing a short form.
  2. Upon verification of your qualification, you will receive #BuyAfricaBuildAfrica collateral templates: logo, certificate and decals.
  3. Using the templates in your communications to promote your business as a purveyor of African products and services and to build your profile as an African brand.

#BuyAfricaBuildAfrica is a non-profit initiative and no fees are required to join the movement.

BY BUYING MADE IN AFRICA GOODS AND SERVICES, TOGETHER WE CAN BUILD AFRICA.

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