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2021 | OriginalPaper | Chapter

10. Unbranded: The Challenges of Branding for Africa’s Informal Economy

Author : Tendai Chikweche

Published in: Marketing Brands in Africa

Publisher: Springer International Publishing

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Abstract

The informal economy’s importance in Africa is demonstrated by its significant contribution to the national economies of countries across the continent where informality is more of the rule than exception (ILO, 2020b). According to the International Labour Organization, the informal economy in Africa accounts for about 60–80% of employment on the continent. There are various actors in the informal economy inclusive of micro-enterprises that act as channels for distribution of branded and unbranded products. This creates a foundation for a better understanding of branding in the informal sector in terms of challenges and benefits, missed opportunities and prospects to develop a roadmap that can be used to accelerate and improve brand building in the informal economy in Africa.

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AMA

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BOP

Bottom of Pyramid

ILO

International Labour Organization

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Title: Unbranded: The Challenges of Branding for Africa’s Informal Economy
Author: Tendai Chikweche
Publisher: Springer International Publishing
Book: Marketing Brands in Africa
Print ISBN: 978-3-030-77203-1

Electronic ISBN: 978-3-030-77204-8

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-3-030-77204-8_10