2. The History and Evolution of Branding in Africa

The African continent has a long history of branding, which has so far been scarcely documented. The aim of this chapter is to explore the history of branding in Africa from the prehistoric period until the modern day. The first traces of branding in Africa date back to the prehistoric period. However, ancient Egyptian civilisation was the first one to initiate numerous activities similar to contemporary branding: property marking, product differentiation, showcasing of product identity and origin, as well as personal branding. The history of branding was influenced by the mutual contact of old civilisations. Due to a lack of written sources, there is little evidence on the further development of branding in Africa in the middle ages. However, the impact of other civilisations is recorded, thanks to the developed maritime trade routes. During the colonial period, African states largely did not continue to develop their history of branding. Under the influence of colonial policies, they mostly produced raw materials while at the same time they imported foreign finished goods. Today, many African countries are a potential market for multinational companies. Compared to the local African brands, foreign brands take up a significantly higher market share and popularity with the local population.