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2021 | OriginalPaper | Buchkapitel

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

verfasst von : Tendai Chikweche

Erschienen in: Marketing Brands in Africa

Verlag: 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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Vorheriges Kapitel Using Local Culture in Brand Positioning and Communication

Nächstes Kapitel Africa Is Not a Country: Rebranding and Repositioning Africa as a Continent

AMA

American Marketing Association

BOP

Bottom of Pyramid

ILO

International Labour Organization

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Titel: Unbranded: The Challenges of Branding for Africa’s Informal Economy
verfasst von: Tendai Chikweche
Verlag: Springer International Publishing
Buch: Marketing Brands in Africa
Print ISBN: 978-3-030-77203-1

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

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