Tag: Intergroup Brand Science

People are often heard describing products and services coming out of Africa as African. For those who have been lucky enough to have travelled the continent you’d understand the problems that come with blanket branding or making the secondary branding your primary branding. Africa is made up of 54 countries. So when someone says that something is uniquely African, isn’t that labelling a bit too loose? And shouldn’t the African theme be secondary or better yet a tertiary reference from a nomenclature perspective?