Convener of the annual African Brand Congress/ African Leadership Awards, Mr. Desmond Esorougwe has explained that besides being designed to celebrate the brains behind some of the most sought-after brands in Africa, one of the aims of the brand summit is to showcase the huge potential of the African brands to the rest of the world.
Speaking at a media briefing, in Lagos, recently, to announce this year’s edition of the Award, Esorougwe, stated that the congress is also designed to provide an appropriate platform for brand owners and industry players, in the continent, to discuss how brands in the continent can increase their global competitiveness.
Besides, he argued, this year’s congress would also provide a skill-building experiences for brands and brand management community.
He expressed the belief that this year’s edition of the congress, scheduled for Thursday, this week, in Lagos, will provide the ideal opportunity for interaction, among leading companies and other participants at the one-day event.
“The focus of this one -day African Brand Congress in Nigeria will be to support you in the journey of excellence in Brand building, to be able to discuss and influence the issues of sharing African brand future,” he stated.
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According to him, another of the congress’ benefits is learning how branding operates in some of the world’s most successful businesses, the future trend in Brand Leadership and how to implement new Brand strategy and technique in organisations.
He explained that the decision to tag this year’s congress as Africa is the Future of Great Brands, is to provide that unique opportunity for the brands across Africa to interact, learn from their diverse cultures and position themselves for the challenges ahead.
The Congress’ Convener explained that some of the activities, lined up for the congress include a Brand Showcase/Exhibition, aimed at promoting African brands, products and services.
“Besides, we will also be organizing a training in design, because it is a fact that despite being a critical part of branding, design remains one of the most neglected as far as the art and science of branding are concerned,” he stated.
He also stated that the occasion would be used to honour chief executives of businesses, brands, products and services , as well as public officers that have demonstrated uncommon initiative, drive and leadership in the continent’s economy.
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