THE SEVEN DIMENSIONS OF BRANDING
BRAND BUILDING FROM THE AFRICAN PERSPECTIVE
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For any relationship to stand a chance of survival, or better still, stand the test of time, it has to be built on a symbiotic exchange of value. This exchange derives its meaning from each party’s perception of the value being derived. For as long as each party continues to derive value, the relationship will subsist. Value, in this context has to be understood from the perspective of the person concerned. Value is indeed in the eye of the beholder, since what is of value to Mr. A, may be absolutely meaningless to Mr. B. By the same token, for any brand to command patronage and loyalty, its patrons must be deriving value from their romance with the brand. The branding process is about creating and sustaining that value. And central to that process is the creation and development of a strong and compelling value proposition. This is perhaps the most challenging aspect of branding for most companies. Not only because they often fall short of developing an enduring value proposition, but also because they do not even realize the need for a strong value proposition, as a prerequisite for business success.
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About the Book
Building brands in emerging markets is akin to navigating a minefield. One misstep and the entire enterprise may blow up in your face with your brand consigned to the grave yard of marketing casualties! How is branding in an emerging economy different from the same exercise in a mature economy? What are the peculiar challenges brand managers face when they find themselves in socially complex and rapidly changing emerging markets? The Seven Dimensions of Branding articulates the fundamental elements of the branding process, with specific reference to Africa’s largest emerging market, Nigeria. Drawing on the author’s more than two decades of helping local and international brands, the book gives you an insight into the peculiar challenges of creating and building successful brands in Africa and explains why global brands are not emerging from this vibrant continent. The Seven Dimensions shows how the universal principles of branding may be successfully applied in emerging economies.
About the Author
Muyiwa Kayode has more than two decades of marketing communications and brand management experience, having worked on numerous local and international brands. He co-founded USP in 1998, and by 2001 the company was pioneering the evolution of brand management consulting in Nigeria with the brand re launch of Prudent Bank and the launch of Zinox, Nigeria’s first computer brand. In 2003, the company officially repositioned as Nigeria’s Premier Brand Management Consultancy, with a mission to help its clients build globally competitive brands. A graduate of the University of Lagos, Muyiwa Kayode has attended the Consumer Marketing Strategy as well as the Business to Business Marketing Strategy courses at the prestigious Harvard Business School. A passionate jazz guitarist, he resides in Nigeria with his family.