The Advertising Association of Ghana (AAG)
has signed a memorandum of understanding (MoU) with Brand Africa (BA) to
champion and inspire the growth of brands that are inspired by Africa and
contribute to the country and the continent’s positive image.
BA is an independent inter-generational
movement which seeks to inspire a brand-led Africa renaissance to drive the
continent’s competitiveness and create a positive image of the continent.
The agreement
Under the agreement BA would provide
opportunities for AAG representatives to participate in all of its events such
as Brand Africa Forum, Brand Africa Roundtables and Brand Africa 100.
In addition, it would, from time to time,
recognise the AAG and include its official logo or name in its related channels
and events.
The AAG, on the other hand, would promote BA
events and initiatives through its websites and social media channels.
It would also allow its members to attend BA
events and initiatives through its digital, social media and other channels.
Annually, both parties would monitor the
performance of made in Ghana brands and honour the most admired and successful
among them.
Agreement to this effect was signed in Accra
on Tuesday (July 13).
The Executive Director of the AAG, Francis
Dadzie and the Founder and Chairman of BA, Thebe Ikalafeng, signed the
agreement on behalf of both parties.
Wake-up call
Mr Ikalafeng indicated that 83 per cent of
products Africans consumed were western brands while only 20 per cent were from
Africa.
Additionally, he said out of the 100 most
admired brands in Africa, only 13 were from Africa.
That, he said, was a wake-up call for Africans
to remain proud of their brands to enable them gain global attention.
He said the agreement between the two parties
would help create an avenue for local products and services to be discovered,
promoted and celebrated.
The focus, he said, was to awaken the consumer
patriotism in Ghanaians and bring back the focus on made in Ghana products.
“When Ghanaians prefer domestically produced
goods and services over foreign ones, we bet on ourselves and our own people,”
Mr Ikalafeng said.
He noted that local brands had an important
role in helping to build the image, competitiveness and transforming the
country.
Therefore, he said there was the need to
invest in local brands, drive greater consciousness amongst consumers and
ultimately grow the number of local brands that Ghanaians admired.
AAG’s support
On his part, the executive director for AAG,
commended the BA for the impactful initiatives it has been taking to promote
local brands.
He said acknowledged that local brands had the
potential to transform the country and the continent as a whole.
Therefore, Mr Dadzie said the AAG would add
its weight to the BA’s efforts in driving competitiveness and creating and
positive image of the continent.
Source: 3news.com|Ghana