The recent issue of the quarterly magazine International Trade Forum, published by the International Trade Centre (ITC), has some great articles on the cover story Changing “Brand Africa”. The online edition of the print publication, delves into the different areas that the ITC sees are integral in re-branding Africa through trade. Of particular interest is the In Pictures: Changing “Brand Africa” article which touches on various areas where change is occurring on the continent. The areas are A Stronger Role for Women, Services: A World of Potential, Upgrading Traditional Products, and Foundations for Prosperity. Articles titled Made in Africa, Investment in Africa: The Challenges Ahead, Facts & Figures: Africa’s Trade, and ITC’s Programme for Africa, join the In Pictures: Changing “Brand Africa” article, in what looks to be a promising, growing informational feature. The site says, “The articles below, from ITC, UNCTAD and IMF contributors, are the first in the series of stories on Changing “Brand Africa†that will be featured on this site.”
In tourist offices, the most frequent images of Africa are those of safari animals. In the news, the tragedy of several conflicts lingers. On film screens, African conflict diamonds take centre stage in a Hollywood movie.
This image of Africa does not reflect its economic diversity, entrepreneurial aspirations or the optimism that goes with rising investment, growth and greater stability. “Brand Africa” is in need of a change if Africa is to take its rightful place in world markets.
Check out the site features here, and you can also order the print publication. The International Trade Forum magazine focuses on trade promotion and export development, as part of ITC’s technical cooperation programme with developing countries and economies in transition. The magazine is published quarterly in English, French and Spanish.
Kofi:
You never cease to amaze me with how each of your posts is always better than the last. Did you find this magazine in the newstands? It is very progressive. ALso, I didnt know that you already knew Mr. Tape. He is pretty cool. I am getting ready to try to take some audio that we did and see if it can be made into an audio or podcast post.
In the meantime, there is an interesting interview post on the site with A multi billion dollar deals power broker from Zimbabwe on the site. You should check it out, when you get a chance.
And back to this post, I think that bringing more women into the forefront in African business and politics along with true stories of hope being aired from various sources over time that Africa’s image will change. At times though, I still wonder whether it would be better for African nations to start hiring top notch image agencies.
I actually stumbled on this magazine online. I’m thinking about ordering he print version through their website though.
What I liked about the information is how the rise of women in high profile positions is given as part of a change in Africa. While we all know that this is nothing new, I think with Liberian President Ellen Johnson Sirleaf’s appointment, we are starting to see more attention paid to this. And I think that this can certainly boost the image of the kind of things that are equated with Africa. We’ll see if the USA can make the same claim to the power of women after the 2008 elections.
As an image/branding guy myself, I see a direct correlation with planning and launching an image campaign alongside making the structural changes needed in all African nations. You only have to look at how the Chinese have turned around the “Made in China” ID.