Africa Rising 4 – IAA Leadership Conference 28-29th Sep 2021

The African continent is endowed with vibrancy, creativity, culture, it's people, and strong brands weaving coherently into what makes the engines of economies move.

Every country needs strong brands that stimulate the private sector and drive growth in the economy. The necessity of strong brands is in their value and purpose. They generate income for their countries of operation, create jobs for the local workforce, and act as ambassadors for their countries of origin. The advent of the COVID-19 pandemic, if nothing at all, has made it apparent the need for African countries to support the private sector and build strong, valuable brands and businesses. It is time for brands in Africa to stand up and show the world their resilience now, during COVID as well as post-COVID, and step up to explore their relevance to consumers and the world.

The recognition of this value and purpose has spurred many countries across the world to provide support and impetus for the creation of strong brands. Recent research from Brand Finance revealed the compelling link between strong brands and stock market performance. However, Africa has not been successful at creating, nurturing, and then exporting its brands as well as nations to the center stage of the Global market.

The theme of our conference “Africa to the World”, being spearheaded by the IAA on its global compass platform, will showcase the thought-leadership and insights across the continent and dial the significance of Brands as The Engine Of Economic Revival in Africa.