The Executive Secretary of the United Nations Economic Commission for Africa (UNECA), Claver Gatete, has urged African nations and enterprises to significantly intensify efforts aimed at elevating the international prominence and competitiveness of African brands. Speaking in Addis Ababa on Friday at the unveiling of the “Brand Africa 100: Africa’s Best Brands 2025”, Gatete stressed the need for cohesive strategies to ensure African brands are not only visible but influential on the global stage.
The event, jointly organised by Brand Africa, UNECA, and African Business, showcased the continent’s most admired brands, as determined by an extensive consumer survey spanning 31 African countries. The survey serves as a critical barometer for measuring brand equity and continental sentiment toward both African and non-African companies.
Gatete highlighted that Africa’s emerging middle class is a key driver of a rapidly expanding consumer market, projected to exceed USD 2.2 trillion by 2030, according to African Development Bank estimates. Within this dynamic context, Africa’s branding narrative is increasingly multifaceted and diverse, mirroring the continent’s economic transformation and youthful demographic.
He cited compelling examples of African innovation and industrial development: Ghana and Côte d’Ivoire’s strides in value-added cocoa processing, Kenya’s pioneering role in mobile banking technology, Nigeria’s burgeoning creative industries, Rwanda’s leadership in environmental sustainability, and South Africa’s diversified industrial foundation.
Despite such advances, Gatete observed that only a limited number of African-origin brands currently possess meaningful global visibility. He stressed that addressing this shortfall requires deliberate and collaborative efforts from governments, private sector stakeholders, and regional institutions.
Gatete proposed five strategic pathways to enhance the international positioning of African brands: institutional support for brand development, regional integration of brand value chains, investment in quality and innovation, alignment with the African Continental Free Trade Area (AfCFTA) objectives, and leveraging Africa’s cultural capital to build authentic narratives.
“It is imperative that we keep in mind that what defines a brand is not merely a logo or a slogan,” Gatete remarked. “An authentic African brand must embody the continent’s stories, culture, and aspirations.”
With more than 70 percent of Africa’s population under the age of 35, according to UN data, the continent holds a significant demographic advantage. Gatete emphasised that this youthful population presents profound implications for Africa’s socio-economic trajectory and the long-term sustainability of its branding ecosystems.
The call to action is especially timely in the context of the African Union’s Agenda 2063, which envisions a prosperous Africa based on inclusive growth and sustainable development. Strengthening African brands is not only a commercial imperative but also central to redefining the continent’s image and value proposition in global markets.
