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Marketing and Branding for African Exporters

Marketing and Branding for African Exporters

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Published by simguybar
At last week’s 8th Annual AGOA Forum in Nairobi, Kenya, TWG Managing Director Aubrey Hruby joined a distinguished panel of speakers from such organizations as USAID’s West Africa Trade Hub, South African sourcing agent Cool Ideas, and the Kenya ICT Board to address the topic “Development of and Access to AGOA Export Markets.” Ms. Hruby spoke on product development and adaptation to meet market requirements, as well as the often-overlooked importance of branding and identification of US buyers. This PowerPoint presentation summarizes Ms. Hruby’s strategies for African businesses to break into US markets and highlights a few African companies that have successfully made the transition.

Other featured speakers included:

Steve Lande - President, Manchester Trade
Vanessa Adams - Project Director, West Africa Trade Hub
Paul Kukubo – CEO, Kenya ICT Board
Karim Dostmohammed - IPS Group
Belinda Edmonds – Cool Ideas, South Africa
Klaus Fehling - KFP Ltd, Uganda
At last week’s 8th Annual AGOA Forum in Nairobi, Kenya, TWG Managing Director Aubrey Hruby joined a distinguished panel of speakers from such organizations as USAID’s West Africa Trade Hub, South African sourcing agent Cool Ideas, and the Kenya ICT Board to address the topic “Development of and Access to AGOA Export Markets.” Ms. Hruby spoke on product development and adaptation to meet market requirements, as well as the often-overlooked importance of branding and identification of US buyers. This PowerPoint presentation summarizes Ms. Hruby’s strategies for African businesses to break into US markets and highlights a few African companies that have successfully made the transition.

Other featured speakers included:

Steve Lande - President, Manchester Trade
Vanessa Adams - Project Director, West Africa Trade Hub
Paul Kukubo – CEO, Kenya ICT Board
Karim Dostmohammed - IPS Group
Belinda Edmonds – Cool Ideas, South Africa
Klaus Fehling - KFP Ltd, Uganda

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Published by: simguybar on Aug 11, 2009
Copyright:Attribution Non-commercial

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12/06/2010

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1
Product Development, Brandingand Promotion for the US Market
 
Aubrey HrubyManaging DirectorThe Whitaker Group
 
2
The Importance Of Branding
TWG’s experience in facilitating exports-> theimportance of branding
African companies often do not appreciate theneed for marketing and branding strategies
Poor branding acts as a non-tariff barrier totrade
 
3
Value Of A Strong Brand
US consumers are particularly sensitive tobranding
Strong branding adds measurable value notonly to your product but to your organizationas a whole
Strong brands are essential to buildingcustomer awareness
Brand equity is actual value
As a guide, the most successful retailerscompanies spend anywhere between 5% and15% of revenue on advertising and branding

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