Dentsu Inc. is launching a new initiative to support Africa from a branding perspective as part of the ODA (Official Development Assistance) projects of the Japan International Cooperation Agency (JICA).
Specifically, it will brand products from the Federal Democratic Republic of Ethiopia (hereinafter "Ethiopia") to contribute to the country's rebranding.
Ethiopia has maintained an economic growth rate exceeding 8% for over a decade, attracting attention as an investment destination from leading international companies. However, the negative image associated with the "famine" that occurred 30 years ago has not been dispelled in the general public. This negative legacy is common to other African countries as well, unfairly lowering the perceived value of African products in the market and hindering their distribution. This rebranding initiative aims to dispel this negative image through the brand value of its products, ultimately creating a new, positive impression.
For example, sheepskin from the cold highlands of Ethiopia is renowned for its fine grain and exceptional durability, making it a premium material known only to connoisseurs. To uncover such products and establish the international competitiveness their quality deserves, it is essential to clearly define their competitive advantage in the market based on their history and cultural background. This involves extracting brand value that appeals to consumers' senses and effectively communicating it. Concurrently, producers must take pride in this brand value and maintain quality control efforts to preserve it. "Product branding" integrates the activities of extracting, promoting, and managing this value.
This project begins with Dentsu Inc. planners visiting the region to discover compelling products, observe production sites, and extract brand value. Subsequently, promotional tools—such as videos effectively showcasing the brand's appeal—will be produced, followed by trade show exhibitions and test sales. Throughout this entire process, workshops with local producers will be held repeatedly to deepen their understanding of the brand and heighten their awareness of quality control.
The project period is scheduled from November 2014 to March 2016 and will be advanced in collaboration with the Foundation for Advanced Studies on International Development (FASID), which handles consulting projects for developing countries.
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/1104-003855.html
