“CHINA HAS AN AGENDA IN AFRICA. INDIA HAS AN AGENDA IN AFRICA. THE US HAS AN AGENDA IN AFRICA. WE ARE NAÏVE TO THINK THAT THE PEOPLE THAT COME INTO OUR COUNTRIES, EVEN THE ONES WHO ARE HERE TO HELP US, HAVE NO AGENDA. EVERYONE HAS AN AGENDA FOR AFRICA. WHAT IS AFRICA’S AGENDA?” 

Jay Naidoo, Chairman of the Global Alliance for Improved Nutrition, Brand Africa FORUM 2010

Inspired by the OAU 1963 agenda for an independent and united Africa and its successor, the African Union’s 2063 of an integrated, prosperous and peaceful Africa and the AfCFTA goal to accelerate intra-Africa trade, Brand Africa seeks to inspire an urgent brand-led African renaissance.

• Inspire, champion and celebrate made in Africa brands, and brands anywhere that are inspired by Africa and contribute to its positive image globally.
• Drive collaborations that promote African places, products and people.
• Promote African unity and celebrate its diversity.
• Build leadership capacity for building African brands.
• Ensure at least 50% of the most admired brands in Africa are indigenous African brands by 2050 – a milestone year by which Africa is expected to be least 62% urbanised and account for 40% of the world’s population.
• Inspire a positive African image, reputation and competitiveness.

Brand Africa is guided by a set of AFRICA fundamental principles that drive action, promote unity, celebrate its diversity and enhance the continent’s image globally.

• AAction
  We have an urgency to deliver on promises and align our thoughts with actions, and commit ourselves to contributing to the achievements of the the AU vision 2063, the UN 2030 Sustainable Development Goals and the AfCTA 2030 goals for economic integration – and ultimately the goal of an integrated, prosperous and peaceful Africa.
• FFacts
  We recognize that the real story of Africa is different from its brand outside, and commit ourselves to sharing facts that corrects the African narrative in the world.
• RRespect
  We respect and value the diversity of Africa’s cultures, people, experiences and communities.
• IInclusivity
  We embrace different stakeholders in shaping our work and ultimate continental goals.
• CCollaboration
  We recognise that for Africa to achieve its collective goals we have to work with other like-minded Africa-focused stakeholders within and beyond the continent.
• AAccountability
  We hold ourselves accountable for our actions and their impact on the realization of the vision of an integrated, prosperous and peaceful Africa.

Thebe Ikalafeng
Founder and Chairman