August 15, 2025, Makerere University Business School (MUBS) hosted renowned African branding expert, Prof. Thebe Ikalafeng, in a landmark event aimed at promoting the Brand Africa initiative, an agenda focused on enhancing African brand visibility, cultural pride, and economic self-determination. While welcoming Prof. Ikalafeng, MUBS Principal Prof. Moses Muhwezi underscored the vital role of branding in Africa’s socio-economic transformation. He reflected on the deep-rooted impact of colonialism, which eroded African identity and self-worth, calling for unity among Africans to address shared challenges.
Prof. Muhwezi stressed the need to elevate branding beyond marketing in academic and development efforts. He also highlighted the underrepresentation of African research globally due to limited international publication opportunities. Citing President Museveni’s Pan- African stance, urging Africans to use branding as a tool to reclaim their identity and power.
Prof. Ikalafeng, founder of the Brand Africa 100 initiative, highlighted the concerning fact that only 18% of the brands preferred by Africans are locally made, reflecting a disconnect between what Africans produce and consume.
He stressed that this imbalance weakens African economies and cultural pride. The Brand Africa 100 initiative aims to address this by promoting local brand support, restoring cultural identity, and empowering Africans to shape their own economic future.
He emphasized that belief in Africa must be matched with loyalty, urging a collective effort from institutions, entrepreneurs, and consumers to build a strong and self-sustaining African brand.