Unbranded : the challenges of branding for Africa's informal economy

Tendai Chikweche

doi:10.1007/978-3-030-77204-8_10

Unbranded : the challenges of branding for Africa's informal economy

Tendai Chikweche

Research output: Chapter in Book / Conference Paper › Chapter

1 Citation (Scopus)

Abstract

The informal economy’s importance in Africa is demonstrated by its significant contribution to the national economies of countries across the continent where informality is more of the rule than exception (ILO, 2020b). According to the International Labour Organization, the informal economy in Africa accounts for about 60–80% of employment on the continent. There are various actors in the informal economy inclusive of micro-enterprises that act as channels for distribution of branded and unbranded products. This creates a foundation for a better understanding of branding in the informal sector in terms of challenges and benefits, missed opportunities and prospects to develop a roadmap that can be used to accelerate and improve brand building in the informal economy in Africa.

Original language	English
Title of host publication	Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market
Editors	Samuelson Appau
Place of Publication	Switzerland
Publisher	Palgrave Macmillan
Pages	203-236
Number of pages	34
ISBN (Electronic)	9783030772048
ISBN (Print)	9783030772031
DOIs	https://doi.org/10.1007/978-3-030-77204-8_10
Publication status	Published - 2021

Bibliographical note

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2021.

UN SDGs

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10.1007/978-3-030-77204-8_10

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ER -

Unbranded : the challenges of branding for Africa's informal economy

Abstract

Bibliographical note

UN SDGs

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