Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    The Seven Dimensions of Branding: Brand Building from the African Perspective
    The Seven Dimensions of Branding: Brand Building from the African Perspective
    The Seven Dimensions of Branding: Brand Building from the African Perspective
    Ebook134 pages2 hours

    The Seven Dimensions of Branding: Brand Building from the African Perspective

    By Muyiwa Kayode

    5/5

    ()

    Read preview

    About this ebook

    Building brands in emerging markets is akin to navigating a minefield. One misstep and the entire enterprise may blow up in your face with your brand consigned to the grave yard of marketing casualties! How is branding in an emerging economy different from the same exercise in a mature economy? What are the peculiar challenges brand managers face when they find themselves in socially complex and rapidly changing emerging markets?
    The Seven Dimensions of Branding articulates the fundamental elements of the branding process, with specific reference to Africas largest emerging market, Nigeria. Drawing on the authors more than two decades of helping local and international brands, the book gives you an insight into the peculiar challenges of creating and building successful brands in Africa and explains why global brands are not emerging from this vibrant continent.
    The Seven Dimensions shows how the universal principles of branding may be successfully applied in emerging economies.
    LanguageEnglish
    PublisherAuthorHouse
    Release dateAug 31, 2011
    ISBN9781463434274
    The Seven Dimensions of Branding: Brand Building from the African Perspective
    Author

    Muyiwa Kayode

    Muyiwa Kayode has more than two decades of marketing communications and brand management experience, having worked on numerous local and international brands. He co-founded USP in 1998, and by 2001 the company was pioneering the evolution of brand management consulting in Nigeria with the brand re launch of Prudent Bank and the launch of Zinox, Nigerias first computer brand. In 2003, the company officially repositioned as Nigerias Premier Brand Management Consultancy, with a mission to help its clients build globally competitive brands. A graduate of the University of Lagos, Muyiwa Kayode has attended the Consumer Marketing Strategy as well as the Business to Business Marketing Strategy courses at the prestigious Harvard Business School. A passionate jazz guitarist, he resides in Nigeria with his family.

    Related to The Seven Dimensions of Branding

    Related ebooks

    Marketing For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      About Branding

      Mar 23, 2020

      Branding is both a complex and exciting subject. Regardless of a farmer’s size or status, decisions about branding should be taken with great care. Branding plays a major role in making a product easily recognisable. When scores of farmers are all se

      1 min read

    • Article

      Word Of Mouth

      Sep 15, 2019

      Word Of Mouth
      5 min read

    • Article

      Branding Is All About Influencing Perceptions

      Aug 28, 2019

      LET’S START by establishing what a brand is. It is a customer’s (or potential customer’s) perception of your business or product or service. So, when we talk about branding, we are trying to influence a customer’s perception. Branding is the act of i

      2 min read

    • Article

      Caring for Clients

      Dec 31, 2019

      Caring for Clients
      3 min read

    • Article

      Account Based Marketing

      Jun 9, 2021

      Account Based Marketing
      2 min read

    • Article

      Sell Your Services, Not Your Soul

      Jul 11, 2019

      As Shakespearean scholar Harold Bloom argued, “Before Shakespeare there was characterisation; after Shakespeare, there were characters, men and women capable of change, with highly individual personalities.” Centuries later, characterisation – men an

      4 min read

    • Article

      THE BRAND-BUILDING CANVAS: How To Build A Business And A Brand In One Go

      Apr 3, 2019

      Most entrepreneurs today do not just wish to make money, but also aim to serve a good purpose. They combine self-discovery with business-modelling and brand-building, but struggle to exploit the full spectrum and true potential of symbolic brand bene

      8 min read

    • Article

      From Impossible To Possible:

      Mar 13, 2020

      From Impossible To Possible:
      4 min read

    • Article

      Facebook Is Testing Ways To Compensate Video Creators So It Can Cut Into YouTube's Dominance

      Mar 19, 2018

      If you're a die-hard fan of a Facebook video creator, the social network may soon give you a way to pay for exclusive content and award you with a digital badge to declare your fandom. Those are some of the new ideas Facebook is introducing in the co

      2 min read

    • Article

      Say My Name

      May 16, 2019

      Say My Name
      3 min read

    • Article

      How to Sell Yourself

      Dec 1, 2019

      How to Sell Yourself
      2 min read

    • Article

      Why The Best Organizations Run on Push Back

      May 1, 2019

      How do you define a ‘challenge culture’—and why is it so important to have one? In a challenge culture, people are encouraged — even expected — to question the status quo and push back on long-held assumptions. Employees are not afraid to speak up or

      6 min read

    • Article

      Ogilvy S Next Big Play

      Jul 8, 2019

      Ogilvy S Next Big Play
      7 min read

    • Article

      Up-and-comers

      Sep 23, 2019

      Up-and-comers
      11 min read

    • Article

      Secrets Of Success

      Mar 24, 2021

      How many times have you read that agencies are dead, that they’re being replaced by in-house creative departments run by clients themselves? Although this may be true, I believe the future for agencies is a world of rainbows and unicorns. Let me expl

      3 min read

    • Article

      The Roots of Entrepreneurial Success

      Jan 1, 2020

      You have been involved in start-ups for many years as a founder, co-founder and Chief Technology Officer. In your experience, does entrepreneurship demand specific traits, or can anyone with a great idea do it? I don’t subscribe to the idea that it t

      6 min read

    • Article

      Learning Is The Key To Success

      Sep 23, 2019

      1 HOW/WHEN DID YOU GET INTO MARKETING – WHAT SPARKED YOUR INTEREST IN THE INDUSTRY? I started at Auckland Council in late 2016 as a publicity specialist, after a few years working in television and public relations. I quickly realised that my passion

      3 min read

    • Article

      Trustworthy Traits

      Jun 6, 2018

      We are living in such interesting times. Change is rapid. The brands most popular today may not be the brands we use tomorrow. Who we thought we were last year, may not be exactly who we are next year. What we knew last month is different to what we

      4 min read

    • Article

      Leading With Empathy

      Sep 1, 2020

      When some people hear the word empathy being used in a business context, they think ‘What does that have to do with business?’ How do you respond to that mindset? I would argue that empathy has everything to do with business. If you accept that innov

      6 min read

    Related categories

    Reviews for The Seven Dimensions of Branding

    5/5

    1 rating0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words

      Book preview

      The Seven Dimensions of Branding - Muyiwa Kayode

      © 2011 by Muyiwa Kayode. All rights reserved.

      No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of the author.

      First published by AuthorHouse 08/25/2011

      ISBN: 978-1-4634-3429-8 (sc)

      ISBN: 978-1-4634-3428-1 (hc)

      ISBN: 978-1-4634-3427-4 (ebk)

      Library of Congress Control Number: 2011915368

      Printed in the United States of America

      Any people depicted in stock imagery provided by Thinkstock are models, and such images are being used for illustrative purposes only.

      Certain stock imagery © Thinkstock.

      This book is printed on acid-free paper.

      Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

      Contents

      Aknowledgments

      Preface

      1. Brand Vision

      2. Brand Value Proposition

      3. Brand Positioning

      4. Brand Identity

      5. Brand Behavior

      6. Brand Communications

      7. Brand Economics

      References

      AKNOWLEDGMENTS

      I owe a world of gratitude to several people for their influence and contributions over the four years it took to put this book together. Some of them made their contributions during brief moments of intellectual discourse, while others had a more profound impact. My friend and business partner, Kunle Ajose stands out. Right from the start while trying to determine a conceptual approach, an appropriate title and eventually the ‘right’ cover design and author photograph, he was a constant influence all the way.

      My Chairman, Akin Kekere-Ekun was a rock solid pillar of support, especially at a time we audaciously decided to venture into the ‘unknown’, by becoming Nigeria’s Premier Brand Management Consultancy. His support of my two courses at Harvard Business School was fundamental in shaping the thinking expressed in this book. I equally thank Falalu Bello, Remi Kolarinwa, Segun Fowora, Sunil Mahbubani, Dada Ajai-Ikhile, Jamilu Jibrin, Bashir el Rufai and Lamis Dikko.

      My gratitude goes to Akinsola Akinfemiwa, one of the quintessential bankers that shaped the modern landscape of Nigerian banking and provided the platform on which our brand management practice thrived. The Lady I describe as Nigeria’s Lady Captain of Industry, Stella Okoli, foremost industrialist and brand champion has been a constant source of inspiration while her company provided some of the experiences that enriched this book. And of course Nigeria’s digital entrepreneur Leo Stan Ekeh, who says ‘The story of Zinox, Nigeria’s first internationally certified brand of computer, would not be complete without USP’, for giving us the opportunity to help conceive and deliver ZINOX, now a fast growing international brand with the potential to become a truly global brand out of Africa.

      My friend and Harvard course mate Jamie Pleasant was wonderfully supportive all the way while I owe a lot to insightful perspectives provided by faculty members Youngme Moon, David Godes and Kashturi Rangan.

      Immense gratitude goes to Darl Uzu, who signed the first cheque USP received as a company and demanded uncompromising standards in his quest to build a leading real estate brand. Right from those early days, the challenges thrust upon me and my team by the numerous clients we worked with provided the basis for some of the arguments advanced in this book. By this token, I thank Lawrence Osa Afiana, Erastus Akingbola, Mike Chukwu, Tony Elumelu, Ifie Sekibo, Frank Aigbogun, Rasheed Sarumi, Wole Adeyegbe, Otunba Remi Abdul, Segun Awolowo, Bello Maccido, Bassey Ndem, Segun Ologunleko, Ola Rahman and Muhtar Bakare.

      I also thank Aniekan Umanah, Inyang Etido, Mohammed Kari, Bala Zakariya’u, Abraham Igbehinadara, Onyeka Onyeibor, and Alex Okoh. I thank Osarentin Odaro for guiding me with professional insights at certain times along the way; Udeme Ufot, Julia Oku and Lolu Akinwunmi for imparting knowledge and experience; Akin Adeoya, Sola Salako and Joko Okupe for sharing the brand vision. My gratitude also goes to Lere Baale and Stanley Okocha. I thank Olawunmi Ajibola for proofreading and all my colleagues at USP, past and present.

      My lifelong vision of becoming an author has been wholeheartedly supported by my family, Hetty, Omololu and Adanma to whom I owe my brand identity!

      And most importantly, I thank the Almighty for the vision and the means to translate it to reality.

      PREFACE

      In March 2003, USP, the advertising company I co-founded with two friends and colleagues caused a stir in the marketing communications sphere, by announcing its withdrawal from the Association of Advertising Agencies of Nigeria, AAAN. As soon as the news was reported, I received a congratulatory text message from a leading PR practitioner and a former senior colleague during my days as a journalist, Taiwo Obe. He was just one of quite a number of professionals who felt the advertising body was mired in the past, and not in tune with the yearnings of its members.

      Since such a move was at the time unheard of, the advertising body was at a loss on how to respond. I received a call from the President of AAAN at the time, Bola Thomas, who asked why we made such a move during her time in office. A few days later, I received a letter from the Advertising Practitioners Council, APCON the body mandated by law to regulate the practice of advertising in Nigeria. The letter reminded us that we needed to belong to a professional body in order to practice advertising, but the body could not pursue the matter further since it was beyond what it was mandated to do. USP’s position was that it had repositioned as a brand management consultancy and continued membership of AAAN would not support this new positioning. This set the stage for what later became a topical issue in the industry and a cold war between advertising agencies and the emerging brand consultancies. The advertising establishment insisted that there was no difference between advertising and brand management. Most of them promptly changed their client service departments to Brand Management Department. Their client service managers started going by the title of brand managers. They had thus commenced a campaign aimed at confusing unsuspecting clients regarding the distinction between advertising and branding. While there were many who clearly did not understand the distinction, there were those who felt threatened by the imminent emergence of a new category with a more compelling value proposition. Some even argued that brand management was a part of marketing communications, hence the creation of brand management departments within their advertising agencies.

      It is easy to understand this confused reaction. Clients were becoming disenchanted with traditional advertising agencies. They wanted much more than traditional advertising could offer but they were not getting it. Their businesses required deep strategic thinking, which the agencies were not structured to provide. Where a product needed a strong value proposition and excellent packaging, they simply rushed it to market and launched expensive advertising. With the more strategic and holistic approach of brand consulting, we were able to guide clients through the various stages of the branding process, before the stage at which they could go to market with a compelling value proposition.

      In a country where the leading agencies are affiliates of global advertising networks and the leading brands are owned by multinationals, there were limited opportunities for such agencies to develop competencies in strategic brand management. An entrepreneur trying to create an original brand in such an environment would require much more than mere advertising. Brand consultants have since emerged to meet this need while traditional advertising has not lost its relevance in the process of building and managing brands.

      Given the peculiarities and the social complexity of the African continent, managers of global brands often discover, sometimes at great cost that

      Enjoying the preview?
      Page 1 of 1