The Department of Marketing and Retail Management in the College of Economic and Management Sciences held the third session of the ongoing Masterclass Series on 19 March 2026. Themed Building valuable and relevant global African products and services, the session was hosted in collaboration with the Marketing Association of South Africa, and brought together academics, students and industry professionals to engage on the future of African brands in a rapidly evolving global marketplace.

Delivering the opening and welcome address, Dr Sebilaro Mosupyoe, a senior lecture in CEMS, emphasised the importance of repositioning Africa as a central force in global innovation, value creation and cultural influence. The keynote address was delivered by Dr Thebe Ikalafeng, a globally recognised brand strategist, founder of Brand Leadership and Brand Africa, and a leading advocate for African brand development.

The discussion was centred on the role of branding in shaping Africa’s global competitiveness. Ikalafeng challenged participants to rethink how African products and services are positioned. He accentuated: "A brand is not what you say it is, it is what people say it is. Brands are built through the totality of experiences, perceptions and interactions that customers have with products, services and organisations."

A focal point that emerged was the untapped potential of the African continent. Ikalafeng positioned Africa as a continent rich in cultural heritage, youthful populations and entrepreneurial energy, yet under-represented in global brand influence. Drawing on existing research, he noted that only a small proportion of the brands admired by African consumers are actually African-made, underscoring the urgent need to build strong, competitive local brands.

The session further explored why branding is critical for economic development. Strong brands were described as strategic assets that drive growth, create jobs, build trust and enable businesses to command premium value. Ikalafeng affirmed: "At its simplest, a brand is a promise made, and a promise delivered", reinforcing the importance of consistency and credibility in building long-term brand equity.

A significant portion of the discussion focused on the challenges facing African brands. Ikalafeng highlighted structural issues such as over-reliance on foreign products, limited investment in research and innovation, and the tendency to export raw materials while importing finished goods. "This imbalance," he argued, "limits Africa’s ability to participate fully in global value chains and build sustainable economic power." Consequently, Ikalafeng called for a "brand-led African renaissance", encouraging a shift from dependency to self-determination.

He also reiterated the need for Africans to reclaim their identity, culture and narrative, and to build brands that are both authentic and globally competitive. For Ikalafeng, central to this approach is the idea of "thinking local and acting global", where products are rooted in African realities but designed to meet international standards.

Additionally, the masterclass highlighted practical strategies for building strong brands. These include maintaining focus and clarity, ensuring distinctiveness in crowded markets, creating emotional connections with consumers, adapting to changing environments, and contributing to broader societal and national development. Participants were encouraged to perceive branding not only as a marketing function, but also as a strategic driver of economic transformation.

The interactive discussion that followed provided participants with an opportunity to engage with the speaker on issues such as policy, localisation, intellectual property protection and the role of culture in branding. Also, Ikalafeng spotlighted the importance of having enabling policies that support local industries, as well as the need for African consumers to actively support African brands.

The session concluded with reflections on the collective responsibility of building African brands. Participants were encouraged to move beyond consumption towards creation, innovation and ownership. In closing, Sebilaro acknowledged the profound insights shared, and encouraged continued dialogue on how Africa can strengthen its position in the global brand landscape.

Ultimately, the masterclass reinforced that building globally relevant African brands requires a deliberate collaborative effort, one that combines cultural authenticity, strategic thinking and a commitment to long-term value creation.

* By Lebogang Saule, Lecturer, Department of Marketing and Retail Management, College of Economic and Management Sciences