“We need to change our attitude and realise that our products are good, our brands will not make it in the global ranking.” Nigeria AfricanBrands
But it also seems that strengthening African brands in a manner that will ensure they strongly compete with their counterparts from other parts of the world is something the governments of the countries have to deliberately work on to enhance the global competitiveness of brands of African origin.
But none of these has enhanced the profiles of brands coming out of Nigeria. As a matter of fact, brands from Nigeria have struggled for acceptance in their country of origin and would not even stand for mention when a pan-African audit is an issue. Despite the federal government’s efforts at diversifying Nigeria’s economy through the promotion of local products, border closure and encouraging farmers in different ways, Nigerian brands still suffer patronage and presence locally and internationally.
Reacting to how inferior some of Nigerian brands are, and how this had contributed to the poor ranking, Oruche said, “When you make a premium brand in Nigeria, how many average Nigerians can afford it.? Nigerian products meet a minimum standard. Premium products are possible to manufacture in Nigeria but for the cost; every Nigerian manufacturer is capable of producing a premium quality.
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