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African Brand Congress holds Thursday


In a bid to ensure global presence for African brands, an annual congress, African Brand Congress (ABC), designed to educate, engage and inspire brand managers and professionals in the pursuit of best practice in brand building and value creation, is set to hold its fifth edition on Thursday, May 31. The congress would be an avenue for brand owners and industry players to discuss and influence the issues of sharing African brand future.

The theme for the one-day congress is ‘Africa is the future of great brands’ and would hold at Eko Hotel and Suites, Lagos. Participants are expected from across the continent, as they seek support in their journey of excellence in brand building.

According to the convener, Desmond Esorougwu, “The congress will provide the platform for interaction among leading companies, keynote discussion, quality up to date studies from leading organisations, as well as provide close look at the improvement that the biggest companies are implementing to survive.”He said the target participants are company chairs, presidents, directors, managers, CEO, and so on. The event will also feature brand showcase and exhibition for the first time to promote brands, products and initiatives. Esorougwu said it would exhibit ideas, goods, inventions, and give maximum exposure to brands to increase their visibility.

The platform, according to him, would also provide the opportunity for brands to build and reinforce strategic relationship with customers, adding, “The exhibition is a cost-effective way to present latest innovations, new products or services to the participants, as well a, showcase your expertise and capability.”

The day would culminate with Brand Leadership Merit Awards, which the convener described as future of business in Africa. The award is meant to celebrate the great minds and institutions responsible for the positive change brought to Africa through their brands.

“It is worthy to note that participating companies are not just focused on growing profit but the sustainability of their brands,” he noted. “Brand building is a long-term investment. At the growing stage, the brand does not need advertising but activation, and most brand managers get it wrong here.”

There will also be a social media roundtable to provide ideas, trends, insights and inspiration to help businesses and brands achieve more in a hyper connected world. Its main focus on the day would be on social media and mobile technology with a view to helping executives explore its full potential in growing businesses. Invited speakers include Chief executive officer, Smarted, Mr. Joseph Agunbiade, Founder,, CEO, Hicham Lahlou Designer, an international global design agency, Mr. Hicham Lahlou, Dave Holland among others.

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