The Former East African Community Secretary General, Ambassador Juma Mwapachu, has urged local manufactures and producers to stick to quality production principles that will help them produce super brands.
Speaking at the Tanzanian Marketing Communication Conference (TMCC) in Dar es Salaam that brought together various corporate entities, he emphasized that the building of superbrands will allow local producers to capture more foreign markets.
“Local brands that can chance to penetrate foreign markets are capable of building superbrands. Time should come for producers who want to tap such markets to have this in mind,” he said.
He said Tanzania has been able to achieve a lot through the late Julius Nyerere branding legacy that has continued to sell this country in the international sphere.
“Tanzania has achieved a lot from the Late Mwalimu Julius Nyerere’s legacy. There is no doubt that whenever we get problems as a country, we reflect on what this man did or said. What we should do now is to look for ways to move us forward,” he said.
Earlier while presenting a paper on personal branding, Kenya based marketing expert Wale Akinyemi said African countries, need to develop a spirit of intellectual celebrity within their systems if they want to move forward.
“Of recent, we have seen many companies turning to local celebrities for purposes of promoting images of companies. The approach is not bad, but may not be the right one,” he said.
“If we are to produce super brands, we need to develop intellectual celebrities’ within our company systems since this is cost effective,” he said.
The TMCC Director Rogers Mbaga said at the event that the conference is an eye opener for corporates and individuals to reassess their competences to ensure they remain competitive across the globe.
“We do recognize that there aren’t many opportunities for marketing and communication professionals to network and update their knowledge of best practices in their industries, hence there is a need for them to have regular networking programmes,” he said.