{"id":19420,"date":"2023-08-19T12:35:11","date_gmt":"2023-08-19T12:35:11","guid":{"rendered":"https:\/\/www.africa-press.net\/benin\/politique\/serie-ces-marques-africaines-devenues-des-succes-internationaux"},"modified":"2023-08-19T12:50:44","modified_gmt":"2023-08-19T12:50:44","slug":"serie-ces-marques-africaines-devenues-des-succes-internationaux","status":"publish","type":"post","link":"https:\/\/www.africa-press.net\/benin\/economie\/serie-ces-marques-africaines-devenues-des-succes-internationaux","title":{"rendered":"[S\u00e9rie] Ces marques africaines devenues des succ\u00e8s internationaux"},"content":{"rendered":"

Africa-Press – Benin. <\/strong><\/span>C\u2019est un rendez-vous de\u0301sormais scrute\u0301 avec attention par les grandes marques pre\u0301sentes sur le continent. Chaque anne\u0301e, Brand Africa publie un classement des marques les plus en vue chez les consommateurs africains. L\u2019enque\u0302te est re\u0301alise\u0301e par GeoPoll, Kantar et Brand Leadership dans 32 pays africains afin d\u2019identifier, anne\u0301e apre\u0300s anne\u0301e, les marques les plus admire\u0301es. Et, anne\u0301e apre\u0300s anne\u0301e, les marques occidentales tiennent le haut du pave\u0301 avec dans l\u2019ordre en 2023 : Nike, Adidas, Samsung, Coca-Cola, Apple… Il faut attendre la dixie\u0300me place pour qu\u2019une marque africaine, en l\u2019occurrence l\u2019ope\u0301rateur de te\u0301le\u0301phonie mobile sud-africain MTN, ne fasse son apparition.<\/p>\n

\u00ab Malgre\u0301 l\u2019optimisme suscite\u0301 par les progre\u0300s de la Zone de libre-e\u0301change continentale africaine (Zlecaf) et d\u2019autres initiatives progressistes axe\u0301es sur l\u2019Afrique, les consommateurs ne donnent toujours pas leurs chances aux marques issues du continent \u00bb, avait de\u0301plore\u0301 Thebe Ikalafeng, fondateur et pre\u0301sident de Brand Africa, lors de la pre\u0301sentation des re\u0301sultats de l\u2019enque\u0302te en juin, a\u0300 Abidjan. Sur les 100 marques les plus admire\u0301es par les Africains interroge\u0301s, le nombre de marques africaines repre\u0301sente\u0301es dans le classement a me\u0302me recule\u0301 de 20 % par rapport a\u0300 2022.<\/p>\n

Pourtant, me\u0302me si elles n\u2019ont pas la notorie\u0301te\u0301 des multinationales occidentales, certaines marques africaines se distinguent dans leur pays et, surtout, a\u0300 l\u2019export. Elles sont parvenues a\u0300 faire la diffe\u0301rence gra\u0302ce a\u0300 leur strate\u0301gie, en s\u2019appuyant sur un savoir-faire local ou par leur positionnement original. Nous avons (arbitrairement) se\u0301lectionne\u0301 quatre de ces produits ou de ces marques devenues des success stories, pour raconter leur histoire et la recette leur succe\u0300s.<\/p>\n

Pour plus d’informations et d’analyses sur la Benin<\/a>, suivez Africa-Press<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Africa-Press – Benin. C\u2019est un rendez-vous de\u0301sormais scrute\u0301 avec attention par les grandes marques pre\u0301sentes sur le continent. Chaque anne\u0301e, Brand Africa publie un classement des marques les plus en vue chez les consommateurs africains. L\u2019enque\u0302te est re\u0301alise\u0301e par GeoPoll, Kantar et Brand Leadership dans 32 pays africains afin d\u2019identifier, anne\u0301e apre\u0300s anne\u0301e, les marques […]<\/p>\n","protected":false},"author":82,"featured_media":19419,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,10],"tags":[36,50,45],"class_list":["post-19420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economie","category-toutes-les-actualites","tag-africa-press","tag-africa-press-benin","tag-benin"],"yoast_head":"\n[S\u00e9rie] Ces marques africaines devenues des succ\u00e8s internationaux - B\u00e9nin<\/title>\n<meta name=\"description\" content=\"C\u2019est un rendez-vous de\u0301sormais scrute\u0301 avec attention par les grandes marques pre\u0301sentes sur le continent. 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