Branding the Continent: A Conversation with Thebe Ikalafeng
Founder and Chairman of Brand Leadership Africa
As Namibia celebrates its most admired brands in the 2025 edition of the Brand Africa 100 | Namibia’s Best Brands, we spotlight the man who has made it his life’s mission to elevate brand-led excellence in Africa: Thebe Ikalafeng.
For over almost two decades, Ikalafeng has been a central figure in shaping the narrative of a confident, competitive, and self-determined Africa. Through Brand Africa, he has championed the role of branding as not merely a marketing tool, but a strategic national asset; a vehicle for economic growth, reputational capital, and global influence.
In this exclusive interview with the Windhoek Observer, he shares his insights on the strategic value of Brand Africa, the role of nation brands like Namibia, and what it takes for African brands to lead in a global economy.
Profile: Thebe Ikalafeng
Founder and Chairman, Brand Africa
Thebe Ikalafeng is a globally respected African brand architect, advisor and advocate. As the Founder and Chairman of Brand Leadership Group, he has led some of the most influential branding initiatives across the continent, working in more than 25 African countries. He is best known as the founder of Brand Africa, a non-profit movement launched in 2010 to inspire a brand-led African renaissance.
Under his leadership, the Brand Africa 100 | Africa’s Best Brands rankings have become the continent’s most trusted, data-driven benchmark of brand admiration and influence. Conducted across 30+ countries, representing over 85% of Africa’s population and GDP, the survey is independent, Africa-focused, consumer-led, free of commercial influence and globally referenced.
Ikalafeng has held executive positions at multinational giants such as Colgate Palmolive and Nike and has served on numerous boards, including Cartrack, Foodcorp, Mercantile Bank, WWF and as deputy chairman of South African Tourism. He has been named one of the 100 Most Influential Africans by New African Magazine and conferred with honorary doctorates by the University of South Africa and the University of Johannesburg for his contributions to branding and Africa; and is widely celebrated as a champion of African inspired excellence and innovation.
Q&A: The Strategic Value of Branding Africa and Namibia
1. Vision and Context Q: You’ve been a relentless advocate for a brand-led African renaissance. What inspired the creation of Brand Africa, and what was the original vision behind it?
When South Africa hosted the first FIFA World Cup in 2010, I convened a multi-national and multi-stakeholder event through the Brand Africa Forum to reflect and build on the successes and implications of the event for Brand Africa. Upon reviewing which brands were lead partners, only one African brand, MTN, was a global sponsor. The event unintentionally amplified the stature of global brands in Africa rather than African brands. That moment revealed the need for a data-driven barometer to track and celebrate African brand excellence – and that’s how Brand Africa 100 | Africa’s Best Brands was born.
2. Brand Africa 100 Rankings Q: Why are the Brand Africa 100 rankings significant, and how do they shape Africa’s image?
Brands are a vector of a nation’s competitiveness, reputation, image, and soft power. They catalyse industrialisation, create jobs, and address inequality – the three biggest challenges facing Africa.
Q: What trends have emerged in African consumers’ brand preferences?
Despite over 65% of Africans affirming belief in Africa, only around 20% of the most admired brands are African – with 81% coming from G20 nations and 20% from BRICS+ nations. As Ali Mazrui observed, “Africa consumes what it doesn’t produce and produces what it doesn’t consume.” That’s our challenge.
3. Brand Namibia Q: What makes Brand Namibia unique in Africa’s brand landscape?
Over the years, the rankings of the most admired brands in Namibia have reflected its youth, culture, and historical ties with South Africa. Namibians believe in Namibia – and that’s bodes well for the future of made in Namibia brands.
Q: Namibia is positioning itself as a hub for investment and sustainability. Why is national branding important?
All countries compete for trade, tourism, and talent. To win, they must define their national interest and competitive advantage. Ghana stands out culturally, Rwanda as a policy hub, and South Africa for finance and industry. Namibia must find and protect its distinction.
4. Leadership and Localisation Q: How does “Buy Local, Grow Namibia” align with Brand Africa’s vision?
Every nation needs an industrial agenda. In 1933, the USA enacted a Buy American Act that prioritized at least 50% procurement of American talent and goods by the public sector. China enacted a Buy China act in 2015, focusing on the technology sector – and achieved their goals in less than 10 years – now its a major technology player. Every country needs an agenda to drive its own development. A national interest agenda of ‘buy local’ helps to catalyse industries, create jobs and a tax base to pay for public goods – and reduce sovereign debt.Brands are the expression of those ambitions.
Q: How can leaders and creatives elevate Namibian brands globally?
In South Africa, a recent Brand Finance established that 87% of nation brand value is derived from the private sector. Government must enable; business must deliver. It’s a collective responsibility – a partnership for the greater good.
5. Reputational Capital Q: How do strong brands support national competitiveness and soft power?
They create global leverage and identity. Strong brands are a nation’s reputation made visible.
Q: What role does perception play in attracting tourism, investment, and talent?
Perception is everything. It defines the emotional and economic appeal of a nation.
6. African Excellence and the Way Forward Q: How do we get African brands to lead in mindshare and market share?.
I believe that excellence has no borders. I don’t speak of “African excellence,” but “excellence inspired by Africa.” African excellence implies excellence qualified by geography or identity. Rather I speak about excellence inspired by Africa. And in that area when look at fintech and telecommunications, with branded solutions like M-Pesa, “pay as you go” and ‘please call me,” Africa has been a pioneer. What we are now seeing is that in the fashion and music, South African exports like Maxhosa, Thebe Magugu and Amapiano, are the new African inspired taste makers. We need more – but to get there we need Africans to believe in Africa and in themselves. Not everything that’s west is best.
Q: What are the biggest opportunities and challenges ahead?
Two levers: 1) AfCFTA to grow intra-Africa trade to 50% by 2030. 2) A Buy Africa Act to prioritise African goods. That’s how China evolved from ‘building things’ to ‘building brands.’ Africa can learn from that approach.
7. Personal Insight Q: What has been your most powerful Brand Africa moment?
Seeing the rise of youth-led, globally admired African brands. And a renaissance inspired Ethiopia’s development to Rwanda’s rebirth and Burkina Faso’s confidence under Traoré
Over the 15 years, I’ve travelled the length and breadth of Africa – and what’s been inspiring is seeing the rise of youth-led global African and culture-inspired brands. The continent has a massive youth divided and our culture is our distinctiveness. What’s gratifying is seeing the rising believe in and identity with Africa – that is the foundation of everything we need to ultimately achieve social confidence and economic independence. The social and economic transformation in Ethiopia – the only country to never be colonized; the ability of Rwanda to re-imagine itself after the 1994 genocide and the confidence of Ibrahim Traore’s Burkina Faso – makes me believe and see Africa’s future in its possibilities, people and pride.
8. Final Thoughts Q: Your message to Namibian brand builders and Africa’s next generation?
As Sankara said, “Who feeds you, rules you.” Build Namibian and African brands – or risk surrendering our independence and identity.
