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Building a brand in Nigeria: a South African marketer's guide

For many ambitious South African businesses looking to expand their footprint across Africa, Nigeria is an obvious choice. With a population of 175 million, it is Africa's largest market and has more consumers than anywhere else. The Nigerian economy is growing at an average 6.8% per annum, dwarfing South Africa's modest GDP growth rate. And the country has a rising consumer class that is ambitious and aspirational, with smaller families, higher incomes, better education than previous generations and increasing connectivity to digital and mobile channels. Nigerians are highly receptive to western brands and very brand conscious. It sounds like a marketer's dream.

Issued by Yellowwood Future Architects 18 Jul 2014 10:28

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