Branding: A Case Study of Foreign Brands in West Africa

This project explores branding development and advertisement strategies through the lens of major players in the Nigerian and West African markets; MTN, Domino’s, and KFC. The case study is based on insights gathered from training sessions I facilitated on branding strategy, visual and verbal identities, and market positioning. By analyzing how these brands operate within local contexts, this study highlights how storytelling, differentiation, and consistency shape strong brand identities.

Cultural Adaptation: How can global brands successfully integrate into local markets while staying true to their core identity?

Brand Positioning: What strategies help brands establish a distinct identity in competitive industries?

Consumer Connection: How can brands use storytelling and engagement to build loyalty and recognition?

One of the most engaging discussions during my branding class was a thought experiment: What if Domino’s introduced Abula (a traditional Nigerian dish) to its menu? Inspired by KFC Ghana’s recent local menu adaptation, this concept sparked conversations about breaking industry norms in branding.

Why It Matters: This example illustrates that branding doesn’t have to be conventional—brands that embrace cultural uniqueness can create memorable, lasting impressions.

Differentiation is key to standing out in a crowded market.

MTN’s "Everywhere You Go" campaign exemplifies how verbal and visual storytelling can solidify a brand’s presence. The ad series didn’t just promote telecom services; it framed MTN as a company fostering human connection and progress. From the memorable “Oh Jerry” moment to the recognizable whistle tag, MTN successfully embedded its brand in cultural memory.

Why It Matters: Brands that evoke emotion and familiarity build trust and loyalty. Strategic messaging makes even a simple service feel deeply personal and essential.

KFC Ghana’s decision to add a locally inspired menu item demonstrates an understanding of brand equity in a new market. Instead of relying solely on its global reputation, KFC localized its offerings to connect with consumer preferences and cultural expectations.

Why It Matters: Consumers feel a stronger attachment to brands that acknowledge their local context. Establishing a balance between global identity and local relevance enhances long-term brand loyalty.

This branding exploration highlighted three core branding principles that businesses; large or small should prioritize:

Strategic Positioning: Stand for something distinct in your industry and communicate it clearly.

Consistent Storytelling: Reinforce your brand message across visual, verbal, and experiential touchpoints.

Cultural Relevance: Brands that successfully blend global identity with local nuance foster deeper consumer trust.