This paper submitted by Penelope Muzanenhamo (PhD Candidate at Warwick Business School, University of Warwick) and Franklyn Lisk (Professorial Research Fellow at the Centre for the Study of Globalisation and Regionalisation, University of Warwick, UK; Honorary Visiting Professor, School of Social and International Studies, Bradford University, and; Senior Research Associate, Centre for Research on Political Economy (CREPOL), Dakar, Senegal) during the International Symposium on CD in Africa, July 2012, organized by the Institute for Cultural Diplomacy, contends that African citizens have a twin role in the evolution of the emerging brand Africa.
First of all, they are internal stakeholders whose needs should be addressed by their governments and regional institutions tasked with managing brand Africa. Simultaneously, Africans are place brand representatives whose behaviours and competencies are perceived by external global audiences, and coded into associations that ultimately give brand Africa its persona. Applying the theoretical premise of internal branding, our paper consequently proposes that internal brand building should be implemented across Africa as it may facilitate ‘ambassadorial’ behaviours for brand Africa by Africans on the continent and beyond. Cultural diplomacy is identified as instrumental to continental integration, which is crucial for the competitiveness of brand Africa and sustainable continental development.