As African economies transition rapidly to being market-led, the question of who really owns a brand becomes more pertinent. The separation of brand value from the more traditional assessment of goodwill is still a work in progress. In Geneva, the Swiss make a brand of watch called Patek Philippe. As the old certainties evaporate, brand ownership will become increasingly transient. It will become a primary focus for commercial leadership, and no longer be delegated to young brand managers with short attention spans.

Source: The Star January 25, 2017 03:06 UTC