This presentation talks about how best we can brand Africa food and market it to attract international market.We need to see branding as an investment and also in food branding the consumer health should be your key focus. We are really what we eat.

1. Standing Out In the Food
Market
Presented by
Kwame Ofori
(Founder, Wow Magazine Ghana)
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Health Means Life
1

2. More than 95% of all chronic disease is caused by food choice, toxic food ingredients,
nutritional deficiencies and lack of physical exercise.
The only thing that stands between a person and their own perfect health is information.
Empowered with the right information, anyone can improve their health, reduce their
dependence on prescription drugs, enhance their quality of life and expand their
mental awareness and creativity.
Wow Magazine Ghana aim is to promote health freedom and empower consumers
with the right information about the healing power of our local foods.
ABOUT US
www.wowmag.netTel: +233 302 923390 / 0203005019 Email: info@wowmag.net

3. PRESENTATION OUTLINE
 Branding as an Investment
 What is Food branding
 Creating a winning brand
 Brand Strategies
 Marketing Strategies

4. Food Branding Should Be Centered
On Healthy Choice Not Profit Making
Venture !
The Overall Health Status Of The Consumer Is Key

5. An Investment is....
The purchase of an item of value with expectation of
future return or benefit
A devoting of time, talent, or emotional energy for a
purpose or to achieve something
Investment could be financial, spiritual, physical, social
or reputational

6. WHAT IS BRANDING
It is important to understand that a food brand only
exists in the mind of your target consumer or not at
all!
Your food ‘brand’ lives or dies in the way your
consumer perceives it. ( i.e. The reputation of your
brand )
The marketing practice of creating a name, symbol or design
that identifies and differentiates a product from other
products .“entrepreneur.com”

7. THINK ABOUT THE FOLLOWING:
 A product is made in a factory
 A brand is bought by a customer
 A product can be copied
 A brand is unique
 A product can become outdated
 A successful brand is timeless
BRAND AND A PRODUCT

8. Today, too many food brands are positioned too close together
and competing for the same markets and shelf space.
There are over 50,000 individual food product lines in an
average multiple supermarket.

9. Where?

10. RESTAURANT
CHOP BAR

11. TRUE DIFFERENTIATION
Brand Positioning:
 What does your food brand do for your consumers?
 What problem does it solve?
 More convenient?Healthier?
Brand Personality: Brands are a bit like people that way.
After all, food brandsare often judged in the same way as people judge their friends.
What is the personalityof your brand?
Can you describe the characteristicsof yourbrand in terms similarto those used about a person.
The result should be a clearly, defined food brand personality!
 If your brandcame to life what sort of person would it be?
 What sort of personalitywould it have? How would it dress and act?
 What characteristicswould it have?

12. 3 KEY POINTS TO REMEMBER WHEN
CREATING YOUR FOOD BRAND
1. Branding is the BUSINESS OF MEANING.
When a customer sees your food brand, the key question is what does it mean to them?
What problem does it solve? What reputationdoes it have in the mindset of your target consumer?
2. Brandingis not who you believe you are or indeed whether you are, but rather who your target consumer believes
you are! Perception is reality.
3. The principles of buildinga strong food brand:
 Insightful consumer understanding
 Clearly defined Target audience
 Clarity of communication
 Creationof a clear and relevant ‘brandpersonality’
 Consistency of brand positioning
 Progressive brandevolutionand New Product Development

13. MARKETING STRATEGIES
Food marketing brings together the food producer and
the consumer through a chain of marketing activities
1. Determine the role of location in the marketing strategy
2. Develop a promotional strategy for the product
3. Create an appropriate price range for the product
4. Develop a digital media strategy

14. Your Most Authentic Employment Hub 14
THANK YOU