4th African Brand Congress ‘Leadership Merit Awards’ Gathers Momentum

Mr Desmond Esorougwe
Mr Desmond Esorougwe, making points at the press parley


Because branding is who a man is and why his business matters, the African Brand Congress (ABC) team doesn’t believe in a single style or approach to what they do. Hence, the unique style it is introducing to its fourth edition of the African Brand Leadership Merit Awards event coming up on Thursday, 31st of May, 2018.


Speaking to journalists at his office on Tuesday, 15th of May, 2018, Mr Desmond Esorougwe, the chief executive officer of ABC, which parades a unique mix of professionals with a wide range of experiences that help brands to succeed, “We consider each project as an opportunity to create a brand fingerprint for business outfits.”


Mr Esorougwe revealed that the ABC, an annual ‘Fiesta to Best Brains’ is behind most successful and sought after African Brands. “It is meant to stimulate, motivate and excite the creative lobe of kind of thinking and exercise that we use in our workshop.”


Esorougwe stated that the Congress is designed to educate, engage and inspire brand managers and professionals in the pursuit of best practice in brand building and value creation. Itemizing further, he said: “It is an appropriate platform for all brand owner and industry players to discuss how brands in African can increase their global competitiveness. And seeking to enhance professional development skill in the area of that are most relevant to the business community today, the Congress will provide hand on skill building experience for brands and brand management community.”


The theme of the 2018 edition of the Congress billed to take place at Eko Hotel & Suites, Victoria Island, Lagos, is ‘Africa Is The Future Of Great Brands‘.



Participants from all over Africa are expected at the event, as, according to Esorougwe, they are going to find a full year’s worth of thought provoking, insightful and tangible ideals with speakers and peers throughout the event.


“The focus of this one day African Brand Congress in Nigeria, which is the host country, will be to give full support in the journey of excellence in brand building, to be able to discuss and influence issues of sharing African brand future”, he stated, adding that this provides the ideal opportunity for interaction among leading companies, keynote interactive discussion, quality up to date case studies from leading organizations provides a close look at the improvement that the biggest companies in the market are currently implementing worldwide.


The African Brand Congress is aimed at company CEOs and managers from among leading brands that believe in creating strong brands, while the benefits of being part of the event include learning how branding operates in some of the world most successful businesses, the future trend in brand leadership and how to implement new brand strategy and technique in organizations.


Esorougwe also pointed out that the event, this year, has been uplifted to a high international profile, as in order to ensure that participants get their money’s worth, the organizers have invited key brand managers, decision makers from the African sub region to be part of the epoch-making event while it is liaising with relevant government and non-government agencies.


Speaking on the African Brand Leadership Awards, Esorougwe notes that, the future of African brands is the future of business in Africa.


He said; “This awards event will honour CEOs, businesses, brands, products and services as well as public officers that have excelled and demonstrated uncommon initiative, drive and leadership in Africa economy. It is also about sustainable wealth creation. Further, because of the interaction of Brands with the society and so many socially influential brands are in business sector, the future of brands in Africa is also inextricably linked to future of the society. It is also aimed at celebrating leadership, innovations and creatively in Africa. It showcases the brilliant minds and institutions that are delivering positive changes and shaping Africa’s future.”