Amb. Weru expounds on branding Kenyan exports as Dr Marube listens keenly
Branding Kenyan Exports
Nairobi, 2nd November 2020
By Public Communications Unit
The Government is set to aggressively brand Kenyan exports to distinguish them easily from those of other countries and position them better in the international market.
According to the Principal Secretary for Trade and Enterprise Development Amb. Johnson Weru, the unique branding will bear Geographical Indicators, a sign containing specific details of where the goods originate from, including qualities or a reputation due to the origin.
Speaking during a courtesy call on him today by the Kenya Export Promotion and Branding Agency (KEPROBA) CEO Dr. Wilfred Marube, Amb. Weru said this would position Kenyan products favourably worldwide and ensure they retain their uniqueness amongst similar products from the region or other countries.
The PS challenged KEPROBA to undertake extensive research on the major Kenyan exports and ensure these brands are registered and protected under law. He said the branding should be such that it focuses on the Kenyan culture, creates unity and binds Kenyans under common values.
Accepting the challenge, KEPROBA CEO Dr. Wilfred Marube said export promotion made up 80 per cent of their mandate and pledged to study the unique environments of target countries before formulating individual strategies to communicate the brands exported by Kenya to them.
He noted the importance of adopting a uniform but appealing manner in which the Kenyan Government portrays itself internationally and locally, to boost public confidence and trust in its operations.
Also present in the meeting was the Acting Director for External Trade Oliver Konje.