How Emerging Market Multinationals Can Build Strong Brand In Africa?

The company branding is one of the most important asset and tools that can be used to develop market shares. Emerging market multinationals need to have strong brand to face western brand particularly in some continent like Africa. The aim of this thesis is to observe Emerging market multinationals in Africa in order to come with a series of proposition that can help them to develop their brands.Therefore we focused on the different part of the brand loyalty such us Brand communication, country of origin and customer experience and satisfaction in order to understand how these companies can build and maintain strong brand in this market.