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Making Coffee a Global Brand of Ethiopia




By: SintayehuGirma(Political science and leadership expert)

sintayehuGirma76@gmail.com
Phone 0900065962


In a globalized world with more competitors vying for shelf space across the globe, consumers are overloaded with information and continue to place increasing importance on brands. In all types of daily decisions – not just purchasing – the average person relies on heuristics that minimize the amount of information required to reach a conclusion and minimize uncertainty. One of the signals that consumers use is the origin of a brand.

Every country is a brand. Some places do a better job at branding themselves to the world than others. Each of us have certain attributes/perceptions that come to mind when we think of different countries: France is “perfumes”, Italy is “fashion and design”, Sweden is “simple and functional design”, Germany is “great engineering”, India is “spices”, Argentina is “tango”, Switzerland is “watches”, China is “low cost manufacturing” what if, if “Coffee’’ is for Ethiopia. This is known as “place branding”. Many brands “borrow” these common perceptions and transform them into differentiating elements that help them compete locally and internationally.

Ethiopia Coffee and Tea Authority should start working on coffee as a global brand of our country because Ethiopia is the original home of the coffee (Arabica) plant. The south-western highlands where they first blossomed, gave its name to coffee. The formal cultivation and use of coffee as a beverage began early in the

9th century. Prior to that, coffees trees grew wild in the forests of south-western highlands and may in the region were familiar with the berries and the drink.
What is Branding?
Branding is the process of creating a name, design or symbol that identifies and differentiates a company from its competitors. A good brand reflects the benefits of a product or service and builds recognition and loyalty in customers. However, branding is an expensive process and is difficult to undo if the company's direction change. Madison Garcia (2018)
Creating a global brand for Ethiopian Coffee presence in one or more international markets isn't cheap or easy. But it is worthwhile for the country, provided you understand the reasons why. Here we spell out what a global brand is. A global brand is one that has a consistent identity with consumers across the world. It can be the use of a name, term, sign, design or combination thereof intended to identify one seller and differentiate it from competitors.
Few Reasons Why Coffee representsthe Country Brand
In the 21st century all world integrated in strong market linkage. Especially in this globalization season most countries tries to promote and sell their unique products as a brand of their own country brand. If a country didn’t build its own brand for a unique product it allows others to talk negatively.
In this globalization season, many countries promote their brand

sintayehu Girma more than 1 year ago