What’s in a name? Just about everything

https://twitter.com/thenationaluae

From www.thenational.ae – January 19, 2014

What’s in a name? Just about everything

Nigerian pharmaceutical companies have been successful in building brand identity in the country.

Translating an international brand into a household name is vital to a company’s success in Africa, particularly as brand loyalty is typically high in the continent.

“Once companies win over an African customer, they will likely hold on to that customer for life,” says a report from the consulting firm McKinsey & Company.