East Africa

Since the beginning of 2005, the East African countries of Kenya, Tanzania and Uganda have instituted a Customs Union. This is the latest manifestation of the East African Community (EAC) and a clear indication of a renewed regional integration process that started a decade ago. One of the goals of the Community is for East Africa to be more competitive than its three Member States can be individually. The Centre for Promotion of Imports from Developing Countries (CBI), an agency of the Dutch Ministry of Foreign Affairs, commissioned Placebrands to conduct a mission to East Africa to ascertain whether there is a case for a brand for the region. This mission is set in the context of a capacity building programme with the export promotion agencies of the three nations.

With the help of local consultants, Placebrands undertook a study of relevant strategy and policy documents, research and white papers and websites, and followed this up with a round of interviews with representatives of key stakeholders in the three Member States. We talked with some 80 senior decision makers ranging from Ministers and their Permanent Secretaries to company CEOs, senior executives of business support and promotional organisations, cultural leaders and civic leaders.