Editor’s note: Africa was added in the title

Brand equity studies should measure the following for your brand and each of its competitors, with responses reported separately for different user segments:

• Awareness
• Convenience/accessibility
• Perceived value (including quality and price sensitivity)
• Rank in consideration set
• Preference
• Usage
• Relevance
• Differentiation
• Vitality
• Emotional connection
• Loyalty
• Multiple personality attributes
• Other brand associations

Who is responsible for monitoring and maintain a grade A for Africa brand ?

It is its stakeholder of course, Government,Individuals,Businessmen,Corporations,Workers,Students because ,somehow,somewhere Africa brand value affects them. Getting a visa, being considered for a panel appearance,attracting foreign capital,attracting brainiacs,attracting individual investors,getting VC money,being able to marry a foreigner,exporting our products,convincing potential partners,being considered cool,a sex symbol;trustworthy,etc..

…many more aspects of our lives are affected wether we want it or not by the  Africa brand  that is bigger than our own individual brand.