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Creating Global South African Brands, One Expat at a Time
Posted by
Al Mackay at 08:00
I recently read an article in Harvard Business Review that I found fascinating. It’s on diaspora marketing; how emerging market brands can go global by targeting their diasporas in the West. It hails Nando’s as a brand that has done this particularly well – they used South African communities in the UK, Canada and Australia as beachheads to the larger native communities, and have now grown to operate in 26 countries across the world (with a hefty £14.7million in profit from their UK restaurants alone).
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