Reshaping the branding of small and medium SA businesses post-COVID-19

Issued by North West University
Johannesburg, Mar 12, 2021

On the African continent, South Africa is among the worst hit by the COVID-19 pandemic.

Just as elsewhere in the world, especially in countries with a high incidence of infections, South African small and medium enterprises (SMEs) have been severely affected, with many going out of business or struggling with a significantly reduced income because of restrictions.

Akintayo Adesoji Ogunsanya, a recent master’s graduate from the North-West University’s (NWU’s) School of Communication Studies in Mahikeng, says there is a need to give attention to the branding of the already troubled SME sector in South Africa post the COVID-19 pandemic.

“SMEs play a major role in the South African economy,” said Ogunsanya.

He says the survival of SMEs in the South African society is a passionate and emotive topic for valid historical and contemporary socioeconomic experiences.

“South Africa’s turbulent apartheid past and its enduring legacies played a part in the country’s unequal economic state. SMEs attract intense attention from both citizens and government as special conduits for job creation in a bid to facilitate equitable distribution of wealth. Therefore, governments need to invest resources in the sector to address the old problem of unemployment and inequity.”

For South Africa to shape the already troubled SME sector post-COVID-19, Ogunsanya says the branding of SMEs should be re-looked.

“Branding should include three foundational requirements – technological, socio-economic and educational imperatives. These three requirements should be viewed as society-wide policies that must be re-imagined and implemented consistently for SMEs in South Africa to emerge as competitive brands post-COVID-19,” said Ogunsanya.

Contact person: Phenyo Mokgothu
Contact details: [email protected]