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06.12.2017 Feature Article

The Magnet Of The Kente Brand

The AuthorThe Author
06.12.2017 LISTEN

The genetic engineering of clothing as one the most important needs like food and shelter offers excellent experiences on the quality of home and communal life with memorable, favorable and consistent brands. According to the world book (2001), clothing is for protection, communication and decoration purposes. Interestingly, these needs translate into a global value of $3trillion, 3000 billion according to global fashion statistics. Amancio Ortega, the richest man in Europe with a net worth of $83.2 has his investment in the clothing industry. In Ghana, the Kente brand is the soul, the persona, the spirit and the culture of the nation.

Cooper and Simon defines brand equity as the strength , currency and value of a brand while Jeff Bezos emphasized that your brand is what other people say you are when you are not in the room. When your business is not a brand, then it is a commodity as stressed by President Donald Trump. A true brand is manifested in many ways and has composite trait that can be intellectual and behavioral Olins (1990). These traits are conveyed by physical cues or features to give an impression of an image. When the identity matches the personality, the outcome of communication is the image of the brand amid its goals and resources. The brand kente is different for its unique purpose, available materials, ways of making it and the custom associated to in the weaving communities at Agbozume, Bonwire, Kpetoe, and Daboya.

A lead research supported by independent company to get an in-depth understanding of kente brand in 2017 revealed the motivational factors customers are emotionally attached to in this unique brand amid its micromarketing strategy and as members of a big family. Ranking on the list are color or design, texture, quality, associated length and breadth. Steve Jobs, co-founder of Apple illustrated in a related issue “design is not just what it looks like and feels like, design is how it works.” These differentiating traits tell others who the customers are, how they feel and what they will like to be. The kente brand is also symbolic and serves as the core of communication. We have kente designs which have married links to the chieftaincy institution (fiawoyome), Christian institution (soleme), our home lands (Denyigba). Kent.com also aligned this to the logo of Achimota School (Achimota nsafoa) as symbol of knowledge, unity in diversity and harmony, (sika fre mogya) money attracts relations and (obi nkye obi Kwan mu si) as symbol of forgiveness and conciliation among lots.

The kente brand builds affinity during occasions and is seen as the magnet of the people during events. It is also a ceremonial cloth for leaders and people in high reputable positions. It also used for preserving the culture of the people with heritage centers. The Ghana tourist boards and other relevant agencies are also interested in the brand image. The brand also has potency for the gift market since it is one of the most appreciated gifts of our moment. The fashion market applies a battery of tools in using this brand for aesthetic reason. Admittedly, the brand equity has also gained a strong currency to the associated brand personalities to consumer personalities. The watchwords that resonate in the minds and heart of the customers are Fathia Nkrumah, Lordina, Samira, Gifty Anti, Nanaba and Obama. The loyalty of customers to the kente brand serve as repellant for any competitor. The loyalty ladder has been smooth for customers and they insist on their brands. This brand has sustained the economic life of the weaving communities.

Howard Schultz of Starbucks explained vividly why people have loyalty to a brand. “When people share value with a company, they will stay loyal to a brand.” This will mean having a sustainable brand strategy, clarifying strategy through its identities, having the visibility, involving customers and making it happen. This will also mean that a brand has to ability to survive future changes. According to the world book history had it that, in 1700s and 1800s, the invention of several machines brought the clothing industry out and into factory and machines that could spin thread, weave cloth and sew dresses leading to the growth of this industry. Ironically, the values that glue this traditional brand to the customers are the same yesterday, today and tomorrow. It is a choice that reflect share of attitude, belief and value of life for the 21st century. It depicts the confidence, emotions, occupation, sex and the origin of people and above all, without a designation of alternative to loyalist of the needle sewed lines of the kente brand although the Old Stone Age might have ended thousand years ago.

A sober evaluation of this communal brand through an interview revealed that waking up and entering the loom is a daily occurrence for most people in the major geographic weaving unit of Volta, Ashanti and the northern part of the country. It is gathered that the kente brands are in museums outside the country for which further studies are being conducted since 1982. While I recognize the contribution of an article by Kweku Francis at Ghana.web on the textile industry in Ghana and Trade liberalization on 14th February 2007 as to the challenges, bail outs and suggestion for the future as worth considering, findings show the kente brand can maximize the net worth of the nation by addressing its challenges.

It is expectation of all that the analysis and decisions for the kente brand stimulates its sales and marketing, improves the working condition for weavers, facilitate stable supply of raw materials, and enhances sources of finance and ameliorate health and family life amid special benefit plan during old age for their sacrifices to the nation. Undeniably, the kente brand indentifies Ghanaians and differentiates us positively from other nationalities for a sustained development anchored on vocational life .Nations such as China, India, United states and the European nations have tremendously ceased the opportunities to developing their clothing industry because of the immense benefits. The Kente brand never fails and remains an intangible asset for the generation. We will be giving meaning to the call by CIMG on 25th October 2017 with stakeholders in their quest to motivate individuals and institutions for cause related marketing to encourage good practices. As we build up the kente brand usage for the distinct customer segments and on this special occasion, we must not deviate from the quote of Mark Cuban “focus on building the best possible business if you are great, people will notice and opportunities will come.”

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