A Multi-Stage Brand Repositioning Framework for Regulated FMCG Markets in Sub-Saharan Africa

• Author(s): Oluwatosin Balogun ; Ololade Shukrah Abass ; Paul Uche Didi
• Paper ID: 1710067
• Page: 236-249
• Published Date: 28-02-2019
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 2 Issue 8 February-2019

Abstract

Fast-Moving Consumer Goods (FMCG) markets in Sub-Saharan Africa are undergoing rapid transformation, shaped by shifting consumer preferences, socio-economic volatility, and increasingly stringent regulatory frameworks. National governments and regional bodies are imposing stricter controls on advertising, packaging, health claims, pricing, and distribution, particularly in sectors such as food, beverages, cosmetics, and personal care. These evolving regulations—while necessary for consumer protection—pose significant constraints on traditional branding approaches, especially for legacy FMCG players and new market entrants aiming to scale in competitive environments. This proposes a structured, multi-stage framework for brand repositioning tailored to regulated FMCG markets in Sub-Saharan Africa. The framework is designed to balance regulatory compliance with brand relevance, customer engagement, and market differentiation. It consists of five key stages: (1) Regulatory Landscape Mapping to understand country-specific restrictions and opportunities; (2) Brand Equity Audit to assess the current perception and performance of brand assets; (3) Value Proposition Recalibration to align the brand’s core promise with regulatory constraints and evolving consumer values; (4) Multichannel Strategy Redesign that integrates traditional and digital platforms within legal boundaries; and (5) Performance Tracking and Iterative Learning to adapt brand strategies in response to real-time consumer and regulatory feedback. By applying this framework, FMCG companies can proactively navigate regulatory barriers while simultaneously enhancing brand trust, recall, and market responsiveness. The approach also emphasizes the importance of localized messaging, culturally informed storytelling, and trust-building mechanisms—such as community engagement and regulatory-aligned influencer marketing. Theconcludes with a forward-looking discussion on how digital tools, including AI-powered compliance monitoring and consumer sentiment analysis, can support more dynamic and resilient brand repositioning strategies in the face of continuous regulatory evolution. This framework provides a strategic toolkit for brand managers, marketers, and policymakers alike.

Keywords

Multi-stage, Brand Repositioning Framework for Regulated FMCG Markets in Sub-Saharan Africa

Citations

IRE Journals:
Oluwatosin Balogun , Ololade Shukrah Abass , Paul Uche Didi "A Multi-Stage Brand Repositioning Framework for Regulated FMCG Markets in Sub-Saharan Africa" Iconic Research And Engineering Journals Volume 2 Issue 8 2019 Page 236-249

IEEE:
Oluwatosin Balogun , Ololade Shukrah Abass , Paul Uche Didi "A Multi-Stage Brand Repositioning Framework for Regulated FMCG Markets in Sub-Saharan Africa" Iconic Research And Engineering Journals, 2(8)