Prof Stephen Adei urges Ghanaian businesses to build brands on quality, trust and innovation
Former Ghana Institute of Management and Public Administration (GIMPA) Rector, Professor Stephen Adei, has urged Ghanaian businesses to build competitive brands on quality, reliability, integrity and innovation to strengthen the country’s reputation in international markets.
Ghanaian businesses are being urged to build their brands on quality, reliability, integrity, and innovation by former GIMPA Rector Professor Stephen Adei. Speaking at the 37th CIMG Annual National Marketing Performance Awards, Prof Adei emphasized that Ghana's reputation in international markets should be built on consistent value delivered by its businesses, rather than merely its global perception.
He highlighted the potential of artificial intelligence to create new opportunities for businesses to reach consumers and compete globally, but stressed that technology alone would not guarantee success; it requires using innovation to create products and services that people need, value, and trust. Prof Adei also called for stronger collaboration among industry, professional institutions, educational establishments, and government to ensure innovation translates into practical solutions and business growth, and urged the Chartered Institute of Marketing, Ghana, to continue encouraging businesses to regard marketing as a strategic investment rather than a promotional expense.
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