{
  "id": 15449451,
  "title": "Prof Stephen Adei urges Ghanaian businesses to build brands on quality, trust and innovation",
  "url": "https://urgent.news/2026/10/18/prof-stephen-adei-urges-ghanaian-businesses-to-build-brands-on-15449451",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-18T16:48:00.000Z",
  "source": {
    "name": "Joy Business",
    "slug": "joy-business",
    "url": "https://www.myjoyonline.com/prof-stephen-adei-urges-ghanaian-businesses-to-build-brands-on-quality-trust-and-innovation/"
  },
  "original_language": "en",
  "account": "Former GIMPA Rector, Professor Stephen Adei, has called upon Ghanaian businesses to build their brands around quality, trust, and innovation to enhance the nation's image in global markets. He emphasized that a company's reputation should be based on the consistent value it delivers, rather than its global perception. Prof. Adei made these remarks during the 37th CIMG Annual National Marketing Performance Awards at the Labadi Beach Hotel on October 17, 2026. He highlighted that artificial intelligence is creating new avenues for businesses to reach consumers, develop products, and compete internationally, but stressed that technology alone cannot ensure success.\n\nAccording to Prof. Adei, the key lies in using innovation to create products and services that people need, value, and trust. He urged a shift from exporting raw materials to developing competitive Ghanaian brands, explaining that marketing is crucial for connecting production with demand and conveying the unique value of Ghanaian products and services. Trust is fundamental to sustainable business relationships, even as technology changes how brands interact with consumers. He pointed out that trust is an economic asset, as customers remain loyal to brands that keep their promises, investors support credible businesses, and international buyers depend on reliable suppliers.\n\nIn an AI-driven market where content can be produced rapidly, Prof. Adei stressed that authenticity, quality assurance, and professional integrity should become the hallmarks of Ghanaian businesses. He asserted that promotion alone is insufficient without substance. He also advocated for stronger collaboration among industry, professional institutions, educational institutions, and government to turn innovation into practical solutions and business growth. Prof. Adei encouraged the Chartered Institute of Marketing, Ghana (CIMG) to continue promoting marketing as a strategic investment rather than a promotional expense.\n\nHe urged the African Continental Free Trade Area (AfCFTA), based in Accra, to provide opportunities for Ghanaian businesses to access new markets, but cautioned that access alone does not guarantee competitiveness. Prof. Adei emphasized that businesses must invest in product development, packaging, certification, and distribution, competing on quality, effective branding, dependable supply, and a thorough understanding of customer needs. He called on the government to develop a conducive business environment, businesses to produce competitive products and services, and marketers to turn that value into trusted brands. Finally, Prof. Adei urged policymakers to acknowledge marketing as a national asset and bolster the capacity of small and medium-sized enterprises to compete in an AI-driven economy.",
  "summary": "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.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 3,
    "also_reported_by": [
      {
        "outlet": "MyJoyOnline Ghana",
        "title": "Prof Stephen Adei urges Ghanaian businesses to build brands on quality, trust and innovation",
        "url": "https://urgent.news/2026/10/18/prof-stephen-adei-urges-ghanaian-businesses-to-build-brands-on",
        "published": "2026-10-18T16:48:00.000Z"
      },
      {
        "outlet": "Adom Online",
        "title": "Power deficits, water pollution, unreliable internet threaten 24-hour economy – Prof Stephen Adei",
        "url": "https://urgent.news/2026/10/18/power-deficits-water-pollution-unreliable-internet-threaten-24-hour-15456526",
        "published": "2026-10-18T17:05:55.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}