Diaspora-Driven Brand Strategy: Unlocking Trade and Investment Opportunities between the U.S. and Africa

Chitemerere, Zvikomborero Bright and Mgugu, Micaiah and Zireva, Tafadzwa Agartha Kundayi and Kasinamunda, Rumbidzai Lyn and Mupa, Munashe Naphtali (2025) Diaspora-Driven Brand Strategy: Unlocking Trade and Investment Opportunities between the U.S. and Africa. World Journal of Advanced Research and Reviews, 27 (2). pp. 1956-1963. ISSN 2581-9615

The African Diaspora has become a significant asset and agent for local development, economic growth, and technological advancement. This article examines the impact of Diaspora-Driven Brand Strategy and the role that the African Diaspora plays in promoting and marketing African products and services. Through analyzing the role of the African diaspora in brand promotion, policy frameworks, and strategic marketing approaches, the article tackles the full scope of African-made products in the US market. Policy frameworks have been proposed to ensure smooth cross-border e-commerce between Africa and the US. Additionally, case studies on successful African products have been highlighted to showcase the application of strategic marketing and the existing limitations to hitting maximum potential.