The enduring nature of negative branding distorts Africa's image. This
is emblematic of the problematic nature of brand Africa, albeit
normalised and treated ahistorically and uncritically in extant
literature. This paper analyses the origins, causes and effects of
negative branding of Africa and proposes novel sovereign
(self-determination-based) strategies for rebranding the continent. The
study practices literature mapping and historical institutionalism as a
two-pronged approach for probing and highlighting the important
historical stages in marketing strategies that are partly responsible
for relegating Africa to the bottom of a global caste-based branding
system. We synthesise extant literature about the role of imagery, urban
myths, deceptive marketing and pejorative media/academic portrayal of
Africa as being dependent on the eleemosynary gestures of others. We
analyse the extent to which these issues obfuscate our understanding of
the institutional reforms, numerous positive macro-economic indicators
and political changes which are favourable conditions for MNCs and
diaspora entrepreneurship to thrive.