Degree Name

MA (Master of Arts)


Brand and Media Strategy

Date of Award


Committee Chair or Co-Chairs

Dr. Susan Waters

Committee Members

Dr. Andrew Dunn, Dr. Chase Mitchell


In recent times, African brands have been featured heavily in global landscape fashion events, with brands from Nigeria, South Africa, and Kenya leading the way. Although such recognition could be traced to their expertise, the unique approach of African brands involves putting out unique designs that easily stand out in the global fashion market. However, their uniqueness goes beyond the designs they put out, as it is also strongly expressed in their media messaging and, consequentially, their marketing strategy.

This study provides a content analysis of the most important characteristics of eight brands from different regions of the African continent. It examines 20 photos each from their Instagram account, analyzing a total of 160 photos. Results point out the distinct market penetration approach of the different brands from each region and how it reflects in their media brand voice as a whole.

Document Type

Thesis - embargo


Copyright by the authors.

Available for download on Monday, January 15, 2024