ZAMBIAN DETERGENT PASTE BRANDING STRATEGY IN AFRICA

The detergent industry is critical to maintaining cleanliness and hygiene in both domestic and industrial settings. The need for detergents in Zambia and Africa is constantly increasing due to population increase, urbanization, and higher living standards. For businesses and investors in the region, the detergent manufacture and supply sector represents a significant prospect. The goal of this paper is to critically examine Trade Kings' branding strategy in relation to the boom brand and determine how the company has managed to place its brand in the eyes of its customers. In the introduction, the terms brand, branding, and brand strategy will be established as a starting point. Following that, Trade Kings Company will be introduced. The subject will be concluded with a review of Trade Kings' brand strategy for positioning the boom product in the eyes of consumers.