Branding as a strategy to improve public services’ perception in Africa. Mariam Essahih, Managing Director at Gazelle Touch

It is almost natural for people to associate ‘brand’ and ‘branding’ with business entities, their products, and their services. However, branding is a growing exercise among several public utilities services on the continent that have adopted it. In Côte d’Ivoire, the “Compagnie Ivoirienne d’Electricité” (CIE) is a testament of how brandi