Côte d’Ivoire’s prime minister urges businesses to use brands to boost competitiveness

Côte d’Ivoire’s Prime Minister Robert Beugré Mambé has called on businesses to make brands a key tool for competitiveness and economic growth, as the second edition of the Brands Licensing Africa (BLA) 2026 exhibition opened in Abidjan on Thursday.

Speaking at the opening ceremony in Port-Bouët, Mambé said brands bring together expertise, vision and skills, stressing that businesses must build strong and sustainable identities to compete across markets.

The event, held under the theme “Brands and Licensing: Accelerators of Growth in Africa,” brought together government officials and representatives from several African countries, including Benin, the guest of honour, as well as Nigeria, Togo, Niger, Ghana and Burkina Faso.

Mambé highlighted the potential of the African Continental Free Trade Area (AfCFTA) to support trade between African countries and expand the reach of African brands. He also pointed to Côte d’Ivoire’s 2026-2030 National Development Plan, which is valued at more than 120 trillion CFA francs, as an important economic framework offering opportunities for businesses.

Trade, Industry and Handicrafts Minister Ibrahim Khalil Konaté said companies needed to create greater value from their products in an increasingly globalised economy. He highlighted trademarks, patents and licences as complementary intangible assets that can help businesses protect and develop their commercial value.

Arnauld Akakpo, president of Benin’s Chamber of Commerce and Industry, said Africa should seek recognition not only for its natural resources but also for the brands it creates.

The two-day exhibition features panel discussions, business meetings and an exhibition of products and brands. The event is scheduled to conclude on Friday, October 16.