Abstract

This paper emphasizes the critical need to revitalize branding practices within the leather industry, focusing particularly on the global production landscape and the potential for growth in Africa, with Nigeria as a primary case study. It advocates for the adoption of technological innovations and contemporary manufacturing methods to foster the development of competitive modern leather product brands capable of enhancing Africa's share of the value chain. Additionally, the paper highlights the significance of intensive product branding, especially within educational institutions dedicated to leather value creation. To address the disparity in Africa's share of global production, particularly in Nigeria with only a 1.3% share, the paper stresses the importance of embracing technology and innovative manufacturing techniques to create modern leather product brands that can compete on a global scale. Moreover, it underscores the need for comprehensive product branding across all sectors of the leather industry, including within training institutions. The paper proposes integrating product branding as a core course in academic curricula to equip students and staff with essential industry expertise, while also advocating for collaboration with industry experts to enhance training programs and cultivate a culture of branding excellence. Furthermore, the paper reiterates the importance of rebranding existing leather products through strategic deployment of branding models. It calls for intensified research and development efforts to improve raw materials and design, as well as provide upgrades to product sales and customer service units to effectively showcase branded products. By implementing these strategies, the leather industry can experience a renaissance, positioning itself as a dynamic and competitive player in the global market. This holistic approach to branding and rebranding efforts holds the potential to drive significant growth and innovation within the industry.