Two years after the University of Johannesburg (UJ) conferred an honorary doctorate on Dr Thebe Ikalafeng for his contribution to branding, marketing and the advancement of African narratives, the renowned African brand strategist has received further continental recognition as an African Heritage Champion.
Dr Ikalafeng was honoured during celebrations marking the 20th anniversary of the Africa World Heritage Fund (AWHF), in recognition of his commitment to preserving, promoting and advancing African heritage and culture. The award was presented by the Africa World Heritage Fund, the African Union and UNESCO, highlighting the continental importance of the work he has championed throughout his career.
The recognition reflects many of the qualities that informed UJ’s decision to confer an Honorary Doctoral degree in Marketing Management on Dr Ikalafeng in March 2024. At the time, UJ recognised his sustained efforts to showcase Africa’s diverse cultures, histories and talents on the global stage and to challenge narratives that fail to reflect the continent’s vibrancy, innovation and resilience.
“Dr Thebe Ikalafeng has consistently demonstrated that Africa’s identity, stories, creativity and heritage are powerful sources of value and possibility. His work reminds us that the way Africa tells its story matters, and that preserving and promoting that story is part of building a confident and prosperous continent. His recognition as an African Heritage Champion is a fitting acknowledgement of a lifetime devoted to advancing the African narrative,” said UJ Vice-Chancellor and Principal, Professor Letlhokwa Mpedi.
When conferring the honorary doctorate, Prof Mpedi highlighted Dr Ikalafeng’s “deep-rooted belief in the richness of Africa’s diverse cultures, histories, and talents” and his determination to ensure that Africa’s unique narratives are embraced and promoted.
Dr Ikalafeng’s career, spanning more than three decades, has been defined by this conviction. A prominent authority in branding and marketing, he has held senior positions at organisations including Colgate-Palmolive and Nike, where he served as Chief Marketing Officer for Africa. He is also the founder of Brand Leadership and Brand Africa, initiatives that have sought to strengthen the continent’s image, competitiveness and global influence.
His advocacy extends beyond conventional brand building. Ikalafeng has consistently argued that African countries, businesses and citizens must take greater ownership of the continent’s identity and economic narrative.
Delivering his keynote address after receiving his honorary doctorate from UJ, he called on graduates to embrace the “Made in Africa” agenda.
“Our job is to produce and consume ‘Made in Africa’. If Africa is truly going to become independent, free, integrated and prosperous, ‘Made in Africa’ must become our most serious agenda. Only Africa can serve Africa,” he said.
That message resonates strongly with his latest recognition. While branding shapes how Africa is perceived, heritage provides much of the substance of that identity and its histories, cultures, knowledge systems, traditions and achievements.
The AWHF was established in 2006 as a partnership between African Union Member States and UNESCO to support African countries in identifying, protecting, conserving and promoting their heritage. Its 20th anniversary marks two decades of investment in strengthening Africa’s capacity to safeguard the continent’s cultural and natural heritage.
Dr Ikalafeng’s recognition as an African Heritage Champion is a natural continuation of a career dedicated to advancing Africa’s story, identity and global standing. It reinforces the connection between his work in branding and marketing and the broader imperative to protect, celebrate and promote Africa’s heritage and ensure that its narratives are shaped and owned by Africans.
“UJ recognised Dr Ikalafeng for the very qualities that this latest honour affirms his excellence, leadership and service, and his steadfast commitment to advancing African narratives. His journey demonstrates that building African brands and safeguarding African heritage are part of the same mission: enabling Africa to recognise its value, own its story and confidently share it with the world,” said Prof Mpedi.
