Jessica Ilunga is a communications consultant specializing in African markets. She used to work for africapractice in London where she advised clients from the financial, mining, international development, education and agricultural sectors. She holds an LLM in European and international law from the Catholic University of Leuven and an M.Sc. in global politics from the London School of Economics.
Several African countries use nation branding in their development programs. While misrepresentations of the continent do need to be corrected, communications specialist Jessica Ilunga explains why branding in the African context is misleading, dangerous and undesirable.