Many countries have created buy local
campaigns to encourage local customers to become
ethnocentric towards local brands. In order to enhance the
buy local campaign’s effectiveness, many countries have
created a logo to be used by all campaign members. The
motivation to develop buy local campaigns by many states
has been to improve the economies and create
employment. Zambia unemployment rate has been on a
rise at 20.17% in 2020, hence the need to improve local
brand advocacy. Quantitative research was conducted
which involved the sample size of 295, and the data was
collected using a questionnaire and data analysis was done
using SPSS to produce the descriptive information.
The results indicate that many respondents were not aware
of the logo used by the buy local campaign, as there is more
than one logo used by the industry players. The results also
show that the majority of respondents prefer buying
imported products other than the local FMCG’s. This
therefore renders the branding strategy used by the buy
local campaign ineffective. There is need for all industry
players to use one logo as branding brings emotional
connection between the products and the customers.
Keywords :
Branding, Brand equity, FMCG’s, Perceived quality, Positioning.