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I think the onus is on the producer to present the product how they would like it to be perceived.
In the example you just gave, Red Bull is associated with sophisticated larger than life activities like snowboarding, skydiving etc which adds to the allure of the brand. Kung fu, on the other hand, it’s difficult to pin point what the brand identifies with.
I also think the perception of “cheap and ghetto” is profitable to TK other wise they would have seen a deliberate effort to change that perception.
One of Zambia’s biggest problems is how casually we disrespect our own products.
Kungufu is seen as “cheap” or “ghetto,” but give the same person Red Bull and suddenly it’s classy.
We’ve internalized the idea that foreign automatically means better.
And until we fix that mentality, we’ll keep undermining our own growth.
“ ewwww umukashana kungufu” nomba I like it so what iwe
Not sure of the circumstances surrounding this specific appointment but such measures are usually taken as an interim decision especially after the sudden dismissal of a CEO and there’s a need for continuity and to maintain shareholder confidence.
How does this work,board fires its CEO,board headed by the chairperson appoints the chairperson who then resigns as chairperson….the math is not mathing here