Jeff Katala Mulumba

An investigation into branding strategies implemented by Trinergy Brand Connectors of South Africa during the strategic takeover of Zain Tele Jeff Katala Mulumba

The conducted research involved investigating why a South African marketing company, Trinergy Brand Connectors that went to the Democratic Republic of Congo (DRC) to facilitate the rebranding of Airtel from Zain Telecommunications failed in its quest to successfully complete the exercise. The research unravelled the reasons why Trinergy Brand Connectors failed and it also discussed how South African businesses that find themselves in international markets could increase their chances of success. Having adequate knowledge, of a foreign market which includes an appreciation of the impact of differences in culture, norms and customs can create a huge difference between losers and winners in international business. The research project followed a quantitative research methodology and used a structured questionnaire to collect data. Convenience sampling was used in the primary research because most of the people that were involved in the rebranding campaign of Airtel were employed only for the duration of the project. The target population was 90 and a total of 69 participants were involved in the primary study in Kinshasa the capital city of the DRC.