Assessing brand Ghallywood: A study of the elements that constitute and characterize the Ghanaian film industry
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2013-4
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Abstract
This paper explores the history, current state, and possible future of the Ghanaian
film industry, by assessing its strengths, weaknesses and opportunities. By treating
the Ghanaian film industry like a brand, this paper researched and discussed brand
assets that could be leveraged to make the industry more marketable to an
international audience.
Findings showed that the industry's biggest assets lie in the nation's unique
traditions, human capital, and cultural values. This paper recommends that
filmmakers adopt new business models, work with government to create a foundation
that provides filmmakers with capital, and finally, lobby for the passing of the film bill
that has remained with parliament for nearly a decade now.
Description
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2013
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Keywords
Ghana, film industry, brands, assets, image, marketing