COOPERATIVES URGED TO EMBRACE BRANDING AND DIGITAL MARKETING TO BOOST VISIBILITY AND COMPETITIVENESS

Cooperatives Urged to Embrace Branding and Digital Marketing to Boost Visibility and Competitiveness

Kampala, Uganda – May 8, 2025 — The Uganda Cooperative Alliance (UCA) has called on cooperatives across the country to adopt strategic branding and marketing as essential tools for business development and sustainability. This call was made during a live television talk show aired on UBC TV on Wednesday, May 7, 2025, under the theme: “Cooperative Business Development through Visibility and Strategic Marketing.”

Hosted as part of UCA’s weekly cooperative dialogue series, the talk show featured CPA Ivan Asiimwe, the General Secretary of Uganda Cooperative Alliance, and Ms. Jacqueline Zawedde, the Communications and Marketing Officer. The discussion unpacked the critical gaps in marketing and branding among Ugandan cooperatives and proposed pathways to enhance their visibility and impact in an increasingly digital and competitive marketplace.

“The Cooperative Model is not just a business model—it’s a development strategy,” emphasized Mr. Asiimwe, reiterating the transformative power of cooperatives when properly positioned and marketed. “If we can invest in visibility and build stronger identities for our cooperatives, they can serve not just Uganda, but become benchmarks across Africa and the entire planet.”

The show highlighted the branding vacuum in many cooperatives, noting that while they play vital roles in community development and economic empowerment, their public perception and visibility remain limited.

Ms. Zawedde emphasized the significance of capacity building, stating that many cooperatives lack a clear understanding of how branding, digital marketing, and consumer orientation can elevate their operations.

“There is a real need to build the marketing capacity of cooperatives,” she said. “Branding is not just about a logo—it’s about identity, trust, and value. When cooperatives understand this, they can speak confidently to their stakeholders and market their products effectively.”

She went further to explain six key marketing orientations—production, product, selling, marketing, societal, digital—and how cooperatives can realign themselves to focus on customer-driven strategies. She urged cooperatives to embrace digital transformation to reach wider audiences and remain relevant.

“We are in the digital era. Cooperatives must digitize their processes—be it through social media, e-commerce, or digital storytelling. Without this, they risk being left behind,” said Ms. Zawedde.

In an appeal to government, Mr. Asiimwe called for subsidies and policy incentives to support the digitalization of cooperative structures, particularly in rural areas where connectivity and capacity are still lagging. “The government needs to step in and support the digital evolution of cooperatives. It is a necessity for growth and competitiveness”, he said.

He further called upon cooperatives to embrace marketing especially digital marketing in order to have a competitive advantage. 

Follow the conversation on you tube on the link below: https://youtu.be/GAhBZcaa1L8?si=afR7vZsz5VZdkHQT