Assessing brand Ghallywood: A study of the elements that constitute and characterize the Ghanaian film industry

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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.
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2013
Ghana, film industry, brands, assets, image, marketing