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Branding and Positioning in Base of the Pyramid Markets in Africa

Innovative Approaches

Charles Blankson author Stanley Coffie author

Format:Hardback

Publisher:Taylor & Francis Ltd

Published:12th Sep '19

Currently unavailable, and unfortunately no date known when it will be back

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Branding and Positioning in Base of the Pyramid Markets in Africa cover

Brand management to sustain corporate reputation and customer loyalty is

essential for both multinationals and indigenous fi rms in Africa. This book

provides a practical overview of country branding and positioning activities

in Africa, based on a broad defi nition of base of the pyramid (BoP) marketing,

which includes both goods and services, as well as business-to-business marketing,

corporate branding, and country branding.

The text highlights branding strategies that can be adopted in BoP markets, as

well as marketing mix strategies appropriate for much of the continent. Taking

into account the role of social networks, culture, and religion, the book explores

avenues for developing and building competitive advantage, and how African

countries can leverage country branding as part of the development process.

The book is ideal for researchers, educators and advanced students in

international marketing, management, and brand strategy who are interested in

the unique branding characteristics of the African continent.

"This is an important book. Why? It focuses on Africa, the "last frontier" in business, with insights for all BoPMs as well; it covers a lot of territory on brand positioning strategy, in contexts from retailing and social networks to corporate reputation and nation branding; and it is written by two eminent scholars who know both Africa and positioning better than most. Therefore it is a must-read for anyone interested in its theme." — Nicolas Papadopoulos, Chancellor's Professor of Marketing and International Business, Sprott School of Business, Carleton University, Ottawa, Canada

"A long overdue book, containing many rich insights of the peculiarities of branding and positioning in African markets. The scope of the content, from micro and small businesses to nation brands, from services brands to corporate brands, makes this book an invaluable resource for both brand managers and scholars." — Francesca Dall’Olmo Riley, Professor of Brand Management at Kingston Business School, UK

ISBN: 9781138489332

Dimensions: unknown

Weight: 376g

152 pages