Marketing Brands in Africa
Perspectives on the Evolution of Branding in an Emerging Market
Format:Hardback
Publisher:Springer Nature Switzerland AG
Published:12th Sep '21
Currently unavailable, and unfortunately no date known when it will be back
This hardback is available in another edition too:
- Paperback£149.99(9783030772062)
This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches.
With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa.
Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.
ISBN: 9783030772031
Dimensions: unknown
Weight: 503g
272 pages
1st ed. 2021