Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches (Routledge Studies in Marketing)

Synopsis

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.

Copyright:

2019

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9781351038041

Related ISBNs:

9781351038065, 9781138489332, 9781138489332

Publisher:

Taylor and Francis

Date of Addition:

02/09/20

Copyrighted By:

Charles Blankson and Stanley Coffie. The right of Charles Blankson and Stanley Coffie to be identified as authors of this work have been asserted by them in accordance with sections

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Business and Finance, Politics and Government, Sociology

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.