Branding and Positioning in Base of Pyramid Markets in Africa: Innovative Approaches

1st Edition

Charles Blankson, Stanley Coffie

September 27, 2019 Forthcoming
Reference - 160 Pages
ISBN 9781138489332 - CAT# K349809
Series: Routledge Focus on Business and Management


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Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous firms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad definition 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 brand 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 for developing and building competitive advantage, the book explores in detail how South Africa and Ghana leverage country branding.

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. 

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