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Branding and Positioning in Base of the Pyramid Markets in Africa - Innovative Approaches (Paperback)
Loot Price: R1,334
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Branding and Positioning in Base of the Pyramid Markets in Africa - Innovative Approaches (Paperback)
Series: Routledge Studies in Marketing
Expected to ship within 12 - 17 working days
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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.
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