Branding and Positioning in Base of the Pyramid Markets in Africa - Innovative Approaches (Paperback)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Studies in Marketing
Release date:	April 2021
First published:	2020
Authors:	Charles Blankson • Stanley Coffie
Dimensions:	234 x 156mm (L x W)
Format:	Paperback
Pages:	152
ISBN-13:	978-0-367-77753-1
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > International business Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-367-77753-3
Barcode:	9780367777531

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