Marketing Brands in Africa - Perspectives on the Evolution of Branding in an Emerging Market (Paperback, 1st ed. 2021)

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.

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Series:	Palgrave Studies of Marketing in Emerging Economies
Release date:	September 2022
First published:	2021
Editors:	Samuelson Appau
Dimensions:	210 x 148mm (L x W)
Format:	Paperback
Pages:	272
Edition:	1st ed. 2021
ISBN-13:	978-3-03-077206-2
Categories:	Books > Business & Economics > Business & management > International business Books > Business & Economics > Business & management > Sales & marketing > Market research
LSN:	3-03-077206-3
Barcode:	9783030772062

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