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