Branding and Positioning in Base of Pyramid Markets in Africa

Branding and Positioning in Base of Pyramid Markets in Africa by Charles Blankson
ISBN
9781138489332
Published
Binding
Hardcover
Pages
160
Dimensions
159 x 235mm

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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Other Titles by Charles Blankson

Description
Information
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.
ISBN:
9781138489332
Publication Date:
27 / 09 / 2019
Pages:
160
Dimensions:
159 x 235mm

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