Book

Branding and positioning in base of the pyramid markets in Africa : innovative approaches

Blankson, Charles, author, Coffie, Stanley, author

Overview

\"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\"-- Provided by publisher.

• Publisher: Routledge
• Subject: Marketing Africa Management. / Low-income consumers Africa. / Low-income consumers. / Marketing Management. / Africa.
• ISBN: 9781138489332, 1138489336

Item info:

1 item available

1 item total in all locations

Holdings :

Call Number	Copies	Material	Location
HF5415.12.A35 B53 2020	1	BOOK	BUSINESS