Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market

This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa, covering topics such as the history of branding, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies, and marketing Africa as a brand.

Format: Paperback / softback
Length: 272 pages
Publication date: 13 September 2022
Publisher: Springer Nature Switzerland AG

This comprehensive 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 worlds 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.

Introduction:
Africa is often referred to as the "last frontier of global brands," as it presents a unique and exciting opportunity for businesses and organizations to expand their presence in a rapidly growing market. However, despite its potential, there is a significant lack of research and understanding of branding and branding strategies in Africa. This contributed volume aims to address this gap by providing a comprehensive and authoritative guide to branding in Africa.

The History of Branding in Africa:
The authors of this book delve into the history of branding in Africa, tracing its evolution from colonial times to the present day. They explore the various branding approaches used by different sectors, including start-ups, religious organizations, political parties, and businesses in the informal economies of Africa. The authors also discuss the challenges and opportunities that have shaped branding in Africa, such as the rise of mobile technology, the growth of the middle class, and the increasing importance of sustainable development.

Branding Approaches Used by Start-ups:
Start-ups in Africa have adopted a variety of branding approaches to differentiate themselves from their competitors and capture the attention of their target audience. The authors of this book examine the branding strategies used by start-ups in different industries, such as technology, fashion, and agriculture. They discuss the importance of creating a unique brand identity, developing a compelling brand story, and leveraging social media and digital marketing to promote a brand.

Religious Organizations:
Religious organizations have also played a significant role in branding in Africa, as they seek to promote their values and mission to a wider audience. The authors of this book explore the branding strategies used by religious organizations in different African countries, such as Christianity, Islam, and traditional African religions. They discuss the challenges and opportunities that religious organizations face in branding, such as the need to balance tradition and modernity, and the importance of creating a brand that resonates with their target audience.

Political Parties:
Political parties in Africa have also embraced branding as a tool to promote their ideologies and candidates to voters. The authors of this book examine the branding strategies used by political parties in different African countries, such as Nigeria, Kenya, and South Africa. They discuss the challenges and opportunities that political parties face in branding, such as the need to appeal to a diverse range of voters, and the importance of creating a brand that is consistent with their political values.

Businesses in the Informal Economies:
Businesses in the informal economies of Africa have also adopted branding as a means of survival and growth. The authors of this book explore the branding strategies used by businesses in the informal economies, such as street vendors, small-scale farmers, and micro-entrepreneurs. They discuss the challenges and opportunities that businesses in the informal economies face in branding, such as the need to create a brand that is affordable and accessible, and the importance of building a strong reputation within their community.

Marketing Africa as a Brand:
Marketing Africa as a brand is a crucial aspect of promoting Africa to the world. The authors of this book discuss the practical cases of marketing Africa as a brand, using both empirical and critical approaches. They explore the challenges and opportunities that arise.

Conclusion:
In conclusion, this contributed volume serves as an authoritative
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 worlds, 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.

Weight: 379g
Dimension: 210 x 148 (mm)
ISBN-13: 9783030772062
Edition number: 1st ed. 2021