Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches

Brand management is essential for corporate reputation and customer loyalty in Africa, and this book provides a practical overview of country branding and positioning activities. It highlights branding strategies for BoP markets and marketing mix strategies for the continent, and explores avenues for developing competitive advantage.

Format: Paperback / softback
Length: 152 pages
Publication date: 01 April 2021
Publisher: Taylor & Francis Ltd

Brand management is crucial for sustaining corporate reputation and customer loyalty in Africa, whether for multinational corporations or indigenous firms. This comprehensive book offers a practical guide to country branding and positioning activities across the continent, encompassing 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 effective branding strategies that can be tailored to BoP markets, as well as marketing mix approaches suitable for much of Africa. By considering the role of social networks, culture, and religion, the book explores avenues for developing and building competitive advantage in African countries, leveraging country branding as a key component of their development processes. This book is a valuable resource for researchers, educators, and advanced students in international marketing, management, and brand strategy who are interested in exploring the unique branding characteristics of the African continent.

Weight: 295g
Dimension: 234 x 156 (mm)
ISBN-13: 9780367777531