Branding and Positioning in Base of Pyramid Markets in Africa: Innovative Approaches, 1st Edition (Hardback) book cover

Branding and Positioning in Base of Pyramid Markets in Africa

Innovative Approaches, 1st Edition

By Charles Blankson, Stanley Coffie


160 pages

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Hardback: 9781138489332
pub: 2019-10-01
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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. 

Table of Contents

1. Introduction 2. Positioning strategies for branding services in BoPM. 3: Marketing mix strategies for service brands in BoPM in Africa. 4. Positioning strategies and positioning activities of upscale retailers in BoPM in Africa. 5. Social networks and relationships for positioning micro and small businesses in Africa. 6. Branding nation states – South Africa and Ghana 7. Corporate reputation, brand crisis, and customer loyalty in BoPM and developed economies. 8: Conclusion.

About the Authors

Dr Charles Blankson (Ph.D. Kingston University, UK) is an Associate Professor of Marketing and the Ph.D. Program coordinator in the Department of Marketing, College of Business, University of North Texas, Denton, Texas, United States. Dr. Blankson’s research interests include marketing strategy – positioning and brand management, advertising, industrial marketing, services marketing, small business marketing, and international/multicultural marketing. He co-edited The Routledge Companion to Contemporary Brand Management.

Dr Stanley Coffie is a Senior Lecturer in Marketing at the Ghana Institute of Management and Public Administration (GIMPA). Dr Coffie previously lectured at Birkbeck College, University of London where he obtained his PhD. His research interests include marketing strategy in emerging and developing economies, strategic positioning, and the relationship between positioning and branding, as well as services marketing.

About the Series

Routledge Focus on Business and Management

The fields of business and management have grown exponentially as areas of research and education. This growth presents challenges for readers trying to keep up with the latest important insights. Routledge Focus on Business and Management presents small books on big topics and how they intersect with the world of business research.

Individually, each title in the series provides coverage of a key academic topic, whilst collectively, the series forms a comprehensive collection across the business disciplines.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Consumer Behavior
BUSINESS & ECONOMICS / Development / Business Development
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / International / Marketing