1st Edition

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





  • Available for pre-order. Item will ship after April 1, 2021
ISBN 9780367777531
April 1, 2021 Forthcoming by Routledge
160 Pages

USD $48.95

Prices & shipping based on shipping country


Preview

Book Description

Brand management to sustain corporate reputation and customer loyalty is



essential for both multinationals and indigenous fi rms in Africa. This book



provides a practical overview of country branding and positioning activities



in Africa, based on a broad defi nition 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 branding 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, the book explores



avenues for developing and building competitive advantage, and how African



countries can leverage country branding as part of the development process.



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.

...
View More

Author(s)

Biography



Dr Charles Blankson (Ph.D. Kingston University, UK) is Professor of Marketing



in the Department of Marketing, Logistics and Operations Management, G. Brint



Ryan 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, micro and small



business marketing, and international/multicultural marketing. He co-edited



The Routledge Companion to Contemporary Brand Management . Dr. Blankson is a



visiting professor of marketing at the University of Ghana Business School and



the Ghana Institute of Management and Public Administration (GIMPA).



Dr Stanley Coffie is Senior Lecturer in Marketing at the Ghana Institute



of Management and Public Administration (GIMPA). Dr Coffi e previously



lectured at Birkbeck College, University of London where he obtained his Ph.D.



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. His recent publications include a



contribution to The Routledge Companion to Contemporary Brand Management .