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.
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 .
"This is an important book. Why? It focuses on Africa, the "last frontier" in business, with insights for all BoPMs as well; it covers a lot of territory on brand positioning strategy, in contexts from retailing and social networks to corporate reputation and nation branding; and it is written by two eminent scholars who know both Africa and positioning better than most. Therefore it is a must-read for anyone interested in its theme." — Nicolas Papadopoulos, Chancellor's Professor of Marketing and International Business, Sprott School of Business, Carleton University, Ottawa, Canada
"A long overdue book, containing many rich insights of the peculiarities of branding and positioning in African markets. The scope of the content, from micro and small businesses to nation brands, from services brands to corporate brands, makes this book an invaluable resource for both brand managers and scholars." — Francesca Dall’Olmo Riley, Professor of Brand Management at Kingston Business School, UK