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

Branding and Positioning in Base of the Pyramid Markets in Africa

Innovative Approaches, 1st Edition

By Charles Blankson, Stanley Coffie


152 pages

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pub: 2019-09-12
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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.


"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

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 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 .

About the Series

Routledge Studies in Marketing

This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice. 

It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.

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