Del 0 - Routledge Studies in Marketing

Branding and Positioning in Base of the Pyramid Markets in Africa

Innovative Approaches

Häftad, Engelska, 2021

AvCharles Blankson,Stanley Coffie

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Brand management to sustain corporate reputation and customer loyalty isessential for both multinationals and indigenous fi rms in Africa. This bookprovides a practical overview of country branding and positioning activitiesin 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, aswell as marketing mix strategies appropriate for much of the continent. Takinginto account the role of social networks, culture, and religion, the book exploresavenues for developing and building competitive advantage, and how Africancountries can leverage country branding as part of the development process.The book is ideal for researchers, educators and advanced students ininternational marketing, management, and brand strategy who are interested inthe unique branding characteristics of the African continent.

Produktinformation

Utgivningsdatum2021-04-01
Mått156 x 234 x 9 mm
Vikt300 g
FormatHäftad
SpråkEngelska
SerieRoutledge Studies in Marketing
Antal sidor152
FörlagTaylor & Francis Ltd
ISBN9780367777531

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Dr Charles Blankson (Ph.D. Kingston University, UK) is Professor of Marketingin the Department of Marketing, Logistics and Operations Management, G. BrintRyan College of Business, University of North Texas, Denton, Texas, UnitedStates. Dr. Blankson’s research interests include marketing strategy – positioningand brand management, advertising, industrial marketing, micro and smallbusiness marketing, and international/multicultural marketing. He co-editedThe Routledge Companion to Contemporary Brand Management . Dr. Blankson is avisiting professor of marketing at the University of Ghana Business School andthe Ghana Institute of Management and Public Administration (GIMPA).Dr Stanley Coffie is Senior Lecturer in Marketing at the Ghana Instituteof Management and Public Administration (GIMPA). Dr Coffi e previouslylectured at Birkbeck College, University of London where he obtained his Ph.D.His research interests include marketing strategy in emerging and developingeconomies, strategic positioning, and the relationship between positioningand branding, as well as services marketing. His recent publications include acontribution to The Routledge Companion to Contemporary Brand Management .

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.

"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