Marketing Brands in Africa

Samuelson Appau is a Senior Lecturer in Marketing at RMIT University in Melbourne, Australia. His research interests include consumer culture, branding and wellbeing and have been published in leading marketing journals such as the Journal of Consumer Research, Journal of Business Research, Marketing Theory and the Journal of Marketing and Public Policy, among others. He has also co-edited a book on wellbeing and has authored many book chapters. He teaches Branding, training marketing students, and entrepreneurs to understand how to build and market strong brands.

• Chapter 1. Marketing Brands in Africa: An Introduction.- Chapter 2. Branding Start-ups in Africa.- Chapter 3. In Dangerous Waters: Building an Oil and Gas Brand in Africa.- Chapter 4. Branding and Marketing Religious Organizations in Africa.- Chapter 5. Visit Africa: Place Branding in Africa.- Chapter 6. University Brand Marketing: A Website Analysis of Leading Universities in Africa.- Chapter 7. Marketing Brands to Rural Consumers in Africa.- Chapter 8. Mapping the Positioning of Political Brands in Ghana.- Chapter 9. Before Coca Cola: The History and Evolution of Branding in Africa.- Chapter 10. Using Local Culture in Brand Positioning and Communication.- Chapter 11. Unbranded: The Challenges of Branding for Africa’s Informal Economy.- Chapter 12. Brand Africa: The Paradox of Africa’s Image in Global Marketing Discourse.- Chapter 13. Branding Betwixt and Between the Local and Global.