Branding and positioning in base of the pyramid markets in Africa innovative approaches / Charles Blankson, Stanley Coffie.
| Author/creator | Blankson, Charles |
| Other author | Coffie, Stanley. |
| Format | Electronic |
| Publication Info | New York : Routledge, 2019. |
| Description | 1 online resource |
| Supplemental Content | Full text available from Taylor & Francis eBooks |
| Subjects |
| Contents | Introduction -- Positioning strategies for branding services in BoPM -- Marketing mix strategies for service brands in BoPM in Africa -- Positioning strategies and positioning activities of upscale retailers in BoPM in Africa -- Social networks and relationships for positioning micro and small businesses in Africa -- Branding nation states - South Africa and Ghana -- Corporate reputation, brand crisis, and customer loyalty in BoPM and developed economies -- Conclusion. |
| Abstract | "Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous firms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad definition 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 brand 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 for developing and building competitive advantage, the book explores in detail how South Africa and Ghana leverage country branding. 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"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Source of description | Description based on print version record and CIP data provided by publisher. |
| Issued in other form | Print version: Blankson, Charles. Branding and positioning in base of pyramid markets in Africa New York : Routledge, 2019. 9781138489332 |
| Genre/form | Electronic books. |
| LCCN | 2019024554 |
| ISBN | 9781351038041 (epub) |
| ISBN | 9781351038065 (ebook) |
| ISBN | (hardback) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |