Marketing Brands in Africa by Appau, Samuelson;

Perspectives on the Evolution of Branding in an Emerging Market

Series: Palgrave Studies of Marketing in Emerging Economies;

GET 20% OFF
The discount is only available for 'Alert of Favourite Topics' newsletter recipients.

Publisher's listprice EUR 181.89
The price is estimated because at the time of ordering we do not know what conversion rates will apply to HUF / product currency when the book arrives. In case HUF is weaker, the price increases slightly, in case HUF is stronger, the price goes lower slightly.

75 438 Ft (71 846 Ft + 5% VAT)
Discount 20% (cc. 15 088 Ft off)
Discounted price 60 351 Ft (57 477 Ft + 5% VAT)

75 438 Ft

Availability

printed on demand

Product details:

Edition number 1st ed. 2021
Publisher Springer International Publishing
Date of Publication 12 September 2021
Number of Volumes 1 pieces, Book

ISBN 9783030772031
Binding Hardback
No. of pages272 pages
Size 210x148 mm
Weight 503 g
Language English
Illustrations XV, 272 p. 6 illus., 5 illus. in color. Illustrations, black & white

Long description:

This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches.

With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses thetheory and practice of branding and brands in and from Africa.

Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.

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.

Recently viewed