Marketing Brands in Africa
Perspectives on the Evolution of Branding in an Emerging Market
Series: Palgrave Studies of Marketing in Emerging Economies;
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Product details:
- Edition number 1st ed. 2021
- Publisher Springer International Publishing
- Date of Publication 13 September 2022
- Number of Volumes 1 pieces, Book
- ISBN 9783030772062
- Binding Paperback
- See also 9783030772031
- No. of pages272 pages
- Size 210x148 mm
- Weight 379 g
- Language English
- Illustrations XV, 272 p. 6 illus., 5 illus. in color. Illustrations, black & white 295
Categories
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.
Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.
Table of Contents:
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.
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