Branding and Positioning in Base of the Pyramid Markets in Africa

<p>Brand management to sustain corporate reputation and customer loyalty is</p><p></p><p>essential for both multinationals and indigenous fi rms in Africa. This book</p><p></p><p>provides a practical overview of country branding and positioning activities</p><p></p><p>in Africa based on a broad defi nition of base of the pyramid (BoP) marketing</p><p></p><p>which includes both goods and services as well as business-to-business marketing</p><p></p><p>corporate branding and country branding.</p><p></p><p>The text highlights branding strategies that can be adopted in BoP markets as</p><p></p><p>well as marketing mix strategies appropriate for much of the continent. Taking</p><p></p><p>into account the role of social networks culture and religion the book explores</p><p></p><p>avenues for developing and building competitive advantage and how African</p><p></p><p>countries can leverage country branding as part of the development process.</p><p></p><p>The book is ideal for researchers educators and advanced students in</p><p></p><p>international marketing management and brand strategy who are interested in</p><p></p><p>the unique branding characteristics of the African continent.</p>