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> <p>1. Introduction 2. Positioning strategies for branding services in BoPM. 3: Marketing mix strategies for service brands in BoPM in Africa. 4. Positioning strategies and positioning activities of upscale retailers in BoPM in Africa. 5. Social networks and relationships for positioning micro and small businesses in Africa. 6. Branding nation states – South Africa and Ghana 7. Corporate reputation, brand crisis, and customer loyalty in BoPM and developed economies. 8: Conclusion.</p>