Marketing Brands in Africa

Perspectives on the Evolution of Branding in an Emerging Market
1. Auflage 2021
ISBN: 978-3-030-77206-2
Verlag: Springer International Publishing

Buch, Englisch, 272 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 376 g

Reihe: Palgrave Studies of Marketing in Emerging Economies

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. 

 

Zielgruppe

Research

Autoren/Hrsg.

Appau, Samuelson

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Wirtschaftliche Globalisierung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

Samuelson Appau is a Senior Lecturer in Marketing at RMIT University in Melbourne, Australia. His research interests include consumer culture, branding and wellbeing and have been published in leading marketing journals such as the Journal of Consumer Research, Journal of Business Research, Marketing Theory and the Journal of Marketing and Public Policy, among others. He has also co-edited a book on wellbeing and has authored many book chapters. He teaches Branding, training marketing students, and entrepreneurs to understand how to build and market strong brands.