Branding and positioning in base of the pyramid markets in Africa : innovative approaches

Brand management to sustain corporate reputation and customer loyalty isessential for both multinationals and indigenous fi rms in Africa.

This bookprovides a practical overview of country branding and positioning activitiesin Africa, based on a broad defi nition of base of the pyramid (BoP) marketing,which includes both goods and services, as well as business-to-business marketing,corporate branding, and country branding. The text highlights branding strategies that can be adopted in BoP markets, aswell as marketing mix strategies appropriate for much of the continent.

Takinginto account the role of social networks, culture, and religion, the book exploresavenues for developing and building competitive advantage, and how Africancountries can leverage country branding as part of the development process. The book is ideal for researchers, educators and advanced students ininternational marketing, management, and brand strategy who are interested inthe unique branding characteristics of the African continent.