Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market 1st Edition

Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market 1st Edition – Ebook Instant Download/Delivery ISBN(s): 9783030772031,3030772039,9783030772048, 3030772047

Product details:

• ISBN-10: 3030772047
• ISBN-13: 9783030772048
• Author: Samuelson Appau

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.

Table contents:

1. On the Practice and Theory of Marketing Brands in Africa
2. The History and Evolution of Branding in Africa
Part I. Practical Perspectives
3. Branding Start-Ups in Africa: A Conversation with Sydney Scott Sam
4. Sustainability Marketing and African University Brands: The Case of the University of Ghana
5. Marketing Oil and Gas Brands in Africa
6. Branding and Marketing Nigerian Churches on Social Media
7. Political Party Brand Management in Ghana
Part II. Critical Perspectives
8. A Brand Named ‘Shatta’: Self-Branding in Global Enterprise Culture
9. Using Local Culture in Brand Positioning and Communication
10. Unbranded: The Challenges of Branding for Africa’s Informal Economy
11. Africa Is Not a Country: Rebranding and Repositioning Africa as a Continent

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