Branding and Positioning in Base of the Pyramid Markets in Africa

Brand management to sustain corporate reputation and customer loyalty is

essential for both multinationals and indigenous fi rms in Africa. This book

provides a practical overview of country branding and positioning activities

in 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, as

well as marketing mix strategies appropriate for much of the continent. Taking

into account the role of social networks, culture, and religion, the book explores

avenues for developing and building competitive advantage, and how African

countries can leverage country branding as part of the development process.

The book is ideal for researchers, educators and advanced students in

international marketing, management, and brand strategy who are interested in

the unique branding characteristics of the African continent.