Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches

ISBN-13: 9780367777531 / Angielski / Miękka / 2021 / 152 str.

Charles Blankson; Stanley Coffie

Opis

 This book provides a practical overview of country branding and positioning activities in Africa, based on a broad definition 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.

Spis treści

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.

O autorze

Dr Charles Blankson (Ph.D. Kingston University, UK) is Professor of Marketing

in the Department of Marketing, Logistics and Operations Management, G. Brint

Ryan College of Business, University of North Texas, Denton, Texas, United

States. Dr. Blankson’s research interests include marketing strategy – positioning

and brand management, advertising, industrial marketing, micro and small

business marketing, and international/multicultural marketing. He co-edited

The Routledge Companion to Contemporary Brand Management . Dr. Blankson is a

visiting professor of marketing at the University of Ghana Business School and

the Ghana Institute of Management and Public Administration (GIMPA).

Dr Stanley Coffie is Senior Lecturer in Marketing at the Ghana Institute

of Management and Public Administration (GIMPA). Dr Coffi e previously

lectured at Birkbeck College, University of London where he obtained his Ph.D.

His research interests include marketing strategy in emerging and developing

economies, strategic positioning, and the relationship between positioning

and branding, as well as services marketing. His recent publications include a

contribution to The Routledge Companion to Contemporary Brand Management .