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

ISBN-13: 9781138489332 / Angielski / Twarda / 2019 / 152 str.

Charles Blankson; Stanley Coffie; Joseph Darmoe

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.