{"product_id":"branding-and-positioning-in-base-of-the-pyramid-markets-in-africa-1","title":"Branding and Positioning in Base of the Pyramid Markets in Africa","description":"\u003cp\u003eBrand management to sustain corporate reputation and customer loyalty is\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eessential for both multinationals and indigenous fi rms in Africa. This book\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eprovides a practical overview of country branding and positioning activities\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003ein Africa, based on a broad defi nition of base of the pyramid (BoP) marketing,\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003ewhich includes both goods and services, as well as business-to-business marketing,\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003ecorporate branding, and country branding.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe text highlights branding strategies that can be adopted in BoP markets, as\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003ewell as marketing mix strategies appropriate for much of the continent. Taking\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003einto account the role of social networks, culture, and religion, the book explores\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eavenues for developing and building competitive advantage, and how African\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003ecountries can leverage country branding as part of the development process.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe book is ideal for researchers, educators and advanced students in\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003einternational marketing, management, and brand strategy who are interested in\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003ethe unique branding characteristics of the African continent.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":54258320703832,"sku":"9780367777531","price":58.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780367777531_d91db159-bd1b-4b24-ab8d-b475f93d6d37.jpg?v=1769730327","url":"https:\/\/agendabookshop.com\/products\/branding-and-positioning-in-base-of-the-pyramid-markets-in-africa-1","provider":"Agenda Bookshop","version":"1.0","type":"link"}