Concurrent users
Unlimited
Authorized users
Authorized users
Document Delivery Supplied
Can lend chapters, not whole ebooks
Title
Marketing brands in Africa : perspectives on the evolution of branding in an emerging market / edited by Samuelson Appau.
ISBN
9783030772048 (electronic bk.)
3030772047 (electronic bk.)
9783030772031
3030772039
Published
Basingstoke : Palgrave Macmillan, 2021.
Language
English
Description
1 online resource (xv, 272 pages) : illustrations
Item Number
10.1007/978-3-030-77204-8 doi
Call Number
HF5415.1255
Dewey Decimal Classification
658.827096
Summary
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 worlds 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 the theory 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. Samuelson Appau is a Senior Lecturer in Marketing at RMIT University in Melbourne, Australia. His research interests include consumer culture, branding and wellbeing and have been published in leading marketing journals such as the Journal of Consumer Research, Journal of Business Research, Marketing Theory and the Journal of Marketing and Public Policy, among others. He has also co-edited a book on wellbeing and has authored many book chapters. He teaches Branding, training marketing students, and entrepreneurs to understand how to build and market strong brands.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Source of Description
Description based on print version record.
Series
Palgrave studies of marketing in emerging economies.
On the practice and theory of marketing brands in Africa
The history and evolution of branding in Africa
Part I. Practical perspectives. Branding start-ups in Africa : a conversation with Sydney Scott Sam
Sustainability marketing and African university brands : the case of the University of Ghana
Marketing oil and gas brands in Africa
Branding and marketing Nigerian churches on social media
Political party brand management in Ghana
Part II. Critical perspectives. A brand named 'Shatta' : self-branding in global enterprise culture
Using local culture in brand positioning and communication
Unbranded : the challenges of branding for Africa's informal economy
Africa is not a country : rebranding and repositioning Africa as a continent.
