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List of contents
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.
About the author
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 .
Summary
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.
Additional text
"This is an important book. Why? It focuses on Africa, the "last frontier" in business, with insights for all BoPMs as well; it covers a lot of territory on brand positioning strategy, in contexts from retailing and social networks to corporate reputation and nation branding; and it is written by two eminent scholars who know both Africa and positioning better than most. Therefore it is a must-read for anyone interested in its theme." — Nicolas Papadopoulos, Chancellor's Professor of Marketing and International Business, Sprott School of Business, Carleton University, Ottawa, Canada
"A long overdue book, containing many rich insights of the peculiarities of branding and positioning in African markets. The scope of the content, from micro and small businesses to nation brands, from services brands to corporate brands, makes this book an invaluable resource for both brand managers and scholars." — Francesca Dall’Olmo Riley, Professor of Brand Management at Kingston Business School, UK
