Marketing Brands in Africa

Marketing Brands in Africa
Author: Samuelson Appau
Publisher: Springer Nature
Total Pages: 276
Release: 2021-09-11
Genre: Business & Economics
ISBN: 3030772047
GET BOOK

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 world’s 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.

Marketing Brands in Africa

Marketing Brands in Africa
Author: Samuelson Appau
Publisher: Palgrave Macmillan
Total Pages: 0
Release: 2022-09-26
Genre: Business & Economics
ISBN: 9783030772062
GET BOOK

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 world’s 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.

Africa's Business Revolution

Africa's Business Revolution
Author: Acha Leke
Publisher: Harvard Business Press
Total Pages: 270
Release: 2018-10-30
Genre: Business & Economics
ISBN: 1633694410
GET BOOK

The Definitive Guide to Doing Business in Africa For global and Africa-based companies looking to access new growth markets, Africa offers exciting opportunities to build large, profitable businesses. Its population is young, fast-growing, and increasingly urbanized--while rapid technology adoption makes the continent a fertile arena for innovation. But Africa's business environment remains poorly understood; it's known to many executives in the West only by its reputation for complexity, conflict, and corruption. Africa's Business Revolution provides the inside story on business in Africa and its future growth prospects and helps executives understand and seize the opportunities for building profitable, sustainable enterprises. From senior leaders in McKinsey's African offices and a leading executive on the continent, this book draws on in-depth proprietary research by the McKinsey Global Institute as well as McKinsey's extensive experience advising corporate and government leaders across Africa. Brimming with company case studies and exclusive interviews with some of Africa's most prominent executives, this book comes to life with the vibrant stories of those who have navigated the many twists and turns on the road to building successful businesses on the continent. Combining an unrivalled fact base with expert advice on shaping and executing an Africa growth strategy, this book is required reading for global business executives looking to expand their existing operations in Africa--and for those seeking a road map to access this vast, untapped market for the first time.

Branding & Marketing You Through Teams

Branding & Marketing You Through Teams
Author: Donna Rachelson
Publisher: Porcupine Press Trading Under Dgr Writing & Resear
Total Pages: 142
Release: 2013-09
Genre: Business & Economics
ISBN: 9780620577892
GET BOOK

Description of Book: Branding & Marketing YOU through Teams is the 2013 successor to author Donna Rachelson's best-selling Branding & Marketing YOU - first published in 2011 - which focused on personal brand development. This book, which has already garnered critical acclaim is based on interviews conducted with teams at Microsoft, Sanlam, the MTN-Qhubeka cycling team, Gift of the Givers, Demographica and the Protea Hotels Group. The fascinating 'conversations' that result, provide fresh and valuable insights into what makes teams effective and how they contribute to brand development. The book is written in a very conversational, accessible style and will be of interest to anyone in business or private life with an interest in marketing, communications, branding or reputation management. About the Author: Donna Rachelson, MBA, branding and marketing specialist, is the author of the best-selling Branding & Marketing YOU. In response to demand for how brands and teams can thrive together, she's now crafted Branding & Marketing YOU through TEAMS, to reveal the secrets of harnessing their combined power. She's held marketing director positions in blue chip organisations including Nando's, the South African Institute of Chartered Accountants (SAICA), marketing positions at Standard Bank and AECI, and is currently a guest lecturer at GIBS (Gordon Institute of Business Science). Donna is CEO of the company, Branding & Marketing YOU, which helps individuals, teams or businesses 1) develop branding and marketing strategies 2) execute those strategies, and 3) market themselves in an innovative and impactful manner. She's coached people across more than twenty blue chip clients, including Microsoft, Discovery, Deloitte, Standard Bank, Nedbank, Basil Read, Anglo American, McKinsey and SABMiller. In her spare time, Donna enjoys assisting NGOs to market themselves. She loves spending time with her family on adventures, running, skiing and chocolate. Strictly in that order. Her motto, which drives her commitment, is 'Making a marketing difference every day'. Endorsements: ..". should be read, not only by marketers, but by everyone who is in business and wants to know how to make teamwork work." Chris Moerdyk - Marketing Analyst "I recommend this book to my team and other teams. It not only contains amazing stories of great teams in South Africa that we can all learn from, but it inspired me to carry on raising the bar." Monica Singer - CEO, Strate ..". explores the concept of leading teams, exposes some of the local talent we should celebrate, and offers telling insights." Jeremy Sampson - Visiting Professor, University of Cape Town Graduate School of Business and Group Executive Chairman, InterbrandSampsonDevilliers ..". a timely and insightful experience-based book..." Thebe Ikalafeng - global African advisor, author on branding and reputation leadership and founder of Brand Africa. "This is a must-read for all leaders!" Allen Swiegers - Chief Operating Officer, Deloitte Southern and East Africa "Donna Rachelson has achieved that rare thing - a business book that is useful, interesting and accessible to anyone who wants to learn more about marketing..." Mandy Collins - business writing course co-ordinator, Allaboutwriting

Branding and Positioning in Base of the Pyramid Markets in Africa

Branding and Positioning in Base of the Pyramid Markets in Africa
Author: Charles Blankson
Publisher: Routledge
Total Pages: 161
Release: 2019-09-10
Genre: Business & Economics
ISBN: 1351038052
GET BOOK

Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition 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. The text highlights branding strategies that can be adopted in BoP markets, as well as marketing mix strategies appropriate for much of the continent. Taking into account the role of social networks, culture, and religion, the book explores avenues for developing and building competitive advantage, and how African countries can leverage country branding as part of the development process. The book is ideal for researchers, educators and advanced students in international marketing, management, and brand strategy who are interested in the unique branding characteristics of the African continent.

Decolonising Africa's Business Practices : Pro-Indigenous Marketing Pathway to a Paradigm Shift

Decolonising Africa's Business Practices : Pro-Indigenous Marketing Pathway to a Paradigm Shift
Author: Prof. Ogechi Adeola
Publisher: Pan-Atlantic University Press
Total Pages: 81
Release:
Genre: Biography & Autobiography
ISBN: 9785991024
GET BOOK

15th Inaugural Lecture of the Pan-Atlantic University delivered on Sept 1, 2023, by Professor Ogechi Adeola LL.B (Nigeria), B.L. (Nigeria), MBA (Manchester), DBA (Manchester), Professor of Marketing. Lagos Business School, Pan-Atlantic University, Lagos, Nigeria

Handbook of Research in International Marketing

Handbook of Research in International Marketing
Author: Subhash C. Jain
Publisher: Edward Elgar Publishing
Total Pages: 433
Release: 2011
Genre: Business & Economics
ISBN: 1849806128
GET BOOK

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.

Strategic Marketing of Higher Education in Africa

Strategic Marketing of Higher Education in Africa
Author: Emmanuel Mogaji
Publisher: Routledge
Total Pages: 243
Release: 2020-01-20
Genre: Business & Economics
ISBN: 1000027880
GET BOOK

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

The Villager

The Villager
Author: Feyi Olubodun
Publisher: Jonathan Ball Publishers
Total Pages: 165
Release: 2018-02-05
Genre: Business & Economics
ISBN: 0620762594
GET BOOK

The Villager is essential reading for brand owners wishing to conquer new markets. When Feyi Olubodun, CEO of one of West Africa's leading creative agencies, witnessed one too many cases of brands failing in the African marketplace he began to ask himself questions: Why did brands, both global and local, so often fail to connect with the African consumer? And, what was it about the African market that brand owners were not seeing? He began to reflect on his own marketing experiences and out of this emerged the framework for The Villager. In Feyi's view, the African consumer begins his life's journey by moving from the village, his rural dwelling, to the city, carrying with him not only his own dreams but also the dreams of his community. He is a highly aspirational consumer, motivated to succeed, and he becomes the economic portal for the rest of his community back home. But although he may be exposed to global influences and technology, his essential identity remains largely intact. This is why Feyi calls the African consumer a Villager. The Village is no longer a physical space; it is a psychological construct that defines him and the filter through which he engages with and consumes brands. In developing his construct, Feyi posits that if you wish to engage successfully in a market you may not understand, you must have the right lenses to view a people. He believes the secret lies in applying these lenses at the confluence of commerce, culture and consumer. Data is not enough to understand the vagaries of a particular market. Drawing on his wide experience and wealth of astute observations, he provides a highly readable and indispensable guide to the mindset of the African consumer today, yet it is true to say that his insights apply, albeit in a more nuanced way, to consumer behaviour across the globe.

Marketing Countries, Places, and Place-associated Brands

Marketing Countries, Places, and Place-associated Brands
Author: Papadopoulos, Nicolas
Publisher: Edward Elgar Publishing
Total Pages: 392
Release: 2021-09-14
Genre: Business & Economics
ISBN: 1839107375
GET BOOK

This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.