Marketing Brands In Africa

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Marketing Brands in Africa

Samuelson Appau
Marketing Brands in Africa Book PDF

Author : Samuelson Appau
Publisher : Unknown
Page : 0 pages
File Size : 53,6 Mb
Release : 2021
Category : Electronic
ISBN : 3030772055

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Marketing Brands in Africa by Samuelson Appau Pdf

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. 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. .

Marketing Brands in Africa

Samuelson Appau
Marketing Brands in Africa Book PDF

Author : Samuelson Appau
Publisher : Springer Nature
Page : 276 pages
File Size : 51,8 Mb
Release : 2021-09-11
Category : Business & Economics
ISBN : 9783030772048

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Marketing Brands in Africa by Samuelson Appau Pdf

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.

Branding and Positioning in Base of the Pyramid Markets in Africa

Charles Blankson,Stanley Coffie
Branding and Positioning in Base of the Pyramid Markets in Africa Book PDF

Author : Charles Blankson,Stanley Coffie
Publisher : Routledge
Page : 228 pages
File Size : 48,8 Mb
Release : 2019-09-10
Category : Business & Economics
ISBN : 9781351038041

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Branding and Positioning in Base of the Pyramid Markets in Africa by Charles Blankson,Stanley Coffie Pdf

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.

Strategic Marketing of Higher Education in Africa

Emmanuel Mogaji,Felix Maringe,Robert Ebo Hinson
Strategic Marketing of Higher Education in Africa Book PDF

Author : Emmanuel Mogaji,Felix Maringe,Robert Ebo Hinson
Publisher : Routledge
Page : 234 pages
File Size : 53,6 Mb
Release : 2020-01-20
Category : Business & Economics
ISBN : 9781000027884

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Strategic Marketing of Higher Education in Africa by Emmanuel Mogaji,Felix Maringe,Robert Ebo Hinson Pdf

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.

Branding & Marketing You Through Teams

Donna Rachelson
Branding Marketing You Through Teams Book PDF

Author : Donna Rachelson
Publisher : Porcupine Press Trading Under Dgr Writing & Resear
Page : 142 pages
File Size : 48,9 Mb
Release : 2013-09
Category : Business & Economics
ISBN : 0620577894

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Branding & Marketing You Through Teams by Donna Rachelson Pdf

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

Business-to-Business Marketing

Richard Afriyie Owusu,Robert Hinson,Ogechi Adeola,Nnamdi Oguji
Business to Business Marketing Book PDF

Author : Richard Afriyie Owusu,Robert Hinson,Ogechi Adeola,Nnamdi Oguji
Publisher : CRC Press
Page : 400 pages
File Size : 44,9 Mb
Release : 2021-05-17
Category : Business & Economics
ISBN : 9780429535413

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Business-to-Business Marketing by Richard Afriyie Owusu,Robert Hinson,Ogechi Adeola,Nnamdi Oguji Pdf

Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in B-to-B, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in B-to-B are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional B-to-B marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies. The Authors Collectively the four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.

The Seven Dimensions of Branding

Muyiwa Kayode
The Seven Dimensions of Branding Book PDF

Author : Muyiwa Kayode
Publisher : AuthorHouse
Page : 125 pages
File Size : 49,7 Mb
Release : 2011-08-31
Category : Business & Economics
ISBN : 9781463434274

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The Seven Dimensions of Branding by Muyiwa Kayode Pdf

Building brands in emerging markets is akin to navigating a minefield. One misstep and the entire enterprise may blow up in your face with your brand consigned to the grave yard of marketing casualties! How is branding in an emerging economy different from the same exercise in a mature economy? What are the peculiar challenges brand managers face when they find themselves in socially complex and rapidly changing emerging markets? The Seven Dimensions of Branding articulates the fundamental elements of the branding process, with specific reference to Africas largest emerging market, Nigeria. Drawing on the authors more than two decades of helping local and international brands, the book gives you an insight into the peculiar challenges of creating and building successful brands in Africa and explains why global brands are not emerging from this vibrant continent. The Seven Dimensions shows how the universal principles of branding may be successfully applied in emerging economies.

Marketing Management and Strategy

George Tesar
Marketing Management and Strategy Book PDF

Author : George Tesar
Publisher : Routledge
Page : 278 pages
File Size : 49,7 Mb
Release : 2013-02-11
Category : Business & Economics
ISBN : 9781135096199

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Marketing Management and Strategy by George Tesar Pdf

This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa. By combining theoretical insights with practical information from the cases, the reader is introduced to issues relating to marketing strategy formulation, managerial actions in designing and implementing marketing decisions, as well as the operational contexts within which these actions are taken. The book is essential reading for both undergraduate and graduate students in marketing, international strategy and international business who require an understanding of African business.

Digital Public Relations and Marketing Communication Trends in Africa

Anne W. Njathi,Brandi Watkins
Digital Public Relations and Marketing Communication Trends in Africa Book PDF

Author : Anne W. Njathi,Brandi Watkins
Publisher : Taylor & Francis
Page : 223 pages
File Size : 50,9 Mb
Release : 2024-06-07
Category : Business & Economics
ISBN : 9781040039540

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Digital Public Relations and Marketing Communication Trends in Africa by Anne W. Njathi,Brandi Watkins Pdf

The uptake of digital media platforms necessitates the need to understand how digital cultures of consumers and brands are unfolding. Despite the increase in usage and adoption of the internet in Africa, there is limited information about digital marketing trends on the continent. This book is among the first to present an edited collection of chapters on digital and influencer marketing authored by many who are either from or have close ties to Africa. This book showcases digital marketing trends in Africa that are burgeoning at the same speed as the uptake of technology in the continent. With this in mind, the contributors seek to interrogate digital marketing trends in two stages: the status of digital marketing on the African continent, including cases from Nigeria, Egypt, Uganda and Kenya, and an analysis of the rise of influencer marketing, including cases from Nigeria and Uganda. This book will explore factors driving the increase in digital media platforms in Africa as well as an analysis of the implications of the growth in digital marketing, using various theoretical and methodological underpinnings to probe trends. Digital Public Relations and Marketing Communication Trends in Africa provides significant implications for marketing scholars and researchers and will be relevant to those looking to understand the opportunities and challenges ahead.

The Villager

Feyi Olubodun
The Villager Book PDF

Author : Feyi Olubodun
Publisher : Unknown
Page : 146 pages
File Size : 55,6 Mb
Release : 2018
Category : Brand choice
ISBN : 0620762586

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The Villager by Feyi Olubodun Pdf

"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? - 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. The Villager is essential reading for brand owners wishing to conquer new markets."--Back cover.

Branding and Positioning in Base of the Pyramid Markets in Africa

Charles Blankson,Stanley Coffie
Branding and Positioning in Base of the Pyramid Markets in Africa Book PDF

Author : Charles Blankson,Stanley Coffie
Publisher : Routledge
Page : 152 pages
File Size : 53,5 Mb
Release : 2019-09-10
Category : Business & Economics
ISBN : 9781351038058

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Branding and Positioning in Base of the Pyramid Markets in Africa by Charles Blankson,Stanley Coffie Pdf

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

Prof. Ogechi Adeola
Decolonising Africa s Business Practices Pro Indigenous Marketing Pathway to a Paradigm Shift Book PDF

Author : Prof. Ogechi Adeola
Publisher : Pan-Atlantic University Press
Page : 81 pages
File Size : 47,5 Mb
Release : 2024-07-01
Category : Biography & Autobiography
ISBN : 9789785991024

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Decolonising Africa's Business Practices : Pro-Indigenous Marketing Pathway to a Paradigm Shift by Prof. Ogechi Adeola Pdf

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

Marketing for an African Powerhouse

Fatema Dewji
Marketing for an African Powerhouse Book PDF

Author : Fatema Dewji
Publisher : Createspace Independent Publishing Platform
Page : 126 pages
File Size : 52,7 Mb
Release : 2018-09-12
Category : Electronic
ISBN : 172729176X

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Marketing for an African Powerhouse by Fatema Dewji Pdf

In a business race, how does a wounded cheetah learn to stop the bleeding and outrun everyone else? How does a decades-old family business that knew nothing about Marketing learn to stay relevant today? And how does one young woman learn to initiate powerful changes within a company while discovering her life purpose? ... In MARKETING FOR AN AFRICAN POWERHOUSE: HOW TO GET YOUR BRAND AHEAD OF THE HERD, Fatema Dewji (Marketing Head of the MeTL Group and Founder of Educate, Empower & Inspire) shares intimate stories and insights of her father's, MeTL's, and her own challenging yet sweetly rewarding journeys. Including: Her father's work ethics and how he grew one truckload of produce into a modest, respectable trading house. How their lack of understanding their consumers almost crumbled the future of the company. How Fatema approached changing mindsets before changing work systems. How she discovered MeTL's big WHY as well as her own wildest dream. How she went about building campaigns for MeTL's various products. (Yes, with specific questions, angles, and executions. Just for you, Marketing nerds!) What she has learned about Teamwork, Humility, and Giving Back. And the most inspiring woman in Fatema's life who got her and her father where they are today. Told through real-life stories, with the aid of motivational speeches, interviews, and resources from big-hearted, passionate people, this is a book for every business owner (no matter the size of your company or the mileage of your business journey) who wants to know how to connect with their crowd, as well as everyone who wishes for more personal growth in business and in Life.

Public Sector Marketing Communications Volume I

Ogechi Adeola,Paul Katuse,Kojo Kakra Twum
Public Sector Marketing Communications Volume I Book PDF

Author : Ogechi Adeola,Paul Katuse,Kojo Kakra Twum
Publisher : Springer Nature
Page : 258 pages
File Size : 53,7 Mb
Release : 2022-10-03
Category : Business & Economics
ISBN : 9783031072932

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Public Sector Marketing Communications Volume I by Ogechi Adeola,Paul Katuse,Kojo Kakra Twum Pdf

African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative consequences of ineffective government communications with the public. In response, this book — the first of a two-volume edited work — focuses on marketing communication themes related to branding, public relations, trade fairs and exhibitions, and public sector communications. Public sector marketing communication plays a crucial role in bridging the gap between society and the government. Building a relationship with the public through appropriate communication tools and platforms is sacrosanct to restoring public sector image and trust. The book supports this effort by sharing conceptual and theoretical research towards the marketisation of Africa’s public sector as it strives to become an effective partner with the public it serves. Together with the second volume, which focuses on traditional and digital perspectives, this collection fills an existing information gap that is evident in Africa’s public sector.

Digital Public Relations and Marketing Communication Trends in Africa

Anne W. Njathi,Brandi Watkins
Digital Public Relations and Marketing Communication Trends in Africa Book PDF

Author : Anne W. Njathi,Brandi Watkins
Publisher : Unknown
Page : 0 pages
File Size : 48,7 Mb
Release : 2024
Category : Business & Economics
ISBN : 103268965X

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Digital Public Relations and Marketing Communication Trends in Africa by Anne W. Njathi,Brandi Watkins Pdf

"The uptake of digital media platforms necessitates the need to understand how digital cultures of consumers and brands are unfolding. Despite the increase in usage and adoption of the internet in Africa, there is limited information about digital marketing trends on the continent. This book is among the first to present an edited collection of chapters on digital and influencer marketing authored by many who are either from or have close ties to Africa. The book showcases digital marketing trends in Africa that are burgeoning at the same speed as the uptake of technology in the continent. With this in mind, the contributors seek to interrogate digital marketing trends in two stages; the status of digital marketing on the African continent, including cases from Nigeria, Egypt, Uganda and Kenya, and an analysis of the rise of influencer marketing, including cases from Namibia, Nigeria and Uganda. The book will explore factors driving the increase in digital media platforms in Africa as well as an analysis of the implications of the growth in digital marketing, using various theoretical and methodological underpinnings to probe trends. Digital Public Relations and Marketing Communication Trends in Africa provides significant implications for marketing scholars and researchers and will be relevant to those looking to understand the opportunities and challenges ahead"--