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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 thetheory 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.

Availability

Inventory Code	Barcode	Call Number	Location	Status
2108000395	EB0005144	658.8 Mar	Central Library (OPAC)	Available

Detail Information

Series Title: Palgrave Studies of Marketing in Emerging Economies
Call Number: 658.8 Mar
Publisher: Palgrave Macmillan Cham : Palgrave Macmillan Cham., 2021
Collation: xv, 272p.:ill
Language: English
ISBN/ISSN: 978-3-030-77204-8
Classification: 658.8
Content Type: Ebook
Media Type: -
Carrier Type: online resource
Edition: 1
Subject(s): Marketing
Specific Detail Info: -
Statement of Responsibility: BRF

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Marketing Brands in Africa

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