Marketing Brands in Africa Perspectives on the Evolution of Branding in an Emerging Market
Aus der Reihe
Palgrave Studies of Marketing in Emerging Economies
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- Hardcover ausgewählt
- Taschenbuch
- eBook
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Sprache:Englisch
Fr. 209.00
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Gebundene Ausgabe
Erscheinungsdatum
12.09.2021
Herausgeber
Samuelson AppauVerlag
SpringerSeitenzahl
272
Maße (L/B/H)
21.6/15.3/2.1 cm
Gewicht
488 g
Auflage
1st ed. 2021
Sprache
Englisch
ISBN
978-3-030-77203-1
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.
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.
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