Palgrave Studies of Marketing in Emerging Economies

Marketing Brands in Africa

Perspectives on the Evolution of Branding in an Emerging Market

Editors: Appau, Samuelson (Ed.)

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  • Offers insights on specific industries including the oil and gas industry, tourism, and higher education
  • Examines the historical evolution of branding as a business practice in Africa
  • Discusses how global/local/glocal conditions affect the practice of brands in Africa
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eBook $129.00
price for USA in USD
  • ISBN 978-3-030-77204-8
  • Digitally watermarked, DRM-free
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  • Immediate eBook download after purchase
Hardcover $169.99
price for USA in USD
  • ISBN 978-3-030-77203-1
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  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
About this 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. 

 

About the authors

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.


Table of contents (11 chapters)

Table of contents (11 chapters)

Buy this book

eBook $129.00
price for USA in USD
  • ISBN 978-3-030-77204-8
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $169.99
price for USA in USD
  • ISBN 978-3-030-77203-1
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
Marketing Brands in Africa
Book Subtitle
Perspectives on the Evolution of Branding in an Emerging Market
Editors
  • Samuelson Appau
Series Title
Palgrave Studies of Marketing in Emerging Economies
Copyright
2021
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-77204-8
DOI
10.1007/978-3-030-77204-8
Hardcover ISBN
978-3-030-77203-1
Series ISSN
2730-5554
Edition Number
1
Number of Pages
XV, 272
Number of Illustrations
1 b/w illustrations, 5 illustrations in colour
Topics