Marketing Brands in Africa

1. Front Matter

   Pages i-xv

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2. On the Practice and Theory of Marketing Brands in Africa

   • Samuelson Appau

   Pages 1-11

3. The History and Evolution of Branding in Africa

   • Slađana Starčević

   Pages 13-36

4. Practical Perspectives

   1. Front Matter

      Pages 37-37

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   2. Branding Start-Ups in Africa: A Conversation with Sydney Scott Sam

      • Sydney Scott Sam, Samuelson Appau

      Pages 39-51

   3. Sustainability Marketing and African University Brands: The Case of the University of Ghana

      • Ebenezer Asare Effah, Robert E. Hinson

      Pages 53-81

   4. Marketing Oil and Gas Brands in Africa

      • Riverson Oppong

      Pages 83-97

   5. Branding and Marketing Nigerian Churches on Social Media

      • Oluwadamilola Blessing Ayeni

      Pages 99-119

   6. Political Party Brand Management in Ghana

      • Kobby Mensah

      Pages 121-146

5. Critical Perspectives

   1. Front Matter

      Pages 147-147

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   2. A Brand Named ‘Shatta’: Self-Branding in Global Enterprise Culture

      • Samuel K. Bonsu

      Pages 149-169

   3. Using Local Culture in Brand Positioning and Communication

      • Marian Makkar

      Pages 171-201

   4. Unbranded: The Challenges of Branding for Africa’s Informal Economy

      • Tendai Chikweche

      Pages 203-236

   5. Africa Is Not a Country: Rebranding and Repositioning Africa as a Continent

      • Emmanuel Mogaji

      Pages 237-259

6. Back Matter

   Pages 261-272

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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. 

 

• Brand Management
• Marketing Strategy
• African Brands
• Consumer
• International Business

• RMIT University, Melbourne, Australia

  Samuelson Appau

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.

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