Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market (Palgrave Studies of Marketing in Emerging Economies)

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. Contents Notes on Contributors List of Figures List of Tables 1 On the Practice and Theory of Marketing Brands in Africa Why Brands and Branding in Africa? Summary of Chapters in This Book Conclusion References 2 The History and Evolution of Branding in Africa Introduction Prehistoric Period—The First Instances of Branding on the African Continent Ancient Times—Introduction to Branding Middle Ages—A New Chapter on Branding with Hidden Pages Colonial Africa and the New Rules of Branding The Challenges of Branding in African Countries Today Conclusion References Part I Practical Perspectives 3 Branding Start-Ups in Africa: A Conversation with Sydney Scott Sam Reference 4 Sustainability Marketing and African University Brands: The Case of the University of Ghana Background and Study Objectives Literature Review Sustainability Marketing (SM) Overview Benefits and Challenges of SM Application in the University Context Stakeholder Theory Methodology Presentation and Discussion of Findings University of Ghana’s Structures of Operation that Enable Its SM Implementation Advantages Associated with SM Application at UG Challenges that Confront University of Ghana in the Implementation of Its SM Operations Discussion and Conclusion Study Implications and Limitations References 5 Marketing Oil and Gas Brands in Africa The Oil and Gas Industry in Africa The Concept of Branding in the Oil and Gas (Energy) Sector Branding Strategies Used in the African Oil and Gas Industry Brand Social Responsibility Customer-Brand Relationship Brand Identity Building Conclusion References 6 Branding and Marketing Nigerian Churches on Social Media Religion and Religious Organisations Why Market or Brand Religion? How Do Churches Promote Their Brands? Contemporary Approaches—Social Media Social Media and Religion Nigeria as a Religious Country Social Media and Churches in Nigeria Method Social Media Channels Used for Church Brand Engagement in Nigeria YouTube Mobile Apps WhatsApp Instagram Twitter Facebook COVID-19 and Church Attendance Conclusion References 7 Political Party Brand Management in Ghana Introduction Approaches to Political Party Marketing The Two Dominant Architecture Forms in Branding. Managing the Political Party Brand The Use of Party Tradition and Democratic Credentials The Use of Party Leadership and Historic Ties Conclusion References Part II Critical Perspectives 8 A Brand Named ‘Shatta’: Self-Branding in Global Enterprise Culture Introduction The Spectacle of Self-Branding in Enterprise Culture The Branded Self Methodology Findings From Charles to Shatta Spectacularizing Shatta Courting Controversy Managing Impressions Discussion/Conclusion References 9 Using Local Culture in Brand Positioning and Communication Introduction What Is (Local) Culture? Cultural Branding Four Cultural Directions for Branding in Egypt Embrace a Local Brand Identity Tell a Compelling Story Integrate Symbolic (Identity) Markers Mobilising Key Local Institutional Players Does Local Cultural Branding Always Work? Branding with Cultural Intention and Activism Conclusions References 10 Unbranded: The Challenges of Branding for Africa’s Informal Economy Introduction The Informal Economy in Africa Characterising the Informal Economy in Africa Key Actors/Stakeholders in the Informal Economy The Contextual Challenges of the Informal Economy Firms’ Interaction with the Informal Economy-Branding Perspectives A Roadmap for Innovative Brand Strategies/Building in the Informal Economy Trends That Are Shifting the Paradigm Towards Branding in the Informal Economy The Enablers Towards a Framework for Brand-Building in the Informal Economy Consumers and Branding Branding Purchase Influence Infrastructure Informal Enterprises Role of Government Bibliography 11 Africa Is Not a Country: Rebranding and Repositioning Africa as a Continent Introduction Africa as a Continent Africa as a Brand Stakeholders in Shaping the African Brand Government Media Technology Prospects of a Reputable African Brand Conclusion References Index "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 worlds 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."-- Back cover.