Marketing Brands in Africa

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 discussesthe 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.

Auteur

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.

Contenu

Chapter 1: Marketing Brands in Africa: An Introduction

This chapter will provide an introduction and overview of the remaining chapters in the book and how they weave together to tell a coherent story about the topic.

Tentative Lead Contributor: Dr Samuelson Appau

PART 1: PRACTICAL PERSPECTIVES

Chapter 2: Branding Start-ups in Africa There has been a massive upsurge in start-ups and start-up hubs and incubators in many African countries, particularly Kenya, Nigeria and South Africa, with Nairobi even being touted as the Silicon Savannah of Africa (Jones et al. 2018). Many global brands like Google and Facebook are investing in this space, and yet we know very little about the brand building strategies of these start-ups and how they market themselves to local and global audiences. Contributors to this chapter will examine the success (and failure) factors as well as lessons for building start-ups brands in Africa.

Tentative Lead Contributor: Mr Sydney Sam

Chapter 3: In Dangerous Waters: Building an Oil and Gas Brand in Africa

Oil and gas (or energy) is a controversial industry, and consumers often have negative perceptions and associations of brands in this sector due primarily to their negative environmental impact as well as potential for political conflicts (Hartmann and Apaolaza-Ibáñez, 2012). Thus, brands that operate in this space often need to address these negative images or position themselves as part of the solution and not part of the problem. Contributors to this chapter will therefore discuss the branding strategies to build and market an oil and/or gas (energy) brand in Africa, whiles negotiating these negative industry images.

Tentative Lead Contributor: Mr Kevin Okyere

Chapter 4: Branding and Marketing Religious Organizations in Africa

It is impossible to talk about Africa without talking about religion. Living in the most religious continent in the world, Africans have an incurably religious culture that has fostered the mass growth and marketing of religious organizations that actively brand and market themselves to a pluralistic and variety seeking religious audience (Bonsu and Belk, 2010). In many Africa countries, religion is serious business and actively compete with each other and non-religious brands for consumer spend and loyalty. (Appau and Mabefam, 2020). Contributors to this chapter will examine how religious organizations in Africa bridge the sacred/secular boundaries of religion and marketing to successfully build and market themselves as brands. The contributors will also reflect on the benefits and problems of branding religion.

Tentative Lead Contributor: Professor Asonzeh Ukah

Chapter 5: Visit Africa: Place Branding in Africa

Many African countries have been marketed as desirable tourist destinations, which promise an exotic experience that is differentiated from other tourism destinations (Wanjiru, 2006). Contributors to this chapter will discuss the current state of branding African places for tourism consumption and examine opportunities and challenges for other African countries looking to brand their geographical and cultural places as differentiated tourism destinations. Tentative Lead Contributor: Dr Arinze Nwoba

Chapter 6: University Brand Marketing: A Website Analysis of Leading Universities in Africa Increasingly, Universities are taking on a marketing orientation, recognising that they offer a service to consumers (students) who often choose among competing offerings (Maringe and Gibbs, 2008). Traditional Universities in Africa are now competing with both local new entrants such as private Universities and global entrants like European and American universities with local operations in the supply of University education (Mogaji et al., 2020). This increasing competition has led to a need for differentiation by Universities in order to appeal to consumers of University education. Contributors to this chapter will use a content analysis of websites of leading Universities in Africa to understand their brand propositions, differentiated service offerings and design and content narratives to offer insights for successful University branding.

Tentative Lead Contributor: Professor Robert Ebo Hinson

**Chapter 7: Marketing Brands to Rural Consumers in Africa</b&...