Brand management to sustain corporate reputation and customer loyalty is



essential for both multinationals and indigenous fi rms in Africa. This book



provides a practical overview of country branding and positioning activities



in Africa, based on a broad defi nition of base of the pyramid (BoP) marketing,



which includes both goods and services, as well as business-to-business marketing,



corporate branding, and country branding.



The text highlights branding strategies that can be adopted in BoP markets, as



well as marketing mix strategies appropriate for much of the continent. Taking



into account the role of social networks, culture, and religion, the book explores



avenues for developing and building competitive advantage, and how African



countries can leverage country branding as part of the development process.



The book is ideal for researchers, educators and advanced students in



international marketing, management, and brand strategy who are interested in



the unique branding characteristics of the African continent.