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9780367777531

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This is an important book. Why? It focuses on Africa, the last frontier in business, with insights for all BoPMs as well; it covers a lot of territory on brand positioning strategy, in contexts from retailing and social networks to corporate reputation and nation branding; and it is written by two eminent scholars who know both Africa and positioning better than most. Therefore it is a must-read for anyone interested in its theme. - Nicolas Papadopoulos, Chancellor's Professor of Marketing and International Business, Sprott School of Business, Carleton University, Ottawa, Canada A long overdue book, containing many rich insights of the peculiarities of branding and positioning in African markets. The scope of the content, from micro and small businesses to nation brands, from services brands to corporate brands, makes this book an invaluable resource for both brand managers and scholars. - Francesca Dall'Olmo Riley, Professor of Brand Management at Kingston Business School, UK

This is an important book. Why? It focuses on Africa, the last frontier in business, with insights for all BoPMs as well; it covers a lot of territory on brand positioning strategy, in contexts from retailing and social networks to corporate reputation and nation branding; and it is written by two eminent scholars who know both Africa and positioning better than most. Therefore it is a must-read for anyone interested in its theme. -- Nicolas Papadopoulos, Chancellor's Professor of Marketing and International Business, Sprott School of Business, Carleton University, Ottawa, Canada A long overdue book, containing many rich insights of the peculiarities of branding and positioning in African markets. The scope of the content, from micro and small businesses to nation brands, from services brands to corporate brands, makes this book an invaluable resource for both brand managers and scholars. -- Francesca Dall'Olmo Riley, Professor of Brand Management at Kingston Business School, UK

Author Information

Dr Charles Blankson (Ph.D. Kingston University, UK) is Professor of Marketing in the Department of Marketing, Logistics and Operations Management, G. Brint Ryan College of Business, University of North Texas, Denton, Texas, United States. Dr. Blankson’s research interests include marketing strategy – positioning and brand management, advertising, industrial marketing, micro and small business marketing, and international/multicultural marketing. He co-edited The Routledge Companion to Contemporary Brand Management . Dr. Blankson is a visiting professor of marketing at the University of Ghana Business School and the Ghana Institute of Management and Public Administration (GIMPA). Dr Stanley Coffie is Senior Lecturer in Marketing at the Ghana Institute of Management and Public Administration (GIMPA). Dr Coffi e previously lectured at Birkbeck College, University of London where he obtained his Ph.D. His research interests include marketing strategy in emerging and developing economies, strategic positioning, and the relationship between positioning and branding, as well as services marketing. His recent publications include a contribution to The Routledge Companion to Contemporary Brand Management .

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