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Über dieses Buch

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.



Chapter 1. On the Practice and Theory of Marketing Brands in Africa

There is a dearth of research that seeks to examine and contribute to branding in Africa. In this introductory chapter to the book, Marketing Brands in Africa—Perspectives on the Evolution of Branding in an Emerging Market, the editor explains why we should study branding in Africa. The chapter also provides a summary of the chapters in this edited volume.
Samuelson Appau

Chapter 2. The History and Evolution of Branding in Africa

The African continent has a long history of branding, which has so far been scarcely documented. The aim of this chapter is to explore the history of branding in Africa from the prehistoric period until the modern day. The first traces of branding in Africa date back to the prehistoric period. However, ancient Egyptian civilisation was the first one to initiate numerous activities similar to contemporary branding: property marking, product differentiation, showcasing of product identity and origin, as well as personal branding. The history of branding was influenced by the mutual contact of old civilisations. Due to a lack of written sources, there is little evidence on the further development of branding in Africa in the middle ages. However, the impact of other civilisations is recorded, thanks to the developed maritime trade routes. During the colonial period, African states largely did not continue to develop their history of branding. Under the influence of colonial policies, they mostly produced raw materials while at the same time they imported foreign finished goods. Today, many African countries are a potential market for multinational companies. Compared to the local African brands, foreign brands take up a significantly higher market share and popularity with the local population.
Slađana Starčević

Practical Perspectives


Chapter 3. Branding Start-Ups in Africa: A Conversation with Sydney Scott Sam

Sydney Scott Sam is the founder of Workspace Global, a Ghana-based tech-oriented brand communications company and a 2019 Forbes 30 under 30 successful entrepreneur in Africa. He is a branding expert who focuses on start-ups and entrepreneurs. In this interview, Sydney discusses the prospects of Africa’s start-up space, current start-up branding approaches, success stories and offers concrete advise for African start-ups to build and grow their brands to become global success stories while staying authentic to their African roots.
Sydney Scott Sam, Samuelson Appau

Chapter 4. Sustainability Marketing and African University Brands: The Case of the University of Ghana

Sustainable business practices are now a non-negotiable way of conducting business globally. We set out in this chapter to investigate sustainability marketing practices in Ghana’s oldest University given the fact that universities around the world are striving to forge symbiotic relationships with their numerous stakeholder constituents for survival and growth. We employed a qualitative research approach to examine sustainability marketing practice in Ghana, using University of Ghana (UG) as a case study. Face-to-face in-depth interviews were conducted with key administrators of the university who were selected purposively to address the research objectives. This was complemented with a review of documented secondary information sourced from UG. Thematic analysis was employed in analyzing data collected. Findings of the study indicate that UG has operational structures in place that enable the implementation of Sustainability Marketing. Notwithstanding the numerous benefits associated with it, the study identified several challenges that the UG brand needs to surmount for effective implementation of its SM programmes.
Ebenezer Asare Effah, Robert E. Hinson

Chapter 5. Marketing Oil and Gas Brands in Africa

The oil and gas sector is one of the most important industries in many African economies. Businesses in this space vary in size and operations but they all face the challenge of negative brand image due to the controversial nature of their operations, notably their impact on the natural environment. How can oil and gas businesses use branding to negotiate these negative images and engender brand appeal in a competitive but controversial market? This chapter addresses this question by examining how some oil and gas brands build and market their brands in Africa and advocate more strategic effort in this regard.
Riverson Oppong

Chapter 6. Branding and Marketing Nigerian Churches on Social Media

The overall thrust of this chapter is to explore promotional approaches and practices of religious organisations, more specifically, how churches adopt social media to foster brand engagement and brand promotion. Based on a descriptive content analysis of five digitally driven churches located in Nigeria, this chapter demonstrates how churches can sustain their place in the community through brand promotion and particular communication practices. This is achieved by incorporating several social media channels such as YouTube, Facebook, mobile apps, Instagram, and Twitter in church promotion. These practices enable churches to fully achieve their goals whilst attaining member needs for spirituality and community. This chapter supports the premise that churches are brands that should consistently and continually seek to adopt better marketing and communication approaches to meet the ever-changing needs of their religious consumers.
Oluwadamilola Blessing Ayeni

Chapter 7. Political Party Brand Management in Ghana

Ghana’s political brands are maturing with its democracy along the lines of global practices. Emerging evidence suggest that political parties in Ghana are managing political brands architecture of party, candidate and policy brands in a far more sophisticated manner in order to meet the growing complexities of the political market. This chapter focuses on the party brand, where the traditional approach has been that ideology is at the centre, has given way to a modernised party brand responsive to contemporary voter needs. The modernised party brand also reflects the needs of other electorally relevant stakeholders. Using in-depth interviews of party officials, media analysts and academics in the subject area, the chapter looks at how the case party in Ghana, the New Patriotic Party, adapted its ideological positions to issues, and in the process moved into and took ownership of the policy terrain of its competitor party. The party used its heritage and ideological identity as anchor to underpin its engagement on democracy and good governance and deliberately reduced its voice on hard core neoliberal economic policies. In addition, internal discipline was enforced as means to regulate leadership attitude, behaviour and communication in order to steer a shift towards the centre of the Ghanaian political market.
Kobby Mensah

Critical Perspectives


Chapter 8. A Brand Named ‘Shatta’: Self-Branding in Global Enterprise Culture

Contemporary capitalism has facilitated a blurring between culture and the economy and between the self and the market. The self can now be branded, marketed and consumed in the marketplace like a commodity as punctuated by the rise of influencers and internet celebrities. Whiles there is a growing discourse about self-branding in Western consumer culture, less is known about how self-brain is enacted in non-Western contexts. This chapter examines the self-branding practice of one of Ghana and Africa’s biggest artistes, Shatta Wale, and how he creates and communicates his ‘Shatta’ brand through spectacularization. Contrary to assertions in prior research, by maintaining a consistent dissonance between his brand and person, Shatta achieves self-brand authenticity as real and genuine.
Samuel K. Bonsu

Chapter 9. Using Local Culture in Brand Positioning and Communication

Branding is storytelling and great brands are those that tell emotive and compelling stories that reinforce or challenge cultural norms and practices. The author examines how businesses in North Africa can leverage relevant local cultural narratives to develop their brand positioning and communication.
Marian Makkar

Chapter 10. Unbranded: The Challenges of Branding for Africa’s Informal Economy

The informal economy’s importance in Africa is demonstrated by its significant contribution to the national economies of countries across the continent where informality is more of the rule than exception (ILO, 2020b). According to the International Labour Organization, the informal economy in Africa accounts for about 60–80% of employment on the continent. There are various actors in the informal economy inclusive of micro-enterprises that act as channels for distribution of branded and unbranded products. This creates a foundation for a better understanding of branding in the informal sector in terms of challenges and benefits, missed opportunities and prospects to develop a roadmap that can be used to accelerate and improve brand building in the informal economy in Africa.
Tendai Chikweche

Chapter 11. Africa Is Not a Country: Rebranding and Repositioning Africa as a Continent

What comes to mind when you hear about Africa? Not surprised most people perceive Africa as a country, oblivious to the fact it is made up of several sovereign nations. The prevalent perception about Africa is that of poverty, war, pestilence, and primitivity. However, with many opportunities being presented about the continent, especially its impending contribution to the global economy there is a need to question whether the prevalent perception is accurate and if not, how to ensure that the opinions and thinking the rest of the world has of Africa and her countries needs to be changed. In this regard, this chapter aims to discuss Africa’s context as a brand and recognise the inherent challenges and the existing perception that has shaped the brand. This chapter contributes to existing knowledge on place branding, especially from a continent perspective and presents practical implications relevant for practitioners, policymakers and place branding researchers.
Emmanuel Mogaji


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