<P>Brand management to sustain corporate reputation and customer loyalty is</P><br/><br/><P>essential for both multinationals and indigenous fi rms in Africa. This book</P><br/><br/><P>provides a practical overview of country branding and positioning activities</P><br/><br/><P>in Africa, based on a broad defi nition of base of the pyramid (BoP) marketing,</P><br/><br/><P>which includes both goods and services, as well as business-to-business marketing,</P><br/><br/><P>corporate branding, and country branding.</P><br/><br/><P>The text highlights branding strategies that can be adopted in BoP markets, as</P><br/><br/><P>well as marketing mix strategies appropriate for much of the continent. Taking</P><br/><br/><P>into account the role of social networks, culture, and religion, the book explores</P><br/><br/><P>avenues for developing and building competitive advantage, and how African</P><br/><br/><P>countries can leverage country branding as part of the development process.</P><br/><br/><P>The book is ideal for researchers, educators and advanced students in</P><br/><br/><P>international marketing, management, and brand strategy who are interested in</P><br/><br/><P>the unique branding characteristics of the African continent.</P>