Market access for developing economies: Branding in Africa
| Autor: | Temi Abimbola |
|---|---|
| Rok vydání: | 2006 |
| Předmět: | |
| Zdroj: | Place Branding. 2:108-117 |
| ISSN: | 1744-070X 1744-0696 |
| DOI: | 10.1057/palgrave.pb.5990049 |
| Popis: | This paper presents the first phase of ongoing research on the relevance of branding as a market policy for offerings from Africa. It argues that brand marketing is an important competitive strategy through which firms from Africa could gain access to sophisticated and lucrative developed markets. The aims of the paper are first to examine the concept of branding as the basis for determining its appropriateness and roles in facilitating and developing access for offerings from Africa; second to examine perceptual factors that could generate measurable customer values through which brands from Africa may offer innovative and timely value proposition to customers; and third to examine the appropriateness of branding for African economies. It also examines sources of brand value propositions for branded offerings from Africa. At this stage in the research, the findings suggests that to some extent branding strategy could be an appropriate policy for African firms to compete in the continental African, and indeed in the global, markets. The paper outlines some of the gains from branding policy and addresses the question of whether branding makes sense in the context of Africa. It concludes on the virtue of branding policy for offerings from Africa. |
| Databáze: | OpenAIRE |
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