Dr Charles Blankson (Ph.D. Kingston University, UK) is Professor of Marketingin the Department of Marketing, Logistics and Operations Management, G. BrintRyan College of Business, University of North Texas, Denton, Texas, UnitedStates. Dr. Blankson’s research interests include marketing strategy – positioningand brand management, advertising, industrial marketing, micro and smallbusiness marketing, and international/multicultural marketing. He co-editedThe Routledge Companion to Contemporary Brand Management . Dr. Blankson is avisiting professor of marketing at the University of Ghana Business School andthe Ghana Institute of Management and Public Administration (GIMPA).Dr Stanley Coffie is Senior Lecturer in Marketing at the Ghana Instituteof Management and Public Administration (GIMPA). Dr Coffi e previouslylectured at Birkbeck College, University of London where he obtained his Ph.D.His research interests include marketing strategy in emerging and developingeconomies, strategic positioning, and the relationship between positioningand branding, as well as services marketing. His recent publications include acontribution to The Routledge Companion to Contemporary Brand Management .

"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

• 1. Introduction 2. Positioning strategies for branding services in BoPM. 3: Marketing mix strategies for service brands in BoPM in Africa. 4. Positioning strategies and positioning activities of upscale retailers in BoPM in Africa. 5. Social networks and relationships for positioning micro and small businesses in Africa. 6. Branding nation states – South Africa and Ghana 7. Corporate reputation, brand crisis, and customer loyalty in BoPM and developed economies. 8: Conclusion.

Dr Charles Blankson (Ph.D. Kingston University, UK) is Professor of Marketingin the Department of Marketing, Logistics and Operations Management, G. BrintRyan College of Business, University of North Texas, Denton, Texas, UnitedStates. Dr. Blankson’s research interests include marketing strategy – positioningand brand management, advertising, industrial marketing, micro and smallbusiness marketing, and international/multicultural marketing. He co-editedThe Routledge Companion to Contemporary Brand Management . Dr. Blankson is avisiting professor of marketing at the University of Ghana Business School andthe Ghana Institute of Management and Public Administration (GIMPA).Dr Stanley Coffie is Senior Lecturer in Marketing at the Ghana Instituteof Management and Public Administration (GIMPA). Dr Coffi e previouslylectured at Birkbeck College, University of London where he obtained his Ph.D.His research interests include marketing strategy in emerging and developingeconomies, strategic positioning, and the relationship between positioningand branding, as well as services marketing. His recent publications include acontribution to The Routledge Companion to Contemporary Brand Management .

"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

• 1. Introduction 2. Positioning strategies for branding services in BoPM. 3: Marketing mix strategies for service brands in BoPM in Africa. 4. Positioning strategies and positioning activities of upscale retailers in BoPM in Africa. 5. Social networks and relationships for positioning micro and small businesses in Africa. 6. Branding nation states – South Africa and Ghana 7. Corporate reputation, brand crisis, and customer loyalty in BoPM and developed economies. 8: Conclusion.

Dr Charles Blankson (Ph.D. Kingston University, UK) is Professor of Marketingin the Department of Marketing, Logistics and Operations Management, G. BrintRyan College of Business, University of North Texas, Denton, Texas, UnitedStates. Dr. Blankson’s research interests include marketing strategy – positioningand brand management, advertising, industrial marketing, micro and smallbusiness marketing, and international/multicultural marketing. He co-editedThe Routledge Companion to Contemporary Brand Management . Dr. Blankson is avisiting professor of marketing at the University of Ghana Business School andthe Ghana Institute of Management and Public Administration (GIMPA).Dr Stanley Coffie is Senior Lecturer in Marketing at the Ghana Instituteof Management and Public Administration (GIMPA). Dr Coffi e previouslylectured at Birkbeck College, University of London where he obtained his Ph.D.His research interests include marketing strategy in emerging and developingeconomies, strategic positioning, and the relationship between positioningand branding, as well as services marketing. His recent publications include acontribution to The Routledge Companion to Contemporary Brand Management .

"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

• 1. Introduction 2. Positioning strategies for branding services in BoPM. 3: Marketing mix strategies for service brands in BoPM in Africa. 4. Positioning strategies and positioning activities of upscale retailers in BoPM in Africa. 5. Social networks and relationships for positioning micro and small businesses in Africa. 6. Branding nation states – South Africa and Ghana 7. Corporate reputation, brand crisis, and customer loyalty in BoPM and developed economies. 8: Conclusion.