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Africa is not a country: rebranding and repositioning Africa as a continent

Africa is not a country: rebranding and repositioning Africa as a continent

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2021) Africa is not a country: rebranding and repositioning Africa as a continent. In: Appau, Samuelson, (ed.) Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market. Palgrave Studies of Marketing in Emerging Economies book series (PSMEE) . Palgrave Macmillan - Springer Nature, Cham, Switzerland, pp. 237-259. ISBN 978-3030772031; 978-3030772062; 978-3030772048 (doi:

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What comes to mind when you hear about Africa? Not surprised most people perceive Africa as 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.

Item Type: Book Section
Uncontrolled Keywords: Africa; branding; rebranding; place branding; destination; brand positioning
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Marketing Research Group (MRG)
Last Modified: 09 Jan 2023 13:57

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