Branding and positioning in base of pyramid markets in Africa : innovative approaches

Introduction -- Positioning strategies for branding services in BoPM -- Marketing mix strategies for service brands in BoPM in Africa -- Positioning strategies and positioning activities of upscale retailers in BoPM in Africa -- Social networks and relationships for positioning micro and small businesses in Africa -- Branding nation states -- South Africa and Ghana -- Corporate reputation, brand crisis, and customer loyalty in BoPM and developed economies -- Conclusion.