ABSTRACT
The concluding chapter presents the key learning points from the book. Even in BoPM, branded products serve as avenues and pivots of attraction to the values that are seen to be embedded in given products and services. In this perspective, the text has presented how the concepts and practice of branding and positioning apply in the context of BoPM in Africa. This application of course takes place against the backdrop of many issues: economic, socio-cultural, and other environmental factors that impinge on the milieu and lifestyles in BoPM in Africa. Briefly, organizations operating in BoPM in Africa need to be socially conscious, develop products and services bearing in mind environmental relevance as reflected in cultural understanding and economic well-being of the targeted group – rural or urban. Ultimately, the success of branding and positioning of products and services will be via understanding of such social milieu factors in addition to others for competitive success in BoPM in Africa.
