ABSTRACT
The chapter illustrates how branding in base of the pyramid markets in Africa is feasible using positioning strategies developed from consumer views and expectations. Essentially, the chapter argues that positioning strategies can be used for branding purposes, particularly when the typology reflects the consumer expectations from the setting. The three positioning strategies adopted are “service reliability,” “social responsibility,” and “branding.” The “service reliability” strategy will appeal to organizations that seek to differentiate their products and service via quality, and it is the most prevalent in application. The “social responsibility” in many ways reflects the social and community-based nature of BoP environment in much of Africa. The “branding” strategy may be more relevant to international firms with strong brands operating in BoP markets. The chapter is a useful guide to managers of both foreign and local firms on branding in BoP markets in Africa.
