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Using Local Culture in Brand Positioning and Communication

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Marketing Brands in Africa

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

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Abstract

Branding is storytelling and great brands are those that tell emotive and compelling stories that reinforce or challenge cultural norms and practices. The author examines how businesses in North Africa can leverage relevant local cultural narratives to develop their brand positioning and communication.

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Authors and Affiliations

  1. RMIT University, Melbourne, VIC, Australia

    Marian Makkar

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  1. Marian Makkar
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  1. RMIT University, Melbourne, VIC, Australia

    Samuelson Appau

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Makkar, M. (2021). Using Local Culture in Brand Positioning and Communication. In: Appau, S. (eds) Marketing Brands in Africa. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-77204-8_9

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