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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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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