Indomie noodles in Africa : lessons on digital and cultural branding / Uchenna Uzo, (Lagos Business School, Pan-Atlantic University, Lagos, Nigeria), and Louis Nzegwu, (University of WisconsinPlatteville, Platteville, Wisconsin, USA). lessons on digital and cultural branding /
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| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
Bingley, U.K. :
Emerald Publishing Limited,
2018.
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| Series: | Emerald emerging markets case studies,
volume 8, issue 1 |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1108/EEMCS-03-2017-0048 |
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| Item Description: | Highlight how cultural branding through social media applies to consumer markets in Africa. Explain the fundamentals of brand building and also introduce the concepts of integrated marketing communication, below-the-line, above-the-line, social media and digital marketing. Explain how social media and digital marketing could be used to move consumers from brand awareness to brand loyalty. Explain how to craft social media and digital marketing strategies that are relevant to countries facing an economic downturn. Highlight the lessons from internationalizing a brand across various African countries. |
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| Physical Description: | 1 online resource (3 pages) : 18 illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISSN: | 2045-0621 ; |
| Access: | Login to VPN Client for off campus access. |