§16§This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the 'last frontier' of global brands, §16§f branding and brands in and from Africa. §Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa. §02§§ Samuelson Appau is a Senior Lecturer in Marketing at RMIT University in Melbourne, Australia. His research interests include consumer culture, branding and wellbeing and have been published in leading marketing journals such as the Journal of Consumer Research, Journal of Business Research, Marketing Theory and the Journal of Marketing and Public Policy, among others. He has also co-edited a book on wellbeing and has authored many book chapters. He teaches Branding, training marketing students, and entrepreneurs to understand how to build and market strong brands. § § §04§e the success (and failure) factors as well as lessons for building start-ups brands in Africa. §02§§ Samuelson Appau is a Senior Lecturer in Marketing at RMIT University in Melbourne, Australia. His research interests include consumer culture, branding and wellbeing and have been published in leading marketing journals such as the Journal of Consumer Research, Journal of Business Research, Marketing Theory and the Journal of Marketing and Public Policy, among others. He has also co-edited a book on wellbeing and has authored many book chapters. He teaches Branding, training marketing students, and entrepreneurs to understand how to build and market strong brands. § §
