Abstract
The oil and gas sector is one of the most important industries in many African economies. Businesses in this space vary in size and operations but they all face the challenge of negative brand image due to the controversial nature of their operations, notably their impact on the natural environment. How can oil and gas businesses use branding to negotiate these negative images and engender brand appeal in a competitive but controversial market? This chapter addresses this question by examining how some oil and gas brands build and market their brands in Africa and advocate more strategic effort in this regard.
Author : Riverson Oppong
Published in: Marketing Brands in Africa
Publisher: Springer International Publishing
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