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University of Cape Town Graduate School of Business

Brand Creation for Entrepreneurs

Next dates

Jun 11—13
3 days
Johannesburg, South Africa
ZAR 16500 ≈USD 1141
ZAR 5500 per day

Description

Many entrepreneurs are intuitive marketers, not formally trained in the discipline, but nevertheless creative, innovative and ambitious. They get a lot of the branding and marketing basics right, but need insights not generally available to businesses without competent marketing departments. This course will help them make less mistakes, understand the branding process and identify the difference between good and bad marketing advice.

The course offers expert brand management lessons mixed with practical brand creation and management sessions, culminating in a team-based exercise that involves demonstrating brand creation, launch and management insights. You will learn how to create, build and manage your start-up, company or product brand. The course will be broken into sessions that have both a theoretical and practical component.

Topics covered include:

  • The methodology of name generation and why it’s critical to get it right from the start
  • The purpose and process of creating a logo
  • The psychology of branding and brand architecture
  • Messaging by audience and segments
  • The branding toolbox – discussing the elements of the marketing mix, the pros and cons of each tool and the importance of a bespoke mix.
  • Building awareness, loyalty and economic value

Whether you are a start-up, an expanding business or social venture, or a well-known brand, you will gain valuable insights from branding and business expert, Raymond van Niekerk. Van Niekerk was previously the Global Head of Marketing for Investec and still contributes to Investec’s major marketing projects as a consultant.

Is this course for me?

This three-day intensive course is aimed at entrepreneurs, start-ups, NGOs, charities, product developers and brand managers. It will benefit professionals who have created a business, start-up venture, social enterprise, or who are consolidating their business or looking at new service/product development.

Key take-outs

  • A practical and deeper understanding of the art of creating, building and managing a business or product brand
  • Actionable insights and a toolkit to use for your business through the phases of its development
  • Brand management taught by an expert branding practitioner

Who should attend

This three-day intensive course is aimed at entrepreneurs, start-ups, NGOs, charities, product developers and brand managers. It will benefit professionals who have created a business, start-up venture, social enterprise, or who are consolidating their business or looking at new service/product development.

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