New UCT/Unilever study aid to inspire a new generation of marketers

Entitled Branded, the DVD is the latest marketing education tool produced by the UCT/Unilever Institute and is about to be distributed free of charge to 300 tertiary institutions across South Africa, including FET colleges and universities. The new training aid will also be made available to South African companies for in-house training.

Branded's creator and director of the Institute, Professor John Simpson, said the DVD will help students and others in marketing-related positions to get to grips with the key concepts and complexities of branding.

“Many people believe branding is all about logos and advertising, but the reality is that there is so much more to branding. The DVD brings the concept and practice of branding to life through a series of real-life examples and with commentary from some of the country's leading marketers,” said Simpson.

Positive response

Thirty well-known marketers are interviewed on the two-part DVD which unpacks central marketing concepts such as brand equity, brand loyalty and brand building.

“Branded is not only targeted at first- and second-year marketing students, but also at learners who are doing a marketing course as part of their wider studies. We've already conducted test screenings with students and lecturers and the response has been very positive,” he added.

The production of the DVD was made possible by the sponsorship of eight of South Africa's best-known companies who are responsible for iconic brands, including Discovery, Flora, FNB, Kulula, Old Mutual, Pick n Pay, SAB-Miller and Vodacom.

Professor Simpson explained that each sponsor was given the opportunity to contribute a video case study for inclusion on the DVD. The case studies range from the establishment of the Kulula brand, to the re-branding of Pick n Pay, through to the creation of Vodacom's ‘George and Lucky” advertising campaign and to the rationale behind FNB's customer-relationship strategy.

Recognising the dynamics of the SA market

“The examples and case studies will give a new generation of young up-and-coming marketers the inspiration to constantly innovate and push the boundaries of marketing excellence. Aside from giving viewers a comprehensive understanding of every aspect of branding, Branded recognises and reflects the uniqueness of brand building in a diverse and constantly shifting SA market,” maintains Simpson.

The release of Branded entrenches the UCT/Unilever Institute's position as one of the country's foremost knowledge generators in the field of marketing. Established in 1999, the Institute is a non-profit organisation funded by Unilever and based at UCT. Over the past decade the Institute has built up a solid reputation in business and industry as a principle source of cutting-edge marketing information.

Educational institutions interested in obtaining their free copy of the DVD should email or call +27 (0) 21 650 4312.