The A-Z to branding in Cape Town

The course, aptly titled the A - Z of Strategic Brand Management, which will run at the UCT Graduate School of Business (GSB), covers all the marketing components that contribute to launching and sustaining a brand. While targeted at product and brand managers, as well as managers in marketing, advertising and sales, Cook says he will especially be driving a message home to small and medium business owners.

"Certainly people connected to marketing departments will benefit a great deal from the course, but it will also be tremendously insightful for owners of SMMEs. I will be making a strong case that branding should be led by the CEO - this hands on approach is particularly weak in SMMEs," he said.

Cook added that he is looking forward to teaching in Cape Town. "I'm excited about embarking on this joint venture with the UCT business school. It's great to run a programme in an institution that is itself a strong brand," he said.

Cook, who is well known and respected in marketing circles for his expertise as well as for his dynamic presentation style, added that the course offers an insightful and entertaining update on all aspects of brands and brand building - a practical fast forward on the latest global thinking.

The comprehensive course, which runs from 1 - 2 July, will include elements on brand research, logistics management, the brand communication mix, pricing, packaging, as well as brand and category management.

"In addition, the course will investigate current threats to and trends in brand building and use case studies from various industries to illustrate principles. The programme also has a strong emphasis on interaction," said Cook.

Cook brings to Cape Town a wealth of experience in corporate training. In addition to teaching at Vega and IMM, he also lectures Strategic Marketing Planning and Strategic Execution on two MBA programmes. He has consulted to the marketing and sponsorship industries both in South Africa and the United States and is one of the few registered Chartered Marketers in South Africa.

For more information, contact Tracy Kimberely on Tel: 27 21 406 1346. The course will also run from 4 - 5 November in Cape Town.