The course explores the strategic process of engineering brand identity and architecture within the African market context. It examines how foundational brand concepts, elements, and structural strategies enable firms to build sustainable brand equity and mitigate consumer risk in diverse economic environments. Drawing from international and local branding frameworks, participants will investigate the nexus between consumer psychology, legal protections, and portfolio management. Through interactive lectures, industry case studies, practical branding sessions, and corporate site visits, participants will critically engage with theories and best practices that facilitate robust brand governance and leadership in competitive markets.
