Unilever study aid for a new generation

Brand name: Branded, is the new educational DVD from UCT's Unilever Institute of Strategic Marketing.

Thousands of business and marketing students will benefit from a new training DVD to be released by UCT's Unilever Institute of Strategic Marketing.

Titled Branded, the DVD is a marketing education tool to be distributed free of charge to 300 tertiary institutions across South Africa.

The training aid will also be made available to South African companies for in-house training.

Professor John Simpson, Branded's creator and director of the Unilever Institute, 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 it. The DVD brings the concept and practice of branding to life through a series of real-life examples, with commentary from some of the country's leading marketers."

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.

The production is sponsored by well-known companies who are responsible for iconic brands such as Discovery, Flora, FNB, Kulula, Old Mutual, Pick n Pay, SAB-Miller and Vodacom.

Each sponsor contributed a case study to the DVD. These include the establishment of the Kulula brand, the re-branding of Pick n Pay, the creation of Vodacom's George and Lucky advertising campaign, and the rationale behind FNB's customer-relationship strategy.

Educational institutions interested in obtaining their free copy of the Branded DVD should send an email or call 021 650 4312.