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Strategic Brand Management and Positioning

Many South African brands compete on price because they have never defined a clear position in the customer's mind. This programme gives marketing professionals and brand managers a practical method for auditing brand equity, choosing a defensible position against competitors, and translating strategy into consistent messaging across retail, digital and corporate touchpoints in African markets.

What you will be able to do

  • Audit an existing brand's positioning against direct and indirect competitors in its category.
  • Define a brand platform that links purpose, personality and promise to commercial objectives.
  • Evaluate brand equity using recognition, association and loyalty measures relevant to African markets.
  • Translate brand strategy into messaging guidelines that stay consistent across retail and digital channels.
  • Manage brand risk during rebranding, product extension or entry into a new market segment.
  • Present a brand positioning recommendation that a management team can approve and fund.

Course outline

  1. 01Brand strategy fundamentals and terminology
  2. 02Auditing current brand perception and equity
  3. 03Competitive positioning and category analysis
  4. 04Defining brand purpose and personality
  5. 05Messaging architecture across channels
  6. 06Brand extension and portfolio decisions
  7. 07Rebranding and repositioning risk management
  8. 08Presenting and defending brand strategy

Who should attend

Marketing managers, brand managers, product managers and communications specialists responsible for how their organisation's brand is defined and experienced in the market.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 19 Aug 2026Durban3R13,000
24 to 26 Aug 2026Johannesburg3R13,000
7 to 9 Sep 2026Mauritius3US$1,500
14 to 16 Sep 2026Dubai3US$1,500
21 to 23 Sep 2026Lagos3US$1,500
28 to 30 Sep 2026Harare3US$1,500
5 to 7 Oct 2026Kampala3US$1,500
12 to 14 Oct 2026Dar es Salaam3US$1,500
19 to 21 Oct 2026Pretoria3R13,000
26 to 28 Oct 2026Cape Town3R13,000
9 to 11 Nov 2026Online3US$900
16 to 18 Nov 2026Mozambique3US$1,500
23 to 25 Nov 2026Cairo3US$1,500
30 Nov to 2 Dec 2026Accra3US$1,500
7 to 9 Dec 2026Lusaka3US$1,500
14 to 16 Dec 2026Kigali3US$1,500
21 to 23 Dec 2026Nairobi3US$1,500

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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