SPEAKER

Mr. Mark Ocitti – Serengeti Breweries Limited, Tanzania Managing Director

Facilitator: Mrs. Irene Madeje-Mlola – Transformational Strategist, “Building the Ideal Branding Strategy using Data”

Facilitator: Mr. David Minja – Country lead Unilever Tanzania “Brand performance and its contribution to the organization’s growth and sustainability”

This session focused on providing insight into Unlock the Secrets of Branding: A Comprehensive Guide to Understanding What a Brand Entails shared by Mr Mark, who gave a detailed dive into branding and its entity.

A brand exists beneath its logo and even though the logo provides the first impression of a brand in itself is merely a visual communication of the essence of the brand, not the entire brand itself.

For a brand to be understood and appreciated, it must resonate with the consumer’s needs because resonance breeds strength and sense.

To understand a brand, you must interact with it and develop an in-depth relationship.

A band’s purpose is what it stands for, not what a brand does. The more the brand keeps its promise, the more it grows its strength, and that is brand strength.

Brand performance includes value proposition, distinctiveness, emotional connection, innovation, and remaining top of mind.