Nana Kum Gyata VI, Ankobeahene of the Abura Traditional Area in the Central Region, has emphasized the importance of branding and brand management for self-employment in today’s competitive modern environment.

According to him, brand management goes beyond academic exercise and aims to equip students with the necessary employable skills to succeed independently in the field of work

Nana Gyata VI made the call on Saturday 27th April 2024 at the African University College of Communication (AUCC) during a poster presentation programme for Level 300 students.

The students crafted and branded various products for the Ghanaian market including food items of various kinds to skin and hair care products.

Nana Kum Gyata VI stressed that effective brand management is crucial for businesses to stand out and succeed in a fiercely competitive environment.

He also pointed out the necessity of adopting a mindset oriented towards self-employment among students and argued against the reliance on governmental and private sector job provision.

He proposed that the practical skills acquired through education should be seen as tools for creating one’s own employment opportunities.

“We can employ ourselves and others through whatever we have been able to set up today,” he stated.

Nana Kum Gyata VI encouraged the students to take their studies seriously, not just for academic success but as a foundation for professional and business endeavours.

“Take it up as a profession, take it up as a project, pick it up as a business to exceed your life one day,” he urged the students.

In his opening address, the lecturer for Branding and Brand Management, Peter Wonders Kankam, underscored the severe impact of unemployment on graduates who often end up relying on government support, draining family resources or burdening the private sector.

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“Most of our students finish their studies only to join the long queue of job seekers. We needed to break this cycle,” Wenders explained.

According to him, the University’s new approach focuses on practical, skills-based examinations that challenge students to apply their academic knowledge to real-world problems.

The goal, he said, is to nurture talent and impart practical skills that can lead to self-employment and greater self-reliance after graduation.

This year’s poster presentations, he said, is therefore part of the new examination format that sees students showcasing projects ranging from innovative start-ups to community service initiatives, demonstrating the practical application of their studies.

He pointed out that brand management has emerged as a pivotal strategy in today’s hyper-competitive market environment that not only differentiates a business from its competitors but also builds long-term customer loyalty and drives growth.

According to him, effective brand management is not merely about crafting a unique logo or catchy tagline but encompasses a comprehensive approach to creating, developing, and sustaining a brand’s identity and reputation over time.

Effective brand management, he said, is a dynamic and ongoing process that requires continuous assessment and adaptation.

“By focusing on strong positioning, clear identity, consistent communication, and exceptional customer experiences, businesses can develop a robust brand management strategy that drives success.”

“As the business environment evolves, so too must the strategies used to manage a brand, always with an eye towards innovation and staying ahead of the curve,” he added.

Mr. Wonders expressed his pride in the students’ achievements saying: “This practical examination framework is not just about assessing students; it’s about preparing them for life beyond our campus.”

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He congratulated all participants for their hard work and innovation, which are crucial steps towards a more self-sufficient future.