Consumers and branding: “market yourself as a brand”

Prof North has over 45 years’ experience in lecturing and researching within the marketing field. He played a significant role in developing the marketing discipline at the University of Pretoria before his retirement in 2012.

The topic of the day concerned consumers and branding. He explained that a brand is whatever the consumer thinks of when he/she hears a company’s name. He further stated that, “brands become great brands when every contact the consumer has with the company is seamlessly enjoyable”.

He particularly emphasised the notion that each individual has his/her own brand. It is important for students to recognise this and develop their own personal brands. The professor highlighted that in the job market, “your personal brand will either be an asset or a liability for your employer”.

The Department of Marketing Management thanks Prof North for his time and knowledge shared with the class. It was an honour to have a man of such calibre travel all the way from George to share his knowledge with our students. His lecture was relevant to each individual, particularly in terms of marketing themselves as a brand. Students can take the knowledge they gained from the professor with them into the market place in the future and recognise their unique value offering as individuals.

Prof Ernest North engaging with some of the Marketing Management students after the lecture.