Students of the African University of Communications and Business (AUCB) on Friday showcased their creativity and practical skills at a branding and poster presentation exhibition held at the forecourt of the university in Accra.

The event, organised by Level 300 students, was on the theme: ‘Building Meaningful Brands Beyond the Logo,’ and formed part of efforts to bridge the gap between theoretical learning and practical application.

Addressing students, Branding and Brand Management lecturer at AUCB, Peter Wonders, said the exhibition was designed as both an academic exercise and a practical assessment to prepare students for the job market.

He explained that the poster presentation, now in its fifth year, was introduced to equip students with hands-on experience and reduce over-reliance on government or private sector employment.

Mr Wonders noted that the initiative, conceived in collaboration with the university leadership, required lecturers to integrate practical training into theoretical teaching in order to ensure students graduate with employable skills.

He stressed that the exercise was not merely an exhibition but an examination where students present and defend their work before assessors.

The chairman of the occasion, Nana Kum Gyata VI, noted that branding in today’s competitive world went beyond logos, colours and slogans.

He explained that meaningful branding was about building trust, consistency, values and experiences that resonate with people.

“Brand is what people say about you when you are not present. It is built through actions, service and commitment to excellence,” he noted.

Nana Gyata VI urged students to view the platform not only as a competition but also as an opportunity to learn, grow and refine their understanding of branding.

As part of the event, awards were presented to outstanding student projects. Stratcore Brand Consult won the Most Outstanding Brand Positioning Award for its Ultra Flame Scent Candles, while Nsia Connect Brand Consult received the Most Creative Brand Concept Award for its instant dry kenkey mix.

Urban Thrills was adjudged winner of the Innovation in Branding Award for its groundnut paste mix, while Meja Jack Bitters won the Best Group Presentation Award.

The Best Overall Branding Student Award was presented to Vida Nyaneba.

The exhibition featured a variety of student-developed products, including innovative food and beverage concepts, as students demonstrated their ability to apply branding principles to real-world business ideas.