STUDENTS of the African University of Communications and Business (AUCB) are set to showcase their creativity, innovation, and practical skills at a highly anticipated branding exhibition scheduled for tomorrow, Friday, at the forecourt of the university in Accra.

The exhibition, organised by Level 300 students under the guidance of Branding and Brand Management lecturer, Peter Wonders, is on the theme: ‘Building Meaningful Brands Beyond the Logo.’

Speaking in an interview with The Ghanaian Times on Wednesday in Accra, Mr Wonders explained that branding goes far beyond visual identity, stressing that true branding is about creating purpose, consistency, and emotional connections with audiences.

“Branding is about setting a product, service or even a person apart. It is how you compete and stand out among others. But it goes beyond just logos and colours, it is about establishing a core purpose and building meaningful connections,” he said.

According to him, the theme was carefully chosen to challenge the misconception that branding is limited to design. He noted that many individuals claimed to be branding experts but focus only on the visual aspects, neglecting the deeper strategic elements.

“We want to distinguish ourselves from unprofessional practices. Branding is not just about asking a graphic designer to create a logo and thinking the job is done. It involves experience, positioning, and how a brand connects with its audience,” he emphasised.

Mr Wonders explained that the exhibition formed part of the university’s broader effort to move away from the traditional “banking” model of education, where students memorise information for examinations.

“This is not just an exhibition, it is also an examination. Students will present and defend their brands before professionals who will assess their work. It is a true test of their understanding and creativity,” he said.

He mentioned that the event would feature an array of innovative student-developed products, including powdered mashed kenkey, locally distilled vodka, sobolo wine, and a ready-to-use soup paste designed for busy individuals.