The Nigerian Export Promotion Council (NEPC) is a fully government owned organisation responsible for promoting the export of Nigerian non-oil products and services. The organisation was created to make the non-oil export sector a significant contributor to the Nigerian economy, through creating market opportunities for exports and to promote sustainable economic development.

Throughout the month, the group went through intensive brand development lessons led by industry experts. They covered a range of topics, including branding, packaging, consumer trends, marketing, and the use of internet and social media in developing and establishing a brand.

As part of their learning, the group visited different places where they learnt how some of the best brands in Malaysia came into existence. They visited the beautiful and futuristic Federal Government administrative centre, Putrajaya. Putrayaja is branded as an eco-friendly place, hence its moniker ‘The Intelligent Garden City’. They group had a briefing by Putrajaya Holdings on how the Putrajaya and Cyberjaya brands were built.

They also visited the high end fashion retailer, Bonia, of which NEPC Chief Principal Trade Promotion Officer, Mrs Gertrude Godfrey Ukoanam found interesting, since ‘Bonia trades in leather products, and Nigeria has leather in abundance, which we export to Italy and Spain, who are the main suppliers of leather to Bonia,’ she said. She went on to say the programme has helped them a lot, now they can better advise their clients in branding and packaging their goods, to increase competitiveness in international markets.

‘My understanding of business creativity has changed tremendously. My understanding of packaging has been broadened, and it is wider and it is better. One thing that I have learnt and I’m going to use in advising our clients is that they should believe in themselves, because most of them have very good products, and they should enhance their packaging,’ she added.

They visited various sites and learnt about industry trends and brand development in Malaysia. Their visits included the Malaysian Export Trade Development Corporation (MATRADE), which helps Malaysian companies to establish their presence in international Markets. They also visited the Halal Development Corporation, and myBatik Lifestyle Centre. During the visits, they learnt how different companies have developed and grew their brands, and were taught how they could develop and establish brand identities in their country.

Melaka was rated one of the most interesting sites by the group. Melaka is a well-established tourism attraction hub, with its history rich sites, and its unique culture and cuisines. The group learnt a lot from seeing how Melaka’s lucrative tourism industry provides a booming economy for the place.

The group thanked the University and Tan Sri Lim Kok Wing for creating the programme and for his dedicated contribution to Africa in general. The university’s international atmosphere made them feel welcome, and the foreign environment exposed them to new ideas. Mr Relicx Tsempet Shiolban, Principal Trade Promotion Officer of NEPC had only good words about the university and Tan Sri Lim Kok Wing. He said: ‘He is a man of vision, a man of creativity, a man of innovation. We need such man in the world. He has touched many lives, he has helped Africa a lot and he has integrated Africa and Malaysia. Even the university environment itself is wonderful. Learning from such an unconventional university is awesome.’

At the end of the programme, the participants were awarded certificates of completion by the university. They collectively said the programme was a great success in equipping them with the right knowledge and skills to be of better service to their clients. They also felt that the programme had taught them to see things in a new perspective, and to look into their country to see how they can contribute to the industry. Assistant Chief Trade Promotion Officer, Mr Akintunde Olagoke Folorunso said: ‘The training has been an eye opener. In Nigeria, we have a problem regarding branding, even the nation’s branding needs improving, and we have learnt that it takes a lot for a product to be marketable, and what we need to do is to improve on creativity and innovation.’

Among the three groups that have already attended the programme, seventeen delegates will be chosen to go for the next level of the training programme.