Tauheed is a Brand Demystifier. His mission is to help people make sense of branding concepts and facilitate their applications in real-life contexts. For several years, he has been assisting students, managers, entrepreneurs, and nonprofit activists in using branding approaches to tackle diverse organisational and communication issues in an ethical and sustainable way. He has also conducted specialized workshops in various aspects of branding such as city brand positioning or personal brand building. His doctoral research explored brand-beneficiary relationships within a healthcare charity context and his current research interests revolve around the topics of brand communities and brand experiential enchantment. He is also actively looking to develop cross-cultural brand research collaborations globally. He is originally from the island of Mauritius where he worked for the United Nations Development Programme as well as for the local agency affiliate of the Foote, Cone & Belding (FCB) global advertising network.
PROMOTIONAL CULTURES & COMMUNICATION CENTRE
Faculty of Media & Communication, Bournemouth University