Dr Darlington Onojaefe obtained his doctoral degree in 2009 and is currently a Senior Lecturer and Head of Academic Programmes at the Graduate School of Business Management, Cape Peninsula University of Technology. Darlington’s research and teaching interest is in the application of marketing, brand and strategic management concepts in the domain of brand marketing, business strategy and market development. Dr Onojaefe has contributed to discussion, research and project implementation in partnership with business and public sector organisations. He has authored and co-authored several academic papers in peer reviewed journals and has presented conference and seminar papers in local and international conferences. Dr Onojaefe has supervised 10 Master and 2 PhD and examines Masters and Doctoral thesis in several universities and served as reviewer for academic journals and conferences. In 2005, Dr Onojaefe was a visiting research fellow at the Trinity College, University of Wales. He delivered seminar paper as a visiting academic, University of Brighton, University of Manchester and University of Hull, United Kingdom. He is a member of the Academic Advisory Committee of the Centre for Science and Industrial Research (CSIR) and Department of Science and Technology (DST) Conference on Sustainable Human Settlements. Darlington is Associate Member of the Institute of Marketing Management (IMM).