Branding of professional women in corporate South Africa

Abstract

Although South African companies seem to make an attempt to employ more women to meet the required employment quotas, not enough is being done to allow women to grow beyond certain levels in their jobs, and it appears that women are still under-represented at top management level in corporate S.A. Despite employment-equity laws, gender inequalities regarding representative male-female ratios in corporate S.A. still appear to be prevalent at executive level. A more representative profile of male-female ratios at executive level in corporate S.A. might contribute towards a higher level of bottom-line performance for any organisation. The underlying premise is that by recognizing and utilizing their human potential to the fullest, the under-utilised available female talents and skills can contribute towards a larger skills pool within the organisation. In an attempt to assist m bridging the gap of gender inequality in corporate S.A., professional women may be branded as a valuable company asset. For females to be accepted and recognized by corporate S.A. as a brand, it is important to position them as a brand. To position a brand means emphasizing the distinctive characteristics that differentiate that brand from its competitors in a way that appeals to its target market. Identity, quality, differentiation, guaranteed consistency and clear communication to the target audience are the cornerstones of the branding process. In order for female professionals to be identified as a successful brand. these elements of the branding process need to be adhered to. What have traditionally been perceived to be inherent female qualities appear to meet the demands of contemporary management and leadership paradigms in a way that adds benefit to any leadership or management role in corporate S.A.