As part of its commitment to fostering innovation, entrepreneurship, and student development, the “Aleksandër Moisiu” University of Durrës (UAMD), through the BECEE Project, organized a dedicated mentoring session entitled “Branding for Entrepreneurship” on 12 June 2026 at the Faculty of Business.
The session was led by Mrs. Aliona Zeqiri, businesswoman and Owner of the Business Lounge at Tirana International Airport (TIA), who shared her extensive professional experience in branding, travel retail, customer experience, and entrepreneurial development with students interested in transforming innovative ideas into sustainable and competitive business ventures.
The mentoring session aimed to provide participants with a comprehensive understanding of how successful brands are built and how branding serves as a strategic asset in entrepreneurship. Through an engaging and highly interactive format, students explored the fundamental principles of brand development, including:
- understanding brand identity
- value proposition and market positioning
- customer-centered branding
- effective brand communication
- sustainable competitive advantage
Throughout the session, students were introduced to some of the world’s most recognized brands and analyzed how companies such as Apple, Nike, Mercedes-Benz, IKEA, Patagonia, Rolex, and Hermès have created strong emotional connections with consumers by building brands that represent values, experiences, and identities rather than merely products.
A central message of the mentoring session was that successful entrepreneurship begins not only with a good idea but with a clear and authentic identity. Participants learned that a brand is much more than a logo or visual appearance, it is a promise, a perception, and a long-term relationship with customers. Through practical exercises and case studies, students were encouraged to define the purpose, values, customer focus, and competitive positioning of their own entrepreneurial ideas.
Particular attention was also given to the role of storytelling in branding, demonstrating how physical environments, destinations, hospitality experiences, and even cultural heritage can be transformed into powerful brand narratives. Drawing on real-world examples from tourism, retail, and destination branding, the session highlighted how meaningful stories create lasting value and differentiation in increasingly competitive markets.
One of the most valuable components of the workshop was the development of a Startup Brand Canvas, where participants were challenged to critically reflect on their entrepreneurial concepts by answering key strategic questions related to identity, purpose, customer value, brand promise, and competitive advantage. This exercise enabled students to translate theoretical branding concepts into practical entrepreneurial tools.
The activity aligns closely with the objectives of the BECEE Project, which seeks to strengthen entrepreneurial skills, innovation capacity, and business-oriented thinking among students across partner institutions. By connecting academic knowledge with professional expertise and real-world business experiences, the project continues to create opportunities for students to develop the competencies required to succeed in today’s dynamic entrepreneurial ecosystem. UAMD remains committed to supporting initiatives that bridge education, innovation, and entrepreneurship, empowering students to become future business leaders capable of creating impactful and sustainable ventures.
