The Department of Management Sciences at SZABIST University Islamabad hosted Brand Story, an innovative theatrical showcase on, where students of the Consumer Behaviour course transformed marketing concepts into engaging live performances. The event provided a unique experiential learning platform that combined creativity, strategic thinking, and consumer psychology.

Supervised by Sana Asad, students conceptualized, scripted, and performed original skits based on real-world branding challenges. From selecting globally and nationally recognized brands to developing characters and realistic marketing scenarios, participants demonstrated how businesses make strategic branding decisions in today’s competitive marketplace.

The performances featured well-known brands, including Spotify, foodpanda, Hico Ice Cream, Shan Foods, Cheezious, and PakWheels. Students assumed the roles of brand managers and consumer strategists, illustrating how brand perception, emotional connections, and psychological triggers influence consumer decision-making.

Each presentation explored branding from two distinct perspectives. One series of skits portrayed strategic discussions within brand management teams, highlighting the decision-making process behind marketing campaigns. The second followed consumers through their daily routines, demonstrating how brands naturally become part of everyday experiences from morning to evening and shape purchasing behavior over time.

Participants were evaluated on the accuracy of marketing concepts, creativity, storytelling, and their ability to articulate strategic insights during post-performance discussions. Beyond academic assessment, the event fostered collaboration, critical thinking, communication, and presentation skills while creating an engaging environment where theoretical knowledge was transformed into memorable real-world experiences.

Through experiential learning initiatives like Brand Story, SZABIST Islamabad continues to empower students with practical marketing expertise, preparing future business professionals to understand consumer behavior, develop effective brand strategies, and lead innovation in the evolving world of marketing.