In a country such as South Africa, where unemployment is rife, entrepreneurship and
entrepreneurial activity plays a vital role in assisting to boost the economy. However these
entrepreneurial ventures face overwhelming odds in terms of actually surviving in this
competitive and cutthroat context. The FNB/GIBSs report says that, "start-ups fail at a rate of
about nine in ten in the first two years of operation" (Mafoyane, 2015). This study aims to delve
into the branding aspect of these entrepreneurial ventures in Cape Town, South Africa. Branding
is a crucial element of any business and is directly linked to the success of a business. This
research aims to understand what methods are effective in branding an entrepreneurial venture in
this specific context of Cape Town.