To develop an integrated brand communication strategy for Tshepo Jeans, focusing on enhancing consumers’ perceptions of Proudly South African products. The goal is to increase sales of this premium South African fashion line by the end of December 2021, whilst enhancing the reputation of South African products in general. Strategically, the stronger the brand is in South Africa, the more likely it is to succeed in the foreign markets identified by Tshepo for brand growth.