This lecture is an introduction to the course and the principles of branding and brand management. It intents is to give a definition of the key terms related to brand and branding (marleting mix, brand, branding, storytelling,etc.) and to show the interest and the extent of the unit.
|No Logo_Naomi Klein
|Glossary of Terms
|Global Brand Strategy: unlocking branding potential across countries, cultures and markets, Sicco van Gelder, 2003
|The Language Of Branding: 'Brand', Brad Van Auken, 2007