Introduction: What is a brand and what is branding?


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.

Related documents:

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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