Strategic and Intercultural Branding

Lehrinhalte

Introduction to Branding
Why Brands matter- Breadth and depth of Branding
Myths and Meanings (Titanic as a Brand)
Brand Storytelling
Brand Strategy
Troublemaking Brands
Brand Resonance and Equity
Living Brands
Socio-cultural Brand revitalisation
Brand personalities
Brand architecture and Brand extensions
Brands and their competitors (a global perspective)
Brand and the consumer
Country Branding: the nation as imagined community
Nation Branding campaigns
The Future of Brands - Brand Management in the digital age
Co-Branding and Brand mistakes
Brands and self-expression/brand communities

Studiengang

Master's program International Business & Law