Strategic and Intercultural Branding

Course contents
  • 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
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