Syllabus

Artboard 5
Module 1

The What & Why of Brand

  • concept of brand
  • brand building
  • brands & consumers

In this introductory session we define the idea of brand and examine the all-important concepts behind building stronger brands. We examine what brands do for consumers and, consequently, the myriad advantages that building brand confers on an organisation. By the end of this first module all the key concepts and theories of brand will be clear.

  • Module length: 45 mins
  • Readings: 4
  • Study time: 2 hrs