Browse Hierarchy BUS348: Creative Brand Marketing

Back to LS-BUSM-BUSM: School of Business and Management
¿Creating a true brand is one of the most powerful things any company can do to enhance its market power¿ (Elliott and Percy, 2007, preface). When a product-commodity becomes a brand, its use value is imbued with symbolic value that consumers deploy in constructing and maintaining their identities. The module draws on a diverse set of theories to understand current issues in brand management rather than merely relying on the cognitive, information-processing approach to branding.

Sorry, there are no lists here yet. You could try:

  • Clicking My Lists from the menu. Your course enrolled lists are stored here.
  • Searching for the list using the form below:

Lists linked to Creative Brand Marketing

There are currently no lists linked to this Module.