Mini MBA in Brand Management
Module 01

The What & Why of Brand

the concept of brand / brand equity / brand salience

We take a big step back to start with and ask the questions too often ignored; what are brands and why are they so important to the companies that create them and to the customers that experience them?

We go back thousands of years to the origins of brands and then fast forward to the latest brand theories so we are clear what a brand is, before we even start to manage one.