Which is More Important: Brand or Product?

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From the course by IE Business School
From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
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From the lesson
The Brand Analysis
In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.

Meet the Instructors

  • Brian Hallett
    Brian Hallett
    Associate Professor
    Master in Visual and Digital Media

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