Material Detail

Fundamentals of Branding

Fundamentals of Branding

Course description

This course aims to provide fundamental knowledge of branding. The course introduces key concepts in branding, including brand identity, brand image, and brand personality. It also addresses how the STP (Segmentation, Targeting, and Positioning) notion is relevant to strategic branding, ensuring that the brand is positioned in ways that are relevant to the target segment(s). Furthermore, this course...

Show More


More about this material


Log in to participate in the discussions or sign up if you are not already a MERLOT member.