Communications: Advertising & Branding

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Branding, the art and science of creating a brand that holds consumer value, represents the essence of the product you are selling, and supports all the other elements of the marketing package.

Branding Overview (American Marketing Association)
Principles of Financial Services Branding (American Marketing Association)
Integrated Brand Communications (American Marketing Association)
Returning to Brand Relevance (American Marketing Association)
Five Steps to Building a Cultural Brand (American Marketing Association)
A New Brand of Marketing (American Marketing Association)
Media Barter and Brand Marketing (American Marketing Association)
Corporate Branding Unifies Product Lines (American Marketing Association)
Jumping on the Brandwagon (American Marketing Association)
Principles of Brand Asset Management (American Marketing Association)
Branding on the Internet (American Marketing Association)

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