«A brand is a product or service with personality. The brand manager is his counselor, psychologist, bodyguard, personal trainer or coach.»
With the huge amount of advertising messages and promises, it is increasingly hard to surprise a group of individuals, to persuade consumers. The effectiveness of the communications depends on the quality of its strategy.
The Brand Management lays the foundations of strategic planning applied to communication and brand management. Identifies the principles of consumer insightology and positioning on communication terms: “where am I? and where can or should I go?”.
Reflects on identity, image and brand value – brand equity. And makes the link between communication strategy and creative strategy.