Words are at the forefront of brand identities. They come first to solve brand problems, to define a brand purpose, brand name, brand language, and to create a consistent and long lasting relation with a brand audience. As an end result they increase brand value, through relevant differentiation.
The program will therefore address overall branding questions offering a unique angle on the importance of words:
when defining a brand and its reason for being,
when helping a brand expressing itself,
when implementing a brand and engaging its audiences.
Pierre NABHAN,Valentin JOOS
Enseignement électif
English
NC
Course taught in English Language: at least a level 4 in English language is required to register
Autumn and Spring 2024-2025
20 % individual participation (during the sessions and the group project) 45% individual presentation of a case study 35% collective – evaluation of the work done for the group project
12 x 2h00
Positioning, The Battle for Your Mind - Al Ries & Jack Trout