The goal of this lesson is to provide an overview of what a brand is and how it enhances the value of a business. It describes the various benefits of having a strong brand, using a well-known example to illustrate the effect a brand can have on customers. It then goes through the key considerations in understanding your current brand and developing a strategy for what kind of brand would be ideal for your business. The lesson provides examples of common tools used to develop a corporate identity and how a brand strategy is much broader than a marketing strategy.
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