Brands and Branding

Ref : BM0044PSH01

Theme : Branding

Contributor : Peter Schmidt-Hansen

Peter Schmidt-Hansen is a lecturer at the University of East Anglia in the UK, with many years’ experience of manufacturing, marketing and branding. Apart from being a brand expert, he also loves cooking, cycling and supporting The Canaries ! For people who don’t know this is Norwich FC in the Premiership.

Video Summary

Brands are big business. Brands are everywhere. Brands are born and brands die.
This video introduces brands and looks at why they are the most compelling business idea of the 21st century.

Learning Objectives

- Why are brands important to consumers and business ?
- How is the world of branding changing ?
- What should managers do to build successful brands ?

Key Words

Brands, branding, consumers, big business, brand building