Topic 1 Introduction

When we think of the word “brand” we can easily think of images or symbols that represent something. But there is more to it that than meets the eye.

This unit gathers key information that will help learners to be prepared to answer the following questions:

▪What is a brand?

▪What are the main concepts and terminologies used in brand management?

▪What is brand management?

▪ What are the main steps to build and maintain a brand?