Intro : Principles of Brand Management

This video outlines the definition of brand as a mix of functional and emotional values which enables the company to offer consumers a unique personal experience, creating ways in which these consumers buy and use brand products to make a statement about themselves, to express symbolically their self- identity. Further on, we analyze how company culture and country culture interact and support each other through brands, strengthening a key element in brand management which is the trust relationship they build between the organization and the customer.

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