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Marketing: Difference between revisions
→Creative Corporate and Marketing Communication
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=== Creative Corporate and Marketing Communication - Week 1 === | === Creative Corporate and Marketing Communication - Week 1 === | ||
'''[[w:Brand|Brand]]''' is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers." ( Wikipedia ) | * '''[[w:Brand|Brand]]''' is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers." ( Wikipedia ) | ||
The outward expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity. ( Wikipedia on [[w:Brand identity]] ) | * The outward expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity. ( Wikipedia on [[w:Brand identity]] ) | ||
* '''[[w:Problem-based learning|Problem-based learning]]''' ('''PBL''') is a student-centered [[w:pedagogy|pedagogy]] in which students learn about a subject through the experience of problem solving. ( Wikipedia ) | * '''[[w:Problem-based learning|Problem-based learning]]''' ('''PBL''') is a student-centered [[w:pedagogy|pedagogy]] in which students learn about a subject through the experience of problem solving. ( Wikipedia ) | ||
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=== Creative Corporate and Marketing Communication - Week 3 - Visual brand identity === | === Creative Corporate and Marketing Communication - Week 3 - Visual brand identity === | ||
'''[[w:Visual brand language|Visual brand language]]''' is branding terminology for a unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style. This "alphabet", properly designed, results in an emotional connection between the [[w:brand|brand]] and the consumer. Visual brand language is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications to both employees and customers. ( Wikipedia ) | * '''[[w:Visual brand language|Visual brand language]]''' is branding terminology for a unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style. This "alphabet", properly designed, results in an emotional connection between the [[w:brand|brand]] and the consumer. Visual brand language is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications to both employees and customers. ( Wikipedia ) | ||
'''[[w:Emotional branding|Emotional branding]]''' is a term used within [[w:marketing communication|marketing communication]] that refers to the practice of building [[w:brand|brand]]s that appeal directly to a [[w:consumer|consumer's]] emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or [[w:product (business)|product]]) that cannot fully be rationalized. ( Wikipedia ) | * '''[[w:Emotional branding|Emotional branding]]''' is a term used within [[w:marketing communication|marketing communication]] that refers to the practice of building [[w:brand|brand]]s that appeal directly to a [[w:consumer|consumer's]] emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or [[w:product (business)|product]]) that cannot fully be rationalized. ( Wikipedia ) | ||
== Strategic Business-to-Business Relationship Management == | == Strategic Business-to-Business Relationship Management == | ||