Week 8 Discussion

Branding

Use the Wall Street Journal menu link to find a recent article that discusses some aspect of branding. Alternatively, your source may be any other business periodical (e.g., Forbes, BusinessWeek, The Economist) with an article that contains relevant information.

Provide a link or reference to the article. Then respond to the prompts below:

• Briefly summarize the key ideas discussed in the article
• Do your own experiences as a customer reinforce or challenge the ideas in the article?
• How do the ideas from this article apply to your company or workplace?
• Is the challenge of brand alignment across channels covered in this article?
  • If so, describe how it is discussed and explain its relevance
  • If not, should it have been included in the discussion? Why or why not?

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