Professor Gesa Birnkraut believes that to brand a project is to tell a story. In her lecture she speaks about brand conception and how it helps to reach new audiences, as well as shares main instruments and strategies of brand management.
After the lecture you will learn about:
— Why branding is telling a story of values and promises of quality
— Branding and social media – how to work with critique and feedback
— From your values to corporate culture – what else you should know about branding