The specific availability for this course is not currently known. If you would like to know if this course will be offered during your session, please contact us.
Brand is one of the strategic intangible assets that allow
companies to achieve competitive differentiation in global and local markets.
The course is aimed at illustrating the basic principles related to brand and
brand equity. In particular, the changes in consumer behavior brought about by
post-modern society require new emotional and activating branding strategies
focused on consumer engagement. Such strategies include the use of experiential
marketing tools, marketing events, branded entertainment techniques, innovative
storytelling advertising and ambient communication policies (from out-of-home
to guerrilla marketing). These tools will be analyzed and illustrated with
examples related to the most innovative Italian companies.
