Tag Archives: branding

The impact of social media on the purchasing process

My students of the Visual Literacy for Management course just gave excellent presentations at Interbrand Zurich on the topic of social media and purchasing process. At Interbrand, the largest brand consultancy in the world, Dr. Jürgen Häusler gave us very interesting insights on branding and on his approach/philosphy. Then the students amazed us with insightfulContinue reading “The impact of social media on the purchasing process”

Start-ups’ branding

Our article “Brand new ventures? Insights on start-ups’ branding practices” has just been published by the Journal of Product & Brand Management (Vol. 19 Iss: 5, pp.356 – 366, 2010). The paper aims to shed light on the specificity of branding approaches for young companies for the reason that branding is a crucial activity forContinue reading “Start-ups’ branding”