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Brands originated as proofs of ownership, such as those burnt onto cattle. They evolved to become the symbolic identity for goods and services. This easy identification, with logos and trademarks, became a short cut for quality and trust. People putting their services in the marketplace also became ‘brand names’. This used to a game only for the rich, successful, or notorious. But In the 21st Century anyone participating in the Web has a searchable identity. So whether we like it or not, we have a brand to cultivate. This course provides systematic ways of reviewing and implementing your existing and proposed brand identities, based on psychology and demography. Multimedia is now so affordable that a full Hollywood-style extravaganza is possible. So technology is no longer a constraint. Rather, the focus is on strategy to drive the use of the technology.
