MKT 500 Module 6 Discussion: Branding

View these videos by Duane Knapp, an authority of building genuine brand, which describe the significance of branding. Then review this audio (sections 7 and 8) from Knapp on the science of branding, building community brands, and international branding.

Share your previous perceptions of branding. Then describe what you now see as branding, considering the view from Duane Knapp and the readings in your textbook. How have these resources and those found during your own research modified your initial assumptions?