Brand Management – 370 | IES Abroad [Video]

As a powerful tool for creating lasting value for a company and its customers, the brand is one of a firm’s most important assets. Brand plays a central role not only in defining a company’s market positioning but also in communicating its identity and differentiating it from competitors. To manage and leverage a brand’s force, companies thus must pursue, develop, and implement branding strategies that allow them to successfully highlight and mobilize their values, core competences, and marketing capabilities.  

The city of Milan offers a useful entry point for studying branding, as it is home not only to some of the most well-known Italian brands (e.g. Prada, Armani, UniCredit Bank, Campari, Luxottica) but also to the many multinational corporations that have chosen the city as their Italian or European headquarters (e.g. General Electric, Samsung, Amazon, Microsoft, Google, Starbucks, Ikea). Indeed, according to Il Sole 24 Ore, Italy’s principal financial newspaper, …