In our culture, image is about conveying success. It is what makes us want to buy a brand or vote for a candidate. Course explores the powerful role of imaging, the use of trademarks as a vehicle to convey a corporate image, and how a "marketable personality" (for a product, service, organization, or individual) is defined, developed, and communicated. Examines strategies for balancing the emotional and rational factors of a message, finding a position with "soul," and using research to full advantage in relation to image failure and crisis management. A look at how imaging is affected by the exploding world of media and how it influences the corporate bottom line. Video and audio presentations and case studies provide stimulating examples. Students will better understand the imaging process and develop the know-how to evaluate and use it.
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