Brand Identity: Incorporating Mission, Vision, and Values

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After reading You Are Who You Say You Are – Building a Brand Identity Part I, review the videos Steve Jobs Introduces Think Different – Apple Special Event Excerpt (cc) and Steve Jobs Narrates the Think Different Ad (cc). Analyze and discuss the overarching branding concepts shared in these resources. Explain brand identity and the importance of expressing brand vision, values, and beliefs as opposed to specifically focusing on detailing product or service specifications.


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