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Building a trusted brand with Bournemouth University’s Associate Professor, Dr Chris Chapleo #S2E2
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Creating a brand is often considered as the customer-facing image of the business, but the visuals are just the tip of the iceberg. Associating the right values with your imagery, and backing that up through business operations and decisions is equally vital to create a brand that people know, remember and, most importantly, trust.
In episode 2 of The Dorset Growth Hub podcast, we hear from Associate Professor in Societal Marketing, Dr Chris Chapleo from Bournemouth University, whose extensive career in academia, industry and research has equipped him with a comprehensive understanding of societal marketing, and the co-creation that occurs in the branding process.
This episode of the Dorset Growth Hub podcast covers:
- Creating associations with brand image
- Measuring a brand through awareness, finance and distinctiveness
- Personal vs corporate branding
- How branding can help struggling sectors right now
- Telling a story through branding
- The issue with trying to appeal to everyone
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