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Contents

I. Introduction 2

II. Brand
1. Definition of Brand 3
2. What Makes a Brand Great 4
3. Brand as a Business Asset 6

III. Global brand
1. Globalization and Brand 7
2. Brand Building Focus on the Brand Identity 7

IV. Building Brand with Brand Advertising
1. Building Brand – The Role of Sponsorship 10
2. Building Brand – The Role of Web 13
3. Building Brand – The Role of Media Advertising 14

V. Conclusion 15

VI. List of References 16

I. Introduction
Since the early time, the conception of brand has marked a turning point in business whether it regards as brand identity, brand equity, or brand loyalty (Hart and Murphy, 1998). The brand now places a first impression in the product market. It sets what people consider and also determine whether the business will succeed or even fail. A brand, therefore, is the most important part of the business because the success of brand is......

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Approximate Word Count: 4506
Approximate Pages: 19 (250 words per double-spaced page)

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