Title

Brand and branding

Creator

Tsitoura, Dimitra

Abstract

This paper examines the concept of brand management by analyzing the meaning, elements and strategic role of branding. It explores how brands create value through functional, experiential and symbolic benefits, and how brand image, identity, and personality interact to shape consumer perceptions. The study also reviews key brand and branding strategies, including brand extension, multi branding and co-branding, highlighting their role across the brand lifecycle. Overall, the paper emphasizes the importance of aligning brand identity with consumer perception to build strong brand equity and sustain competitive advantage in dynamic market environments.

Keywords

brand strategy

brand identity

brand equity

Date Available

May 28, 2026

Type

Oral presentation

Course

MK3134 Brand Management

Instructor

Kapareliotis, Ilias

Session

Oral presentation

Location

Art Center Auditorium

Event

Year 2026 | 10th Annual Student Research and Creative Arts Symposium