Document Title: Marketing Definitions
Organization: Building Brands

Type of document: Article
Level: All Levels

Description: While this article is posted by a company whose business is branding, it offers one of the clearest definitions of a brand as "a collection of perceptions in the mind of the consumer."

Notes: This resource is from Hong Kong.

Website: www.buildingbrands.com

Document Title: Branding the Individual
Organization: Australia Council for the Arts

Type of document: Paper
Level: All Levels

Description: The Australia Council for the Arts says, "This paper by Heath McDonald and Julian Vieceli from Deakin Business School explores the value of branding the individual, basic branding principles, reasons to brand yourself and ways of going about it."

Notes: This resource is Australian.

Website: www.australiacouncil.gov.au

Document Title: Branding: From Cattle Ritual to Company Mandate
Organization: Theatre Communications Group

Type of document: Article
Level: Intermediate & Advanced

Description: "Branding: From Cattle Ritual to Company Mandate" by Jim Royce is an introduction to branding. Royce explains that branding is much more than just the brand expression of logos and graphics.

Notes: This resource is American.

Website: www.tcg.org