Lectures at Tsinghua University in China.

08.09.04 | Creative Brand Concepts - Beijing 

Alexander Rufenach lectures in strategic brand communication on a postgraduate marketing course at the renowned Tsingua University.

In the module entitled Creative Brand Concepts, which is being offered in the winter semester 2004/2005, students will learn to plan, evaluate and professionally implement communications strategies and campaign solutions.

What gives a brand its particular attractiveness? What is a core concept?
Why is this essential in maintaining a strong market position? How do brands function in today’s China?

Analysis of brand communications solutions from national and international benchmark campaigns. Independent conception and design of communications concepts within pre-defined brand and market landscapes. Adaptation and realization of market-relevant solutions with emphasis on print and outdoor advertising, packaging and literature.

www.qinghua.edu.cn