Leslie Lum's Introduction to Business: Readings and Workbook: "Module 3: Marketing"

Selling its products to make a profit is certainly something businesses desire, the next level up is making their business a household name or a brand.

Re-read the section on branding on page 190 of Module 3. Next, complete the "Individual Assignment: Branding" exercise on page 196. For this exercise, you will explore PBS's "Persuaders" website that discusses the branding of a failed airline. You will then write a personal reflection, which should be approximately 700–900 words.

Finally, complete the "Team Assignment: Starbucks Branding and Channels", starting on page 197. Instead of working as a team, remember that you will work as an individual to answer the questions in the assignment instructions.