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

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

Read the section on branding on page 190. Then, complete the individual assignment on branding on page 196. For this exercise, you will explore the PBS "Persuaders" site, which discusses the branding of a failed airline. You will then write a personal reflection of approximately 700–900 words.

Finally, complete the assignment on Starbucks branding and channels on page 197.