Like many areas of business, branding comes with its own language. It is best not to try to memorize branding terms, but to learn them by using them in a context. A course glossary is part of the lecture document and provides you with some brief definitions of major terms. After reviewing it, read the Marketing Theory article and identify one particular concept and a discuss how a company can apply this concept in terms of developing a brand. Write up your findings in a short review.

Guidelines for Submission: Short papers should use double spacing, 12-point Times New Roman font, and one-inch margins. Sources should be cited according to a discipline-appropriate citation method. Page-length requirements: 3–4 pages.

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