ASDA case study examines how branded communication works, by deconstructing the communication process into its component parts, and by exploring the brand as the neuroscience underpinning such process. Standard theoretical models are introduced to explain branding as both a creative and strategic process and examples are shared on how communicators apply this knowledge in related commercial contexts. The main focus was the ASDA GEORGE fashion line which has a lot of potential to be prominent and recognised within GEN Z.

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