Creative Brand Management From Concept to Culture
Learn About Business with a Social Science Perspective
Creative Brand Management From Concept to Culture is a first edition textbook written for the Monterey Peninsula College Creative Brand Management course BUSI 89. Students are encouraged to develop a creative personal brand by thoughtfully engaging with dimensions such as vision, culture, gender, sexuality, race, and identity. This chapter explores brand concepts through the lens of personal brand management, drawing inspiration from renowned performing artists such as Taylor Swift, Beyoncé, Sabrina Carpenter, and Olivia Rodrigo. Learners will apply these principles to shape and refine their own personal brand, product, service, business, or creative concept. The goal is to understand how to build a compelling brand that not only attracts attention but also establishes influence and longevity within an industry.
Author(s): Lindsay Peelman, Stephanie Roy, and Sophia Alexakos
CC BY-NC-ND BY: Credit must be given to the creator.
NC: Only noncommercial uses of the work are permitted.
ND: No derivatives or adaptations of the work are permitted.
© 8/1/2025
Textbook by Chapter and Audiobook on YouTube
While the text is fully finished, the audio recordings are still being recorded and edited. My goal is to ensure that both formats are always available together for equity, so that every student can access the material in the way that best supports their learning. The full textbook is available for download, or you can view each chapter separately.
If you find any ADA issues with the textbook or audiobook please reach out to me, I am happy to correct them. All diagrams, tables and images have ALT text, the PDFs are screen reader friendly, and the audio book version consistent with reading the book while supporting closed captioning. If that is not your experience , report it.
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Breaking the Glass Ceiling
New Textbook Coming Summer 2026, if you are a student interested in interning on this project contact me.