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LinkedIn Learning

Advanced Branding (2016)

via LinkedIn Learning

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Overview

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Branding shouldn't be an afterthought. Learn how to build and maintain a more competitive company identity with these advanced branding strategies.

Syllabus

Introduction
  • The importance of branding
1. Components of Branding
  • What we mean by branding
  • What is the purpose of a brand?
  • What makes up a brand?
  • What is the brand system?
2. Brand Research
  • Create a brand strategy
  • Frame of reference
  • Conduct an internal brand audit
3. Brand Development
  • Brand positioning
  • Define a unique selling proposition
  • Create a vision statement
  • Brand personality
4. Brand Experience
  • Evaluate brand visuals
  • Select brand colors
  • Evaluate the brand language
5. Brand Touch Points
  • The influence of touch points
  • Branding through storytelling
  • Exploring the customer journey
6. Brand Management
  • Internal brand culture
  • Brand responsibility
  • Overcome damaging events
7. Brand Loyalty
  • Net promoter score
  • Brand promoters
  • Brand detractors
8. Brand Validation
  • What is brand equity?
  • How to measure brand equity

Taught by

Brad Batesole

Reviews

4.7 rating at LinkedIn Learning based on 1632 ratings

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