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Advanced Branding (2016)

via LinkedIn Learning

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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

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4.7 rating at LinkedIn Learning based on 1632 ratings

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