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CodeSignal

Beyond the Logo: Defining a Brand

via CodeSignal

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Overview

You'll establish a solid foundation in branding by distinguishing a true brand from logos, products, and campaigns. You'll apply the Brand Triangle and Brand Iceberg to understand how perceptions form, explain the psychology behind brand loyalty, and map the touchpoints that shape how customers experience a brand.

Syllabus

  • Unit 1: Defining the Brand
    • Distinguishing Brand From Its Elements
    • Defining Brand Beyond the Logo
    • Defining Brand as Total Impression
  • Unit 2: Reading the Brand Iceberg
    • Sorting the Brand Iceberg
    • Auditing the Brand Iceberg Below Churn
    • Coaching Beneath the Brand Surface
  • Unit 3: Diagnosing the Brand Triangle
    • Mastering the Brand Triangle
    • Diagnosing Gaps in Brand Alignment
    • Realigning the Brand Triangle
  • Unit 4: Psychology of Brand Loyalty
    • Why Customers Choose Brands
    • Making a Business Case for the Brand
    • Coaching Loyalty Across Brands

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