Advanced Branding (2016)

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