Get a framework for branding, and learn how to develop and launch a brand and measure its success. This course explains how to define and position a brand and communicate the brand effectively internally, to employees, and externally, via social media, PR, advertising, packaging, and other channels. Author Drew Boyd, a marketing expert with over three decades of experience, then explains how to measure brand performance in categories such as authenticity, relevance, differentiation, consistency, presence, and understanding. The course concludes with solid steps for periodically reviewing the brand and its effectiveness, especially when there are significant changes that could impact the brand.
LEVEL – Beginner
COURSE TOPICS:
Identifying your core values and drivers
Linking your business model to the brand
Identifying customers
Developing your brand promise
Expressing brand identity
Creating a brand book
Expressing brand in social channels, through advertising, and in packaging
Measuring brand performance
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LEARN THIS COURSE FOR FREE *10 days of free unlimited access to “Branding Fundamentals”
Instructor’s Welcome Note:
– Creating and managing brands is one of the most important and challenging activities in all of marketing. A brand can be an enormously valuable asset for your company if it’s done properly. In fact, for some companies, brands are the single most valuable asset the company owns. I’m Drew Boyd and I’ve been in the marketing profession for over 30 years. I teach branding to graduate students and I help companies improve their branding effectiveness.
In this course, I’ll share with you a step-by-step process for creating a brand, linking that brand to your company’s core values, and launching the brand into the marketplace to get it working for you. Whether you have existing brands, or you’re starting from scratch to create a new one, this course features the tools and frameworks needed to build brand equity. Strong effective brands give you a competitive advantage in the marketplace and help you weather the storms of market competition and other challenges.
Like marketing, branding is an exciting career field of its own, but it takes talent and dedication. Through the concepts I’ll share with you in this course, you’ll begin to develop the skills to create successful and authentic brands.
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