Branding Fundamentals

By: Drew Boyd

Duration: 1h 26m

Released: Feb 10, 2015

Description:

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.

Topics include:

• 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

Contents:

Introduction – 3m 3s

1. Understanding Branding – 9m 37s

2. Defining the Brand – 20m 25s

3. Positioning the Brand – 9m 30s

4. Expressing the Brand Identity – 10m 59s

5. Communicating the Brand Internally – 9m 42s

6. Communicating the Brand Externally – 13m 41s

7. Measuring Brand Performance and Value – 6m 22s

Conclusion – 3m 23s

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