Overview
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Lay the foundations for a successful brand. Learn how to develop and launch a brand and measure its success.
Syllabus
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Introduction
- Building a successful brand
- What you should know before watching this course
- What is a brand?
- Understanding why brands are important
- Understanding the branding process
- Identifying your core values and purpose
- Creating brand drivers
- Deciding on what to brand
- Designing your brand architecture
- Identifying the brand personality
- Identifying your customers
- Understanding your customers' beliefs
- Developing your brand promise: The value proposition
- Developing the brand's name
- Creating the brand look and feel
- Creating the brand promise touchpoints
- Identifying the internal channels
- Creating the brand book
- Linking the brand to product and service design
- Identifying the external channels
- Expressing the brand in digital and social channels
- Expressing the brand through packaging
- Creating branded spaces and environments
- Understanding brand performance
- Managing brand equity
- Mastering your branding skills
