Corporate Brand Management
Course Overview
Your brand is the vehicle that propels your product or service into your customer’s lives, and into their hearts. A good brand is much more than an attractive image combined with some witty type. Your brand must reflect the heart and soul of your product, and offer a promise that you can live up to. This course will get you started on the road to creating a perfect brand.
Learning Objectives
After you complete this course, you will be able to:
- Define what a brand is (particularly a strong brand) and what branding is about
- Define various types of brand architecture and brand extension
- Identify your brand’s products, the features of those products, and their values
- Write a mission, vision, and style statement for a brand
- Describe the basics of positioning a brand
- Understand the basics of creating a visual identity, including a brand name, slogan, and logo
- Help your employees live the brand by empowering them to be ambassadors and creating strong brand touch points
- Effectively plan an internal and external brand launch
- Monitor and evaluate your brand, and understand how to respond to the results
