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LinkedIn Learning

Branding Foundations

via LinkedIn Learning

Overview

Lay the foundations for a successful brand. Learn how to develop and launch a brand and measure its success.

Syllabus

Introduction
  • Building a successful brand
  • What you should know before watching this course
1. Understanding Branding
  • What is a brand?
  • Understanding why brands are important
  • Understanding the branding process
2. Defining the Brand
  • Identifying your core values and purpose
  • Creating brand drivers
  • Deciding on what to brand
  • Designing your brand architecture
  • Identifying the brand personality
3. Positioning the Brand
  • Identifying your customers
  • Understanding your customers' beliefs
  • Developing your brand promise: The value proposition
4. Expressing the Brand Identity
  • Developing the brand's name
  • Creating the brand look and feel
  • Creating the brand promise touchpoints
5. Communicating the Brand: Internally
  • Identifying the internal channels
  • Creating the brand book
  • Linking the brand to product and service design
6. Communicating the Brand: Externally
  • Identifying the external channels
  • Expressing the brand in digital and social channels
  • Expressing the brand through packaging
  • Creating branded spaces and environments
7. Measuring Brand Performance and Value
  • Understanding brand performance
  • Managing brand equity
Conclusion
  • Mastering your branding skills

Taught by

Drew Boyd

Reviews

4.7 rating at LinkedIn Learning based on 669 ratings

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