Lynda - Branding Fundamentals

4h 37m | Video: AVC (.mp4) 1280x720 15&30fps | Audio: AAC 48KHz 2ch | 640MB

Genre: eLearning | Beginner | Language: English

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