Strategic Brand Management

Description
The process of strategic brand management utilizes an analytical approach to achieve branding goals. By incorporating both right brain and left brain thinking, strategic brand management creates a unique combination of creative business strategies. Through the integration of these creative business strategies with traditional business management skills, a more effective brand management plan arises. This course provides an extensive and comprehensive overview of all the processes that go into strategic brand management.

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Course Outline Runtime: 3hr. 8min. Lessons: 66- The course is delivered in Micro Learning Video Modules outlined below

Welcome

Introduction

Introduction to Branding

Overview
History of Branding
What is a Brand?
What is Brand Identity?
When Is Branding Needed?
Brand Story
The Importance of Branding
Chapter Summary

Research - Knowing the Consumer

Overview
Methods of Research
Types of Research Strategies
Marketing Research
Consumer Segmentation
Chapter Summary

Brand Strategy

Overview
Building a Strategy
Vision
Core Values
Market Analysis
Positioning
Chapter Summary

Marketing Concepts

Overview
Development of Marketing
Principles of Marketing
Product
Price
Pricing Strategies
Channels of Distribution
Promotion
Chapter Summary

Creative Strategy - The Elements of Branding

Overview
First Impressions
Elements of Branding
Graphic Standards
Brand Touchpoints
Brand Architecture
Types of Branding
Chapter Summary

Generating Brand Awareness

Overview
Planning and Testing
The Launch
Business Packaging
Online Identity
Environmental Design
Advertising
Integrated Brand Communications
Co-Branding
Chapter Summary

Evaluating Brand Effectiveness

Overview
Brand Value as % of Market Capitalization
Three Basic Areas to Measure
Other Things to Consider
Performance of Touchpoints
Chapter Summary

Managing the Brand Over Time

Overview
Models of Organization
Employee Education
Internal Team
Consistency and Commitment
Who Needs Access
Differing Points of View
Expansion
Revitalization
Brand Stewards
Chapter Summary

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Course Certification

We award every participant who successfully completes our course final exam a Certificate of Completion, acknowledging their participation and completion in one of our courses.
After completely viewing the course, a Certification Test becomes available to ensure the user’s proficiency in the subject. To successfully complete the test you must score 80% or higher (we allow multiple attempts). Once successfully completed you may save or print your certificate at no extra cost.