The Art and Science of Brand Building
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# |
Module |
Length |
Takeaway / Content Summary |
1 |
Building Brands Buyers Love |
1H:00M |
Understand
|
2 |
Exercise: Brand Audit |
1H:00M |
Exercise: Execute a high-level brand audit of customer perceptions against what the brand is supposed to deliver. This is critical to understanding the current status of the brand. |
3 |
Brand Strategy, Promise, Positioning and Personality
|
2H:00M |
Understand the principles of
Exercise: Build draft brand promise, personality and positioning based on research and competition. |
4 |
Brand Identity & Sensory Branding
|
2H:00M |
Understand how to use these components of brand identity effectively
Learn how to manage Brand Extensions & Co-branding Exercise: Review company’s brand identity and identify opportunities for improvement. |
5 |
Brand Campaign and Brand Journey
|
1H:00M |
Understand the principles of IMC
Exercise: Map out a customer journey and apply appropriate media |
6 |
Brand Experience, Research, Tracking & Internalizing
|
1H:00M |
Learn the importance of managing all touch points of the brand experience. Understand appropriate types of research required to gain customer insights Understand the Brand Internalization Process Exercise: Identify the key research questions that, if answered, will move the brand forward significantly. |