Course Overview

What Will Students Learn?

• Define what a brand is and what branding is about
• Define various types of brand architecture and brand extension
• Identify your brand’s products, its features, 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 touchpoints
• Effectively plan an internal and external brand launch
• Monitor and evaluate your brand, and understand how to respond to the results.

What Topics are Covered?

• Defining branding
• Creating a mission and vision
• Positioning your brand and developing your style
• Developing a brand name and slogan
• Creating a visual identity
• Living your brand and connecting with customers
• Launching your brand
• Taking your brand’s pulse
• Measuring brand health with a balanced scorecard, SWOT analysis, and Middleton’s brand matrix
• Interpreting evaluation results