Effective Branding For Competitive Advantage

Branding strategies, attributes of strong brand, Brand planning process, Brand choice criteria, brand pointers etc

What you'll learn
Learn the function of branding and it effect on business
Enable students to know more and understand the brand planning process and its effect on business
Learn how to use the appropriate branding strategies
Students will know the attributes of strong brands
Learn the brand elements choice criteria
Requirements
No Requirements
Description
Branding is the deciding factor and one of the elements that distinguish one organisation from another, In this era branding has become a big issue because, the better your brands are the more customers stick to you product/services. The name of one company brand rings a bell in the mind of their customers and competitors position their products to compete with best brands in the market. Just the name coca- cola wealth billions of dollars if the name is being sold today, this show you how brand is important as long as business is concern. it is important we understand the brand planning process to enable as brand effectively and efficiently. knowing the functions and benefits of the brand assist firms to invest in their brand and analyse it to know the wealth and strength of the brand.The psychological role branding play in the mind is very important. business must know the right branding strategies to use for market advantage.

Overview

Section 1: Introduction

Lecture 1 Introduction

Lecture 2 Introduction to brand functions

Section 2: The Five Stage Brand Planning Process

Lecture 3 Market Analysis

Lecture 4 Brand situation analysis

Lecture 5 Targeting future positions

Lecture 6 Testing new offers

Lecture 7 Planning and evaluating performance

Section 3: Branding Strategies

Lecture 8 Individual Names

Lecture 9 Blanket family names

Lecture 10 Separate family names for all products

Lecture 11 Corporate name combined with individual product names

Section 4: Attributes of strong brands

Lecture 12 The brand excel/ brand stays relevant

Lecture 13 pricing strategy/ the brand is properly positioned

Lecture 14 The brand is consistent and make sense

Lecture 15 The brand make use of the marketing activities

Lecture 16 The brand is given sustain support

Section 5: Brand Element Choice Criteria

Lecture 17 memorable / meaningful

Lecture 18 Like ability / Transferable

Lecture 19 Adaptable /Protectible

Section 6: Key Branding Pointers

Lecture 20 Brand salience / brand performance

Lecture 21 Brand Imagery / Brand judgement

Lecture 22 Brand feeling / Brand resonance

Lecture 23 Brand contact / Brand audit

Lecture 24 Brand Valuation / Brand Tracking

Section 7: Conclusion

Lecture 25 Conclusion

everybody,business students,professionals of business,brand managers,managers,companies,traders,self employed,marketers,salespeople