Branding - creating and managing your corporate brand - e-book

Learning Outcomes

• Define what a brand is (particularly a strong brand) and what branding is about
• Define various types of brand architecture and brand extension
• Identify your brand’s products, the features of those products, 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