Branding Brand Management with Dekker Branding Strategy
What you’ll learn
MBA Level Branding
Branding
Brand Management
Branding Strategy
Brand Tactics
Luxury Brand Management
Fashion Branding
B2B Branding
B2C Branding
How to Grow Your Brand
Requirements
Moderate level of understanding of marketing and branding
Description
Top MBAs are expensive, time-consuming, and extremely difficult to get into. My goal with this course is to give you an MBA level of understanding of branding and brand management. Learn from a former Global Brand Manager at Sony PlayStation who studied brand management at Philip Kotler’s Kellogg School of Management and has helped countless startups with their branding. If you sell marketing services, this gives you a sophisticated edge over other marketers. If you’re a marketing manager, this gives you a strategic understanding of the role of branding. If you’re a founder, this course will show you how to catapult your company to fame. This course focuses specifically on branding, brand marketing, and brand management. This is not a general course on marketing. I’ll lay out all the foundations of brand strategy and brand tactics, while exploring several case studies both from my hands-on experience as well as my research. This course is built on my personal experience developing and marketing brands, my academic experience, and branding research from myself and others. I’ll dispel commonly held myths about branding and give you a solid, reliable resource for understanding brands so you aren’t relying on flaky Internet resources. Case study on the luxury brand management & fashion marketing leader LacosteKey lessons in fast brand growth, such as the substantial role of influencer marketing & branding partnershipsMy hands-on experience in managing some of the top global brands across the USA, UK, Japan, and CanadaFMCG / CPG brand management considerationsB2B brand management driversBrand management lessons that apply to business-to-consumer and business-to-business (B2B) brandingHow to drive word-of-mouth for your brand using highly efficient branding tactics and strategiesHow to enhance key outcomes such as brand awareness, revenue, excess share of voice, reach, and frequency–both conceptually and through advertising channels such as Facebook and LinkedInHow to penetrate a new market quickly to build brand credibility and awarenessHow to leverage associations to establish a brand that doesn’t yet have credibilityHow to develop a comprehensive branding and brand marketing strategyKey branding sections:How Brands GrowBrand Management Lessons from LacosteBranding StrategyBranding TacticsMacro Business Perspective of BrandingRaising Brand Awareness B2B Branding Personal BrandingBranding success starts with this course, which serves as a branding guide and mini MBA in branding, brand management, brand marketing, branding strategy, branding success, big brand strategies, and business branding.
Overview
Section 1: Key Branding & Brand Management Lessons
Lecture 1 Introduction to Branding Course
Lecture 2 The Most Important Thing with Branding
Lecture 3 Building a Story Brand
Lecture 4 7 Rules for Brand Growth
Lecture 5 Brand design
Lecture 6 Brand design example
Lecture 7 Word of Mouth Brand Marketing
Lecture 8 Consequential Word of Mouth
Lecture 9 4 Brand Management Lessons from Bud Light
Lecture 10 Differentiation vs Distinctiveness
Lecture 11 RED Marketing
Lecture 12 Brand World
Section 2: Brand Management Lessons from Lacoste
Lecture 13 Introduction to Branding with Lacoste
Lecture 14 Key Influencers
Lecture 15 Assignment: Brand Partnerships
Lecture 16 Brand Collaborations
Lecture 17 Brands Vs Products
Lecture 18 Assignment
Lecture 19 Visual Identity Is More than a Logo
Lecture 20 How Does Your Brand Create Value?
Lecture 21 Assignment
Section 3: Brand Strategy / Branding Strategy
Lecture 22 Strategy
Lecture 23 Target market
Lecture 24 Personas
Lecture 25 Value proposition
Lecture 26 Customer value proposition
Lecture 27 Positioning, customer value, and campaign ideas
Lecture 28 4Ps
Lecture 29 Changing a brand
Section 4: Brand Tactics (Branding Tactics)
Lecture 30 Logo evolution example
Lecture 31 Brand sounds
Lecture 32 Brand sounds example
Lecture 33 Brand naming
Lecture 34 Motto / slogan
Lecture 35 Brand extensions
Lecture 36 Brand architecture
Lecture 37 Workbook 1 [Brand Strategy]
Lecture 38 Workbook 2 [Brand Tactics]
Lecture 39 Brand Tactics Assignment [Personal Branding]
Section 5: How Brands Grow
Lecture 40 Notes from Byron Sharp
Lecture 41 How Brands Grow Part 1
Lecture 42 Case Study: Airbnb
Lecture 43 Marketing Laws
Section 6: The Macro Level Business View of Brands & Branding
Lecture 44 Brands are not sustainable competitive advantages
Lecture 45 Branding is more important in some contexts than in others
Section 7: Raising Brand Awareness, Ad Recall & Purchase Intent
Lecture 46 Stages of Awareness
Lecture 47 Raising Awareness through Video
Lecture 48 Raising Brand Awareness with Facebook Advertising
Lecture 49 Awareness Campaign Example – B2B
Lecture 50 Reach & Frequency
Lecture 51 Brand KPI Benchmarks
Lecture 52 Ad Recall & Purchase Intent [Facebook Data]
Lecture 53 Repetition
Lecture 54 Brand Marketing Measurements & Mistakes
Lecture 55 A Million Impressions Campaign Example
Section 8: Important Branding Notes
Lecture 56 Influencer Video
Lecture 57 What Is a Brand Manager?
Lecture 58 Limitations of the 4Ps
Lecture 59 Marketing Small Vs. Large Companies
Lecture 60 Positioning
Lecture 61 Creative: Direct Response & Brand Marketing
Lecture 62 The consumer journey, go-to-market
Lecture 63 Research, metrics, and advertising
Section 9: B2B Branding
Lecture 64 Out of Market Buyers
Lecture 65 Mascots & Emotions in B2B Branding
Lecture 66 B2B Creative Branding
Lecture 67 Make Your B2B Brand FAMOUS
Lecture 68 Other Lessons from the B2B Institute
Lecture 69 B2B Branding for SAAS
Lecture 70 Brex Example
Section 10: Personal Branding
Lecture 71 Rule #1 of Personal Branding
Lecture 72 Assignment
Lecture 73 What LinkedIn Teaches Us about Branding
Lecture 74 More on Personal Branding
Lecture 75 Assignment
Lecture 76 Personal Branding 3
Lecture 77 Fashion Matters!
Lecture 78 Iconic Fashion for Building a Personal Brand
Lecture 79 Assignment
Lecture 80 When Branding Matters More
Lecture 81 Life Coach Case Study + Psychology & Influence
Lecture 82 Your Comprehensive Personal Branding Plan
Lecture 83 Personal Branding CASE STUDY
Lecture 84 Assignment
Lecture 85 Influencer Outreach
Lecture 86 Strong Point of View
Lecture 87 BLOCKBUSTERS
Lecture 88 Being the Best Does Not Matter
Lecture 89 The FASTEST Way to Raise Your Brand Awareness
Lecture 90 ASSIGNMENT
Lecture 91 How to Be More Likeable
Lecture 92 Shark Tank
Lecture 93 Assignment
Lecture 94 11 Ways to Build Your Personal Brand [Harvard Business Review]
Lecture 95 Professional Service Personal Branding
Lecture 96 Assignment
Lecture 97 Dan Lok
Lecture 98 Appendix
Lecture 99 New! LinkedIn Thought Leader Ads
Lecture 100 LinkedIn Thought leader Example
Lecture 101 Lessons from Grant Cardone
Section 11: Becoming Famous
Lecture 102 Reach 1
Lecture 103 Reach 2
Lecture 104 Reach 3
Lecture 105 Reach 4
Lecture 106 Reach 5
Lecture 107 Collaborators 1
Lecture 108 Collaborators 2
Lecture 109 Collaborators 3
Lecture 110 Collaborators 4
Lecture 111 Collaborators 5
Lecture 112 Hit Makers 1
Lecture 113 Hit Makers 2
Lecture 114 Blockbusters 1
Lecture 115 Blockbusters 2
Section 12: Lessons from One Million Followers
Lecture 116 One Million Followers A
Lecture 117 One Million Followers B
Lecture 118 One Million Followers C
Lecture 119 One Million Followers D
Section 13: Recommended Branding Resources – Video
Lecture 120 Resources
Lecture 121 Personal Branding & more
Marketers,Marketing Managers,Brand Managers,Entrepeneurs,Aspiring Brand Managers,Brand Marketing Managers,Marketing Consultants,Marketing Agencies,Influencers
Course Information:
Udemy | English | 9h 28m | 4.99 GB
Created by: Dekker Fraser, MBA
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