Online Brand Management eLearning

STRATEGIC BRAND MANAGEMENT STRATEGIC BRAND MANAGEMENT  more...

Brand Management for Social Media Wireless Technologies ...Brand Management for Social Media & Wireless Technologies The brand tenets of the past (notably control and predictability) are no longer valid. Ever-increasing consumer power, driven by social media and other web-based and wireless technologies, is having a significant impact on brand effectiveness and brand staying power. Consumers are now key drivers for corporate brand strategy. Brand  more...

Building Lasting Customer-Brand Relationships ...g Lasting Customer-Brand Relationships The focus of brand management today is on building lasting relationships between a brand and its customers. Effective brand relationship management involves knowing a brand's customers and being aware of their changing needs and behaviors. It also involves looking for new ways to deepen the attachment between a brand and its customers. This course  more...

Developing a Brand Internally Developing a Brand Internally Many brands fail to deliver what they promise because of a lack of internal focus and engagement in the brand development process. If your employees and organizational culture aren't aligned with your brand, you'll likely fail to deliver the full value potential of your brand. Internal engagement is increasingly being viewed as not only key to effective brand  more...

Global Brand Management ...Brand Management Extending a brand globally is an intricate process that requires thorough research and preparation, organizational commitment, and a strong understanding of the risks and rewards associated with taking a brand global. This course outlines how to best approach global brand development by outlining how to carry out essential international market research and internal  more...

Introduction to Brand Management There are three ingredients every company needs for branding success: a brand manager, a brand, and the consumer. But how do these ingredients relate and what are they comprised of that makes them so important? This course will demonstrate how each ingredient reacts to the other in order to create a valuable, long-lasting brand. First, you will learn about the responsibilities of a brand manager,  more...

Building Brand Equity Every time a corporate merger or buy-out occurs, you are sure to see plenty of headlines about the number of subsidiary companies each corporation owns. Here's why: brand equity. It's a fact that each subsidiary of a corporation has a value linked to its brand names, in addition to its base dollar-value. This value is measured by the consumer's attitudes and loyalties toward the brand. Brand  more...

Managing the Creative Elements of Brands Did you know there are 25 brands of laundry detergent? What influenced you to choose the brand you use? Was it the name? The logo? Maybe it was the clever slogan or catchy jingle. Was there a cute, cuddly character in the advertisement? Perhaps it was the packaging design. It could be one of these factors or a combination thereof, but the fact still remains: out of 25 brands of laundry detergent,  more...

Promoting Your Brand to Consumers Have you ever experienced one of those days when you hear a brand name and then start noticing that brand name at every turn? You hear a contest promotion on the radio, get a coupon in a magazine, see a commercial on the television, or notice a celebrity endorsement on a billboard. It's as if, suddenly, someone flipped a switch and that brand name appeared out of thin air. What do you call that  more...

Evaluating Brand Effectiveness Your company spends a lot of time and energy creating and building brand name products. From the most memorable name, to the most enticing packaging, to the perfect combination of media, you want everything to be right. Now the question is: Is it working? This course explores why you need measurement systems to examine your brand's effectiveness with consumers and to evaluate your brand  more...

Managing and Maintaining Brand Equity ... an awareness of the ongoing spectrum of issues involving brand management, as well as step-by-step strategies to help your brand survive--and even thrive--in a competitive market. So, what opportunities, influences and threats does your brand face? Lesson one explores making the most of your brand's potential by identifying the conditions needed for creating an effective and long-lasting brand  more...

Brand Management Developing a Brand Strategy ...Brand Management: Developing a Brand Strategy gives you information on building, defending, and developing brand equity as well as introducing new brands. The program also explains the processes for developing secondary and sub-brands. Additionally, the program provides you with guidelines for building brand extensions and releasing a brand internationally. By applying the information in this  more...

Brand Management Integrated Marketing ...Brand Management: Integrated Marketing gives you information about integrated brands. The program provides you a process for integrating a brand throughout your company. Additionally, the program defines brand diver components and how these components can be used to communicate an integrated brand through the appropriate media. The program also provides you with guidelines and processes for  more...

Brand Management Branding on the Web ...Brand Management: Branding on the Web gives you information about branding on the Internet. The program provides you with processes for branding on the Internet, creating a secondary brand on the Internet, and how to introduce a brand on the Internet. Additionally, the program provides you with guidelines for each process as well as guidelines for developing effective Internet brand names. By  more...

Brand Management Series ...Brand Management Series includes the following courses: Brand Management: Fundamentals of Brand Management Brand Management: Building Brand Equity Brand Management: Managing Brand Equity Brand Management: Developing a Brand Strategy Brand Management: Integrated Marketing Brand Management: Branding on the Web To review individual course descriptions, please return to the previous page  more...

Brand Management Fundamentals of Brand Management ...Brand Management: Fundamentals of Brand Management introduces students to essential brand information, including common branding terms, the importance of brand value, the characteristics of a good brand name and brand mark, and the responsibilities a brand manager should fulfill. The program also details the role brand management plays in the strategic marketing process, the steps of the  more...

Brand Management Building Brand Equity ...Brand Management: Building Brand Equity explains how brand management affects other functions in an organization, how marketing mix components can help build brand equity, and how to position a brand effectively in the marketplace. The program also details the stages for developing brand equity, the benefits brand equity provides, and the importance of maintaining brand equity. Learn To  more...

Brand Management Managing Brand Equity ...Brand Management: Managing Brand Equity explains how to manage a brand name, measure brand equity, and manage a brand on a long-term basis. The program also details the steps for creating brand extensions, the techniques for measuring brand equity, and the options for reviving brand equity. Learn To Identify issues to consider when managing a brand name.  more...