Online Brands eLearning

Building Lasting Customer-Brand Relationships Building 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  more...

Developing a Brand Internally ...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 development, but an important driver of  more...

Global Brand Management Global 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...

Build a Powerful Branding Strategy--Instructor-Led ...t impact on your revenues. For consumer market companies, brands that are properly managed typically account for 50 to 80 percent of a business`s revenues. For industrial markets companies, brands that are responsibly managed usually account for 10 to 30 percent of a company`s net worth. As you complete the assignments in this course, you`ll be guided through a systematic process for branding  more...

Build a Powerful Branding Strategy--Self-Directed ...t impact on your revenues. For consumer market companies, brands that are properly managed typically account for 50 to 80 percent of a business`s revenues. For industrial markets companies, brands that are responsibly managed usually account for 10 to 30 percent of a company`s net worth. As you complete the assignments in this course, you`ll be guided through a systematic process for branding  more...

Introduction to Online Branding ...are refining older paradigms to create successful, online brands. To present the full scope of online branding, the learner will examine the unique characteristics of the e-marketplace, the e-customer, and the effect technology has had on brand messages. If you are already a brand manager, you will discover a fresh perspective regarding just who should be building brands on the Web and content  more...

The Online Branding Environment ... Learners will explore the difference between traditional brands and cyberbrands as well as discover how to use the Web's interactivity to build strong online brands. The course also examines how consumers adopt brands in the Web environment and how marketers build strong brand relationships with consumers. If online branding seems perilous to you now, with this course as a guide, you can be  more...

Strategies for Building an Online Brand ...vide marketers with strategies for building strong online brands by maximizing the interactive nature of the Web. The course begins by identifying key branding objectives and provides useful strategies to take offline brands into an online environment. Additionally, the course explores tactics for building and maintaining long-term online customer relationships. The use of affiliates, e-mail,  more...

Managing the Creative Elements of Brands ...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, you decided only one of  more...

Managing and Maintaining Brand Equity ...hange." This is especially true when it comes to managing brands. Look at Coca-Cola and how it spawned several brand extensions such as Diet Coke and Cherry Coke. Then there was a brief, but widely publicized, brand crisis caused by New Coke, which resulted in the reintroduction of Coca-Cola Classic. This is an example of how, over time, new competitors come into the market, consumer tastes  more...

Intellectual Property and Proprietary Rights ...organization's intellectual property, such as copyrighted brands or trade secrets, confidential, while still communicating the organization's identity or ideas to internal and external customers. But how does management perform this function effectively while keeping the law on their side? This course introduces management to the essentials of intellectual property and proprietary rights. It  more...

Brand Management Developing a Brand Strategy ...g, 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 program, you will be able to create a secondary or sub-brand, identify reasons new  more...

Brand Management Integrated Marketing ...tegrated 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 managing both financial  more...

Brand Management Branding on the Web ..., determine appropriate situations for creating secondary brands, and introduce a brand on the Internet. Learn To Identify the steps for branding on the Internet. Select the steps for creating a secondary brand on the Internet. Evaluate proposed Web sites for your company. Select  more...

Building an E-Commerce Business Case ...ntity. Identify the role of search engines in building brands. Unit 4: The Virtual Value Chain (2 hours) Identify ways in which e-commerce can impact primary activities. Identify ways in which e-commerce can impact secondary activities. Define the concept of the law of digital assets. Identify an approach for incorporating the virtual value chain model into a business  more...

Brand Management Fundamentals of Brand Management ...ilities. Identify the types of brands. Select branding strategies. Identify guidelines to create a strong brand. Audience The target audience for this series is managers and marketing personnel who wish to learn to interpret the potential affects of various brand strategies and tactics and assess the value of  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...