Module 9 - Branding
Why It Matters: Branding
Why analyze elements of a brand and explain how the brand-building process contributes to the suc...
Learning Hacks: How Should I Study Across Topics?
THE HACK Frequently switch up what you study rather than focusing on the same topic The Story ...
Elements of Brand
What you’ll learn to do: describe the elements of brand and how brands add value to an organizati...
Elements of Brand
What Is a Brand? As we start our exploration of brand and its role in marketing, take a few minu...
Video: REI Builds Brand by Closing on Black Friday
Organizations build their brands through all the ways they communicate and interact with consumer...
Types of Brands
There Are Many Types of Brands Many kinds of things can become brands. Different types of brands...
Brand Equity
What you’ll learn to do: define brand equity and its role in measuring brand strength When most ...
Brand Equity
Brand Equity In marketing, brand equity refers to the value of a well-known brand that conjures ...
Brand Positioning and Alignment
What you’ll learn to do: explain how marketers use brand positioning to align marketing activitie...
Brand Positioning and Alignment
Building Strong Brands: Consistency Matters In order to make an impression in a market, brands n...
Video: Red Bull’s Extreme Brand Alignment
The energy drink Red Bull has developed a fun, edgy, maverick identity to match the young male ad...
Name Selection
What you’ll learn to do: explain the importance of name selection in the success of a brand How ...
Name Selection
What’s in a (Brand) Name? A brand identifies a company, product, or service as dis...
Packaging
What you’ll learn to do: discuss the role of packaging in the brand-building process Imagine you...
Packaging
Creating the Perfect Package Product packaging is an underappreciated hero in the marketing worl...
Brand Development Strategies
What you’ll learn to do: explain key strategies for developing brands including brand ownership, ...
Brand Development Strategies
Managing Brands As Strategic Assets As organizations establish and build strong brands, they can...
Putting It Together: Branding
Investigating Brand Power As noted earlier in this module, every year organizations conduct anal...
Module 9 Assignment: Marketing Plan, Part 2
Student Instructions Complete the following information about the organization and products and/...
Questions
1. Tangible and intangible features like design, symbols, customer touch points, etc. differentia...
Glossary
Brand: A brand is a combination of a name, term, design, symbol, or other feature that identi...