A company logo might be referred to as a brand, however a brand is not simply what you see. When you look at a company's logo, what do you think of? A brand is a culmination of all the experiences, all of the word-of-mouth, all of the press and news reports that you have ever heard associated with the business that it represents. The course covers the following aspects:
- What is a brand?
- Why is branding important?
- Determining brand objectives
- Brand audiences
- Defining a brand
- How well does my brand align with my business?
- What does my brand say about my business?
- Brand identity
- How can a brand be represented?
- Identifying and eliminating brand barriers
- The brand & Public Relations
- The brand & Customer Experience
- Employee engagement
- Re-branding
- Motivations for re-branding
- Challenges with re-branding
- Planning a brand/ re-brand