Brand Management
- 1 Course | 28m 11s
- 11 Books | 39h 16m
- 10 Audiobooks | 45h 20m 14s
Gain compelling insights and advice from industry experts for building and expanding your brand strategy to deliver high-impact results for your company. Your brand strategy is important. Learn how it brings consumers closer to your brand and provides value to customers so they get to know and experience your brand.
GETTING STARTED
Creating Brands through People and Planning
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1m 20s
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5m 10s
COURSES INCLUDED
Creating Brands through People and Planning
People don't buy products. They buy brands. Who creates brands? People. How do they do it? Through proper marketing research and planning. The traditional marketing mix emphasizes the four P's: product, price, place, and promotion. However, this fails to address two other important aspects of marketing: planning and people. Planning and people are vital to any marketing effort. Marketing planning guides how marketing is carried out, so it's imperative that it is informed and comprehensive. And because employees impact the marketing mix so strongly, it's equally important to ensure they understand and support the company's marketing actions. In this course, you'll learn about the types of people needed to create and support strong brands. You'll become familiar with internal branding and the importance of engaging employees as brand ambassadors. You'll also learn about how strategic and tactical planning are employed for conducting effective and cohesive marketing research that will inform digital marketing efforts. Finally, you'll learn about the factors that contribute to an integrated marketing communication plan.
7 videos |
28m
Assessment
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Digital badges are yours to keep, forever.BOOKS INCLUDED
BOOK SUMMARY
Stand Out! Building Brilliant Brands for The World We Live InIn Stand Out, Brian McGurk explores how to use the power of branding to transform your business. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
12m
By Brian McGurk
Book
From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There FirstUnderstand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.
4h 57m
By Helen Edwards
Book
Purposeful Brands: How Purpose and Sustainability Drive Brand Value and Positive ChangeDefine and communicate an authentic brand purpose and close the say-do gap to drive growth, innovation and loyalty.
3h 50m
By Sandy Skees
Book
Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits, 2nd EditionImprove your understanding of what semiotics is and how it can be used to drive growth and profits by using it to create better ads, marketing communications, branding, websites, packaging and social media content.
7h 9m
By Rachel Lawes
Book
Myths of Branding: Dispel the Misconceptions and Become a Brand Expert, 2nd EditionDebunk the most pervasive myths about the world of branding, with this expert overview that separates the facts from the falsehoods.
3h 14m
By Andy Milligan, Simon Bailey
Book
Strategic Brand Engagement: Using HR and Marketing to Connect Your Brand, Customers, Channel Partners and EmployeesBreaking down the traditional silos between Human Resources, internal communications and marketing, this essential resource offers a new approach for developing brand and employee engagement.
4h 2m
By John G. Fisher
Book
The Essential Social Media Marketing Handbook: A New Roadmap for Maximizing Your Brand, Influence, and CredibilityTaking the fear and frustration out of social media, this book shows you that social media done right can build and strengthen your relationship with your customers, encourage brand loyalty, extend your influence, and expand your credibility.
3h 38m
By Gail Z. Martin
Book
Myths of Branding: A Brand is Just a Logo and Other Popular MisconceptionsThis book takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding.
3h 44m
By Andy Milligan, Simon Bailey
Book
Building a StoryBrand: Clarify Your Message so Customers will ListenWhether you are the marketing director of a multibillion-dollar company, the owner of a small business, or the lead singer of a rock band, this book will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
2h 42m
By Donald Miller
Book
The Brand Strategy Canvas: A One-Page Guide for StartupsNo matter where you are in the business creation process, this invaluable guide is the tool you need to build a brand from scratch that you can enthusiastically and effectively implement in real time.
1h 58m
By Patrick Woods
Book
Brand Love: Building Strong Consumer-Brand ConnectionsDiscover what marketers need to do to evoke the emotions of their customers and create long-lasting consumer-brand relationships.
3h 50m
By Lydia Michael
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AUDIOBOOKS INCLUDED
AUDIOBOOK SUMMARY
Audio Branding: Using Sound to Build Your BrandAudio Branding comprehensively discusses how developing your own distinct audio brand can strengthen your overall brand identity by creating a sensory experience for others. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
20m 45s
By Colleen Fahey, Laurence Minsky
AUDIOBOOK SUMMARY
The Human Brand: How We Relate to People, Products and CompaniesThe Human Brand is a must-read for anyone who wants to have a better understanding of the way end-users engage with the goods they buy and the services they consume. In this Review, we discuss the salient points of the book based on our interpretation of its contents.
9m 45s
By Chris Malone, Susan T. Fiske
AUDIOBOOK SUMMARY
Hello, My Name Is Awesome: How to Create Brand Names That StickHello, My Name is Awesome discusses ways that you can create a brand name in a practical and purposeful manner that is still attractive and interesting. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
19m 7s
By Alexandra Watkins
Audiobook
Brand Seduction: How Neuroscience can Help Marketers Build Memorable BrandsThrough simple language, engaging stories, and real-world examples, this audio edition shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business.
6h 38m 6s
By Daryl Weber
Audiobook
Category Creation: How to Build a Brand that Customers, Employees, and Investors Will LoveThis audio edition is the exclusive playbook for building a category defining brand in the modern economy.
7h 2m 27s
By Anthony Kennada
Audiobook
The Naming Book: 5 Steps to Creating Brand and Product Names that SellWith a five-step blueprint that takes you from brainstorming to trademarking, this audio edition is the ultimate guidebook to naming anything.
4h 54m
By Brad Flowers
Audiobook
Influencer: Building Your Personal Brand in the Age of Social MediaThis audio edition will show you how to elevate your profile, embrace your edge, and make money - all while doing what you love. Read by the Author.
4h 31m 47s
By Brittany Hennessy
Audiobook
Launching & Building A Brand For Dummies AudioThis book explains about marketing.
14h 44m 57s
By Amy Will, Susan Hanfield
Audiobook
The Art of Excellent Products: Enchanting Customers with Premium Brand ExperiencesItalian brands are known to create some of the most premium, sought-after products in the world. Learn to compete in the modern marketplace using the proven business principles that Italian brands have been employing for generations.
6h 16m 34s
By Riccardo Illy
AUDIOBOOK SUMMARY
Stand Out! Building Brilliant Brands for The World We Live InIn Stand Out, Brian McGurk explores how to use the power of branding to transform your business. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
22m 46s
By Brian McGurk
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