Branding
Create a Distinct Brand Identity
What you'll learn
- Understand the definition and importance of branding
- Know when you can do without branding
- Understand brand perception
- Define the brand purpose
- Write the vision, mission, and values
- Define the brand positioning
- Choose the brand name, design the logo, and shape the brand voice
- Write the brand story and tagline
- Apply the laws of branding
About this course
This course teaches branding and how to build a strong brand and brand identity that stays in the customer's mind. You start with an introduction and a case study of Coca-Cola, then the definition of branding and when you can do without it, the importance of brand strategies, and perception. Next you learn to build the brand through purpose in two parts, then vision, mission, and values, and positioning, with a practical case analysis of Apple. Then you move to the elements of identity: the brand name, the logo, the brand voice, the brand story and history, and the tagline. The course ends with the laws of branding in three parts, with attachments to download. It suits business owners, marketers, designers, and anyone who wants to create a brand for themselves or their company, and it needs no previous marketing experience. By the end, you will be able to define your brand's purpose, vision, mission, and values, choose its name, logo, and voice, and write its story clearly and consistently.
Expected outcomes
- Create a strong and distinctive brand.
- Learn how to apply branding laws and strategies.
- Build a visual and auditory identity that expresses the brand.
- Develop a positive and strong mental image for the brand.
Learner reviews
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- ★★★★★Rohym W.·منذ 4 شهرشاهد 100٪
- ★★★★★Leith·منذ 4 شهرشاهد 100٪
- ★★★★★Mustafa M.·منذ 4 شهرشاهد 100٪
استفدت كثيرا
- ★★★★★Mohammad Q.·منذ 5 شهرشاهد 100٪
- ★★★☆☆Salwa e.·منذ 3 شهرشاهد 100٪
تم عرض كل التقييمات (5)
Course content
1Branding
4 lectures
- Introduction to Course ContentPresents the branding course contents: the impact of branding on business, branding laws, how the mental image forms, the elements of brand strategy, and reaching a competitive advantage by understanding customers and competitors.2:54
- Case Study of Coca-ColaA Coca-Cola case study showing the brand as a mental image, how its brand value exceeds its assets and sales, how it ties the product to occasions, and how it adapts its ads to each market's culture.12:55
- Defining BrandingDefines branding as a mental image a company creates in the customer's conscious and subconscious mind that shapes behavior, and explains its value for companies and individuals: market value, trust and consistent quality.11:11
- When to Abandon BrandingExplains when branding can be skipped: a blue ocean market when launching a new product, a closed market with a dominant share, and selling to the government sector where there is no competition.3:45
2Branding Law
3 lectures
- Branding Laws (Part One)Covers branding laws: the law of expansion that weakens the mental image, the law of contraction through focusing on one core business, and the law of publicity, where a brand is born from people talking about it.11:46
- Branding Laws (Part Two)Explains the law of advertising that keeps the mental image alive, the law of candor and how to claim leadership, and the generic name law, which weakens a brand because it cannot link to a distinctive mental image.9:40
- Branding Laws (Part Three)Explains the company law, which separates the corporate brand from its product brands, with P&G examples like Pampers and Ariel, and the risk of a sub-brand with higher prices confusing the mental image.15:07
3Branding Strategy
3 lectures
- Importance of Branding StrategiesExplains why brand strategy matters: it is a long-term vision that builds the mental image, identifies strengths and weaknesses at each stage, avoids wasteful campaigns, raises company value, and aligns the team toward one goal.11:52
- PerceptionExplains Perception and how customer behavior is shaped by stimuli and beliefs, with examples such as the line-length optical illusion, the logo's effect on product preference, and how comparison influences choosing a size.16:46
- Building the BrandExplains preparing to build a brand by answering key questions: why enter the market, for whom, what value is offered, what promise is made to customers, and how to stand out from competitors, before logo, colors and message.5:58
4Brand Items
5 lectures
- Purpose (Part One)Explains brand Purpose: why a company exists beyond profit, and how it builds an emotional bond and loyalty with customers, with examples of brands serving a cause such as sustainability or helping the poor.19:49
- Purpose (Part Two)Continues explaining Purpose and its effect on the brain's limbic system, how customers prefer companies with a social mission, with examples from Starbucks, Amazon, Nike and Apple.7:58
- Case Study Analysis of AppleA practical analysis of Apple: Steve Jobs' return and renewed focus on purpose and values, and the Think Different campaign honoring people who changed the world, and how it built Apple's mental image.20:10
- Mission, Vision and ValuesExplains Mission, Vision and Values: vision is the distant future picture, mission is the company's commitment to customers, values are its beliefs, and all must align with the purpose, with practical examples.8:08
- PositioningExplains Positioning as a brand's ability to distinguish itself with a competitive advantage within the target audience's priorities, and the steps to reach it by analyzing customers and competitors and writing the differentiation statement.6:19
5Brand Identity
6 lectures
- Brand NameExplains what makes a good brand name: distinctive, short, easy to pronounce and culturally appealing, and how a strong brand gives a name new meaning, like Amazon, along with a recap of the course journey.7:52
- Brand LogoExplains the Brand Logo and its role in recalling the mental image, its types such as pictorial, lettered and abstract with their pros and cons, and the traits of a good logo like simplicity and not changing it often.8:36
- Brand VoiceExplains Brand Voice as the way a brand talks to customers, how it reflects the competitive advantage, fills market gaps, sets the brand apart from competitors, supports the mental image and fits the brand story.3:48
- Brand StorytellingExplains brand Story telling: it is not the founder's biography but a story aimed at the target audience that links their needs to the competitive advantage and builds the mental image, with real estate and Nike examples.4:43
- Brand HeritageExplains brand Heritage and its role in expressing authenticity and trust, and how it becomes a competitive advantage that raises brand value and attracts investors, with Apple, Coca-Cola and Mercedes examples.3:18
- Tag LineExplains the Tag Line as a short phrase that sums up the brand, reflects its competitive advantage and sticks in memory, the steps to craft it from customer and competitor analysis, then summarizes the course in steps.6:04
6Attachments
1 attachments
- Download Attachments
Instructor
Dr. Mohamed Shaaban
43.5K views10 courses
