Branding Basics: Build a brand strategy in 3 simple steps!
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Branding Basics: Build a brand strategy in 3 simple steps!

Branding help consumers choose among similar products. Learn the basics to help elevate your brand enabling you to win!
4.6 (9 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,115 students enrolled
Created by Jeannie Chan
Last updated 5/2016
English
Current price: $10 Original price: $35 Discount: 71% off
1 day left at this price!
30-Day Money-Back Guarantee
Includes:
  • 1 hour on-demand video
  • 1 Article
  • 2 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Understand who is your target consumer
  • Understand how to speak to your target consumer despite the ambition of selling to the masses
  • Understand how to define your product benefit to elevate product relevance to your target consumer
  • Have clarity on what the brand stands for and how it interacts with the target consumer
  • Build a brand pyramid with clear understanding on brand positioning
  • Have a clear and concise answer to the question "What's your brand all about?"
  • Understand how you can get more customers and charge more for your product by elevating your brand
  • 30 Days Money Back Guarantee! If you're not fully satisfied with this course, simply ask for a refund - no questions asked!
View Curriculum
Requirements
  • Class example uses Powerpoint for some exercise, but offers paper methods if students do not have access to Powerpoint
  • Students should have a branded product or service in mind
Description

Why do people buy top shelf liquor?

Try this experiment at your next party: Buy a few vodkas (or champagne or wine) from a few different price tiers. Conduct a blind taste test. See if your friends can correctly rank the different vodkas according to their respective prices.

Chances are they will tell you they can, but in reality they probably cannot.

So, why is there such a thing as top shelf liquor - if it doesn't pass the scrutiny of a simple taste test.

There lies the power of branding!

Branding has implications for liquor, and a variety of products. This class is meant to teach you the fundamentals of building a brand strategy, upon which you can build a plan that will set you apart from your competitors.

What will you learn from this class?

You will learn how to apply the same tricks of the trade big brand marketers use to unlock the potential of your product! You will learn the framework with which you can define your target consumer in a way that you can build brand value. You will also learn how to define product benefits that will be relevant to your target consumer. Your class project will give you a visual representation of both your target consumer and product benefit. These are fundamental building blocks for building a brand.

What is NOT this class?

This class covers the basics of how to build a brand. The basics are grounded in branding theory and practices used by brand managers worldwide. This course is strategic in nature. This course will help you identify what makes your brand special. This course will help you understand what your brand stands for. This course will help you build a brand that will differentiate you from your competition. However, this course will not cover branding design. This course is NOT about your brand logo or your brand tagline. However, you will walk away from this course knowing what's that special sauce for your brand that you should definitely include in your brand tagline, logo design, website design, etc.

How is the class structured?

The class consists of several video lectures, separated in 3 sections. Each section will cover a fundamental step toward building a winning brand. The lectures will take an hour to complete. At the end of the lecture, you would have clarity on where the power your brand lies! You will be well on your way toward building an empire based on your winning brand strategy!

Why take this course?

First of all, this course is back by a 30 days money back guarantee. Secondly, don't you want to know the secrets on how to get more customers and charge more for your products? Don't you want to know how brand managers from Coca-Cola got people from every country to buy their products? Don't you want to know how brand managers from Seven Jeans get to charge more for a simple pair of jeans? If you'd like to learn how to elevate your brand, enroll in this course now!

Who is the target audience?
  • Entrepreneurs with a branded product or service to sell
  • Brand Managers or Product Managers looking to deepen understanding of consumer marketing
  • Business owners who sell to the masses. This class is not suitable if your business is built upon a small handful of clients.
  • If you'd like to get more customers or charge more for your products, enroll now to learn how to elevate your brand!
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Curriculum For This Course
Expand All 14 Lectures Collapse All 14 Lectures 01:04:02
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Step 1: Define your target consumer
3 Lectures 17:30

Let's get started with target consumer. We will get to a clear definition of your target consumer by defining it as one single person.

Preview 04:01

In this section, we will go into details on how we'll identify our single target consumer. We will visualize who this person is to give you clarity on who you're trying to target.

Defining Your Target Consumer
08:27

In this lecture, we'll work through a hands on exercise to build a target consumer mood board.

Exercise: Build a Target Consumer Mood Board
05:02

Defining your target consumer

Check your understanding
1 question

Check your understanding
1 question
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Step 2: Elevate your product relevance
3 Lectures 25:44

In this lecture, I will share a few examples of how other brands make clear their benefits. It's a layered approach that elevates your product to make it more relevant to your target consumer.

Introduction to Benefit Ladder
06:21

In this lecture, we define the various layer of the benefit ladder. I will iillustrate the concept with an example.

Benefit Ladder Explained
13:38

In this video, we'll evaluate several mood boards and get a deeper understanding on the power of this tool.

Benefit Mood Board Example
05:45

Benefit mood board

Check your understanding
1 question
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Step 3: Define your brand essence
4 Lectures 09:13

We will put everything together into a brand pyramid. This brand pyramid will give you clarity on what your brand is all about. It will empower you to clearly articulate your brand to anyone in a simple and concise manner.

Preview 06:50

Study Aid: Brand Pyramid Template
1 page

Understanding the brand pyramid

Check your understanding
1 question

Class wrap up
00:49

Office Hours
01:34
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Bonus material
4 Lectures 09:37

Free bonus lecture from Udemy course: Marketing Strategy: Why are they not buying your product?. Consumers live in a world of choices and decisions. By understanding how consumers make decisions, we can actively influence and guide them to make the decision to buy us! This free bonus lecture introduces the framework that demystify the consumer decision making process.

BONUS LECTURE: Understand path-to-purchase and identify purchase barriers
03:19

Additional resources
1 page

This video is from an older version of this class. While the video is old, the example remains very relevant today. I wanted to share this example in this bonus section for the class.

Additional product benefit example 1
04:11

This video is from older version of this class. While the video is old, the example remains very relevant today. I wanted to share this example in this bonus section for the class.

Additional product benefit example 2
02:07
About the Instructor
Jeannie Chan
4.5 Average rating
56 Reviews
4,141 Students
7 Courses
Brand Manager / Strategy Consultant

I'm Jeannie Chan, a branding and marketing specialist based in New York City. I work full-time marketing million-dollar brands, and do pro-bono consulting and marketing for non-profit organizations. I have been a marketer for over a decade, with experience in a variety of industries. I have worked in categories ranging from pet food to electronics. My expertise and knowledge are based on my experience working with / for entrepreneurs, non-profit organizations, and Fortune 500 companies. Along the way, I picked up quite a few tricks of the trade. Now, I hope to share them with you here on Udemy.

I got my MBA concentrating in Brand Management from Washington University in St. Louis. During the day, I'm a Senior Brand Manager for a Global Fortune 500 company. In my free time, I eat my way around New York City.