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Brand Strategy

This path goes through brand strategy in three different modules. The first creates a common understanding of brand strategy and defines a process for evaluating your existing brand. The second module focuses on defining your brand position and other concepts that will guide how we are perceived. The third module goes through how to evaluate your brand identity.

Heading

The brand is a very important piece of the puzzle to ensure sales and margins. It defines how we want to be perceived to motivate customers, internally, and other stakeholders. A successful brand strategy creates both short- and long-term opportunities and success.

The ML Canvas.

In this path you get:

I denna path får du:

  • A review of all the different concepts and aspects of brand strategy
  • A template and process for evaluating your existing brand strategy
  • A tool for defining your brand position and other concepts that shape how you want to be perceived
  • Tools for evaluating your brand identity and the different brand elements that make it up
  • A basis for a dialog on whether you as a company need to evaluate your brand strategy and if so, how and how much it should cost

Creating a brand strategy involves a creative process. Some parts of creative on slides, others by actually designing different brand elements. This course focuses on what is done on slides. Designing your brand elements is something a designer should do. However, the course goes through how to order these and how to evaluate the designer's delivery.

This path is for:

Denna path passar:

For those responsible for or working on your company's brand strategy. You are looking for more knowledge, inspiration and concrete tools to update an existing brand or define a new strategy.

  • Brand manager
  • Marketing managers/directors
  • Communication managers/directors
  • Business development managers/business developers
  • Product managers/owners
  • CEOs/entrepreneurs/management

Path Overview

Evaluation

First, we need to know to what extent our brand strategy needs to be updated. Therefore, we need to establish a common vocabulary of what is what in brand strategy.

We start with a course that goes through the different components of brand strategy. We then conduct an exercise with fifteen questions that make you evaluate your brand strategy.

If you don't have a strategy, you can skip the second course below and start with a blank page.

Introduction to Brand Strategy

11
lessons
46
min

Learn what to include, and which choices you need to make to create a successful brand strategy.

How to Review Your Brand Strategy

8
lessons
23
min

How to evaluate whether your brand strategy meets best practice

Position and other concepts

After the first module, there are lots of different concepts in brand strategy that aim to define and clarify how you should be perceived. In this part, we go into one of the most common ones in the form of brand position.

We go through what is a good brand position and how it is defined and realized. Then we reflect on other concepts that we may also need to clarify who we are and how we want to be perceived.

How to Define the Brand Position

8
lessons
34
min

Learn the process for successfully defining your brand position.

Identity

A brand position will never be communicated if a company does not have the brand identity that communicates it. Thus, the choice of brand elements is of great importance.

In this course you will learn how to define and evaluate your brand elements.

How to Define and Evaluate Brand Identity

10
lessons
27
min

Learn how to define and evaluate brand identity

How to use paths

Module 1: 

Evaluation

Companies have a brand whether they like it or not. The brand is in the minds of customers and other stakeholders. The choice to actively try to influence and strengthen that brand is called brand strategy and involves everything from the company name, logo, and symbols to defining what customers should think and feel when they are exposed to the brand. There are a lot of different concepts and terms in brand strategy, so this course clarifies those terms so you can better assess your next step to create a better brand strategy.

You will learn the basics of brand strategy by learning the meaning of all the different brand strategy concepts. You will learn what is important and less important to define and what is the end goal of a successful brand strategy.

It is sometimes difficult to know exactly how good your branding strategy is. There are several different uses and goals that a brand should contribute to, and it is easy to lose focus and thus lose potential impact. Brand strategies also need to be updated over the years. Therefore, this course does just that. It teaches you to evaluate your existing brand strategy based on five different areas that the brand should deliver against. 

You will learn how to evaluate an existing brand strategy. You get concrete questions and exercises that you evaluate yourself or together with colleagues. After the course, you can act on the insights gained from the different questions and exercises so that you can set an action plan to improve your brand strategy.

First, we need to know to what extent our brand strategy needs to be updated. Therefore, we need to establish a common vocabulary of what is what in brand strategy.

We start with a course that goes through the different components of brand strategy. We then conduct an exercise with fifteen questions that make you evaluate your brand strategy.

If you don't have a strategy, you can skip the second course below and start with a blank page.

First, we need to know to what extent our brand strategy needs to be updated. Therefore, we need to establish a common vocabulary of what is what in brand strategy.

We start with a course that goes through the different components of brand strategy. We then conduct an exercise with fifteen questions that make you evaluate your brand strategy.

If you don't have a strategy, you can skip the second course below and start with a blank page.

Module 2: 

Position and other concepts

What customers and other stakeholders think and feel when they are exposed to your brand is called brand position. Actively managing that perception is an important part of brand strategy. This course will teach you the challenges and opportunities of defining a brand position. The course goes through step-by-step the different positions you need to take to find an advantageous, unique, and deliverable position.

You will learn to define a brand position that will contribute to business, marketing, and corporate strategy. You will learn to reason about a variety of positions companies need to take in brand positioning and all the basic concepts that are important to know. After the course, you will be able to lead a process to develop and define a brand position.

After the first module, there are lots of different concepts in brand strategy that aim to define and clarify how you should be perceived. In this part, we go into one of the most common ones in the form of brand position.

We go through what is a good brand position and how it is defined and realized. Then we reflect on other concepts that we may also need to clarify who we are and how we want to be perceived.

After the first module, there are lots of different concepts in brand strategy that aim to define and clarify how you should be perceived. In this part, we go into one of the most common ones in the form of brand position.

We go through what is a good brand position and how it is defined and realized. Then we reflect on other concepts that we may also need to clarify who we are and how we want to be perceived.

Module 3: 

Identity

A company's brand identity defines its name, appearance, and tone of voice. Therefore, it is particularly important that this identity is clear and helps the company create favorable perceptions of itself among customers and other stakeholders. However, companies face several challenges when working with identity. For example, the extent to which the identity should stand out versus the extent to which it should fit in. This and similar positions will be covered in the course so that you can feel confident in evaluating the opportunities and challenges of your current identity.

You will learn how to define and evaluate brand identities. You will receive several models and exercises that involve reasoning about different choices regarding identity and the various concepts and concepts that are part of the identity work.

A brand position will never be communicated if a company does not have the brand identity that communicates it. Thus, the choice of brand elements is of great importance.

In this course you will learn how to define and evaluate your brand elements.

A brand position will never be communicated if a company does not have the brand identity that communicates it. Thus, the choice of brand elements is of great importance.

In this course you will learn how to define and evaluate your brand elements.

Outro

Module 4: 

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Outro

Module 5: 

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Outro

Module 6: 

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Outro

Examination

Tillvägagångssätt

Examinationen består av två olika delar som examineras samtidigt eller var för sig.

Flervalsfrågor

För det första kommer du att få en upsättning av 20 st flervalsfrågor baserat på innehållet i de fyra modulerna. Frågorna har ett rätt svar utifrån fyra olika alternativ. Här behöver du få 15 rätt för att bli godkänt. Om du inte får det vid första tillfället kan du ta testet igen en vecka efteråt.

Inlämningsuppgift

Du behöver också genomföra en inlämningsuppgift som består av två moment med två uppgifter i vardera moment.

  1. Analys av beslutsfattande
    För det första ska du själv väljer ett bolag som du analyserar utifrån vilken typ av påverkan deras kommunikation skulle behöva ha på sin målgrupp för att lyckas med ett utsatt mål. Du anger vilket bolag, vilket mål de har och redogör för hur de ska uppnå det genom att koppla an till de olika begreppen i modul 1.

    För det andra kommer vi att ge dig ett bolag och ett specifikt mål som du ska analysera utifrån vilken typ av påverkan deras kommunikation skulle bahöva ha för att lyckas med det uppsatta målet. Här ska du förklara utifrån de begrepp som presenteras i modul 1 vad kommunikationen skulle behöva uppnå.
  2. Analys av marknadskommunikation
    För det första vill vi att du väljer ett exempel av marknadskommunikation (en annons, ett mail eller likande) och analyserar vilken möjlig effekt denna kommunikation bör ha på en definierad målgrupp.

    För det andra kommer vi att ge dig ett exempel av marknadskommunikation (en annons, ett mail eller likande) där vi vill att du analyserar möjlig effekt samt kommer med tre konkreta förbättringsförslag.

Hela inlämningsuppgiften bedömer vi tar ca 2 timmar och vardera analys ca 0,5 A4 i skrift, så totalt ca 2 A4 text.

Efter inlämning får du besked om du är godkänd. Om ej godkänd kommer krav på komplettering och då är du godkänd när den färdigställts. När båda delarna är klara får du ditt diplom.

Anmäl dig till examination genom att maila till: cecilia@marketinglevels.com