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    Branding Fundamentals: Framework of Branding
    Branding Fundamentals: Framework of Branding
    Branding Fundamentals: Framework of Branding
    Ebook54 pages57 minutes

    Branding Fundamentals: Framework of Branding

    By Mark Nelson

    4.5/5

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    About this ebook

    How deeply have you thought about your brand? Is it intentional, or just an afterthought? What does each component—your logo, your website, your service, and even your culture—say to customers? Advanced branding means thinking about what distinguishes your company from the rest, and incorporating it into every single touchpoint of the business: design, messaging, marketing and PR, and company vision. Learn what branding really is, how it works, and how you can build and maintain a more competitive brand.

    LanguageEnglish
    PublisherMark Nelson
    Release dateDec 24, 2016
    ISBN9781370700806
    Branding Fundamentals: Framework of Branding
    Author

    Mark Nelson

    Dr. Mark Nelson is a founding director of the Institute of Ecotechnics and has worked for several decades in closed ecological system research, ecological engineering, the restoration of damaged ecosystems, desert agriculture and orchardry, and wastewater recycling. He is Chairman and CEO of the Institute of Ecotechnics, a U.K. and U.S. non-profit organization, which consults to several demonstration projects working in challenging biomes around the world as well as Vice Chairman of Global Ecotechnics Corp. and head of Wastewater Gardens International.

    Read more from Mark Nelson

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    4.5/5

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    • 4/5
      Gives a good basic understanding of branding. Just like the name says "Branding Fundamentals," it shares basic and foundational insights on what branding is and how to approach it step by step. Would recommend it to anyone who is just starting to learn branding.
    • 4/5
      it is a good and short introduction, I would recommend it for someone who just started to learn about branding

    Book preview

    Branding Fundamentals - Mark Nelson

    Disclaimer

    This ebook has been written for information purposes only. Every effort has been made to make this ebook as complete and accurate as possible. However, there may be mistakes in typography or content. Also, this ebook provides information only up to the publishing date. Therefore, this ebook should be used as a guide - not as the ultimate source.

    The purpose of this ebook is to educate. The author and the publisher do not warrant that the information contained in this ebook is fully complete and shall not be responsible for any errors or omissions. The author and publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by this ebook.

    Table of Contents

    Disclaimer

    Introduction

    1: Understanding Branding

    2: Defining the Brand

    3: Positioning the Brand

    4: Expressing Brand identity

    5: Communicating the Brand Internally

    6. Communicating the Brand Externally

    7.Measuring Brand Performance and Value

    8.Conclusion

    Introduction

    - Creating and managing brands is one of the most important and challenging activities in all of marketing. A brand can be an enormously valuable asset for your company if it's done properly. In fact, for some companies, brands are the single most valuable asset the company owns.

    In this course, I'll share with you a step-by-step process for creating a brand, linking that brand to your company's core values, and launching the brand into the marketplace to get it working for you. Whether you have existing brands, or you're starting from scratch to create a new one, this course features the tools and frameworks needed to build brand equity. Strong, effective brands give you a competitive advantage in the marketplace and help you weather the storms of market competition and other challenges.

    Like marketing, branding is an exciting career field of its own, but it takes talent and dedication. Through the concepts I'll share with you in this course, you'll begin to develop the skills to create successful and authentic brands.

    - Before you start, you should know that this is a fundamentals course on branding, including an end-to-end process and a set of tools to create a brand. To help you practice these tools, I'll use a case study. We'll focus on wrist watches, specifically one designed for families. You'll learn how to create a new brand in this category. The steps that you'll perform here will be the same you would use in any category. This course is not about graphic design, such as logos and packaging.

    Nor is it about advertising and other marketing communications tools, which can be a part of the branding process. Branding strategy is closely linked to marketing strategy, so it's essential you have a good understanding of marketing principles, especially segmentation, targeting, and positioning before doing this course. If you need to get up to speed on these aspects of marketing, I encourage you to check out the Marketing Fundamentals course of mine.

    Now as tempting as it may be, developing a new brand isn't always the right thing to do in certain business situations. I'll give you some guidelines on when you should and should not consider branding. If you're learning about branding as part of your job within a company, it's really important that you understand your company's policies on branding. This includes identity standards and the use of trademarks and logos. Be sure you're familiar with these policies before you apply any of the concepts in this course.

    1: Understanding Branding

    What is a brand?

    - Are you a trustworthy person? Who says so? Okay, so you have friends and colleagues that say you're trustworthy, but why do these people say so? I'm willing to bet it's because you told them you were going to do something, and you did, over and over. You made, and kept, your promises. And because of that, you now have a

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