Fundamentals of Branding Strategies

📋 Course Outline

1. Course expectations and materials
2. Brand definition and elements
3. Brands versus products
4. Why brands matter
5. Branding across product categories
6. Branding challenges and opportunities

📖 1. Course expectations and materials

🔑 Key Concepts & Definitions

• CANVAS: CANVAS is the online platform where course materials and briefings are made available.
• Brand Audit: A Brand Audit is a diagnostic assignment where you analyze a selected brand’s strengths and weaknesses.
• Brand Equity Model: A Brand Equity Model is a framework used to assess how brand value is built in consumers’ minds.

📝 Essential Points

• Students need to attend 70% of theory classes to meet attendance requirements.
• Assessment includes a written test (40%) and participation via discussions plus a group project (20% and 40%).
• Course materials include PPT slides with teacher’s and original versions, and required reading from Keller’s book.

📖 2. Brand definition and elements

🔑 Key Concepts & Definitions

• Brand: A brand is a differentiating identity—built from name, symbols, and meanings—that helps consumers choose between alternatives.
• Brand elements: Brand elements are the components (like names and logos) that identify and differentiate a brand.
• Branding: Branding is the strategy used to create a brand image by linking a product/service to identifiable meanings and cues.

📝 Essential Points