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Brand Strategy

Learn how to create an effective brand strategy that will help your company shine in a competitive market. Use these resources to develop, maintain and protect your brand.

Manage and Monitor Your Online Reputation
In recent months there have been two major brands that have faced damage in the social media realm. How can you monitor your brand to ensure that it is protected and that issues are resolved when necessary in the public realm? There are steps you can take to protect your brand and there are also tools available that will assist you in monitoring...

Characterize Your Brand it Can Make Development Easier
Branding is often made out to be a very difficult task. While I do believe in the time for strategy development and promotional development; I think we often overthink during the process. Here is my personal story of how I developed my own brand. It includes the strengths as well as the weaknesses. If we just take a few moments to personalize ...

Developing Your Brand Strategy
Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity. Learn the steps in brand strategy development.

How to Place a Value on Your Brand
Intangible assets within a business are important an one of the most valuable assets of a company is the brand that it carries with it. Brands play an important part in differentiating a business from the competition and helps to communicate why their specific products and/or services can satisfy the needs of their customers. However, brands also help when it comes to showing investors and executive leadership a company's value. Learn how to determine your brand equity.

What’s In A Name? The Six Essential Elements You Need To Know
Naming a business can be a daunting task unless you have a process to follow to assist you in the process. Learn how to use these six essential elements to select the right name for your company.

Recreating Your Brand: Make it a Smooth Transition
Creating a transitional change with your brand can be a successful endeavor, however it takes careful planning, educating, explanation. Learn what it takes to make it a smooth and successful process.

Continuity: Creating An Image Greater Than The Parts
Continuity in marketing is extremely important. It's the strategy and process of coordinating all the elements of a marketing message to achieve a consistent, memorable, overall look and feel for a company, service, or product. Learn how to create continuity in your marketing message.

What is Branding and How Important is It?
A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.

Free Online Course: Develop Your Brand's Strategy
An effective brand strategy will create a unique identity that will differentiate you from the competition. However many businesses skip this step in the start-up process because it's often the most challenging and time consuming. This free 7-week online course is free and by the time you finish you will have a polished brand strategy that will give the the competitive edge.

Focusing on your Target Audience - Brand Strategy Course
The power of your brand relies on the ability to focus. That is why defining your target market will help to strengthen your brand's effectiveness. Learn how to define your target market in this week's lesson of the Developing Your Brand's Strategy course.

Determining Your Brand's Objectives - Branding Strategy
Critical to effective brand management is the clear definition of the brand's audience and the objectives that the brand needs to achieve. How do you go about defining those objectives and putting a plan into place that will help you succeed in meeting them?

Villa del Palmar Slam Dunks New Branding Campaign
Villa del Palmar has struggled with most resorts in the travel agency. Travelers want to get the most for their money and are finding ways to meet their travel needs when they have less disposable income. The travel industry has to continue to change and adapt with market demands just like any business. Learn how Villa del Palmar is adapting...

Discover and Crush Your Brand Barriers
When creating your brand strategy for a product or service it is important to perform a careful analysis to determine principal barriers that you may come in contact with. These barriers are also known as market conditions that can keep your product or service from achieving success. In this lesson you will learn where you can do the research to...

Top 5 Books on Branding
Building a "value-added" brand in today's competitive global marketplace is vital to success in business. Check out this list of my Top 5 picks of branding books that you don't want your marketing library to be without.

Marketing Book Review: Brand Aid
Brand Aid is a comprehensive resource manual that will assist and guide you in the development of your company brand. Inside this book you will find practical checklists and tools that will enhance your understanding of the branding process.

Marketing Book Review: Make A Name for Yourself
Make A Name for Yourself is a book that explains the importance of personal branding when it comes to the marketplace. While it's target is women, I think it is a great read for all who are in the marketing world.

A Brand New Pitch
Companies that once sold only to business are learning from master brand-builders how to reach consumer markets. Find out more from IndustryWeek.

Brand Marketing: Guinness
How do you refresh a 243-year-old brand? By brewing a modern experience that combines the power of history with the allure of contemporary design. Guinness Storehouse, in Dublin, reimagines how a brand can perform for customers, employees, and the community.

Brand New Branding
Forget what you knew about branding. The Web changes everything. Four experts explain how and why.

Branding Gone Bad
Advertising -- particularly online -- is powerful stuff. It's sort of like firearms and clay targets. Treat high-budget ad spending like you would a loaded gun. It can be great for hitting a target, but make sure you don't have it pointed at your foot.

Five Steps to Online Trust for Your Brand
Brands are promises, a guarantee of expectation fulfilled. Consumers instantly recognize a host of significances in any given brand. Here are five steps on how to create online trust for your brand.

The Real Decision Makers
Eight-year-olds don't buy cars or furniture, but they play a bigger role than you'd think in determining which ones their parents buy. Branding to adults... and their kids.

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