It’s Much More Than a Name

BrandingThere isn’t a day that goes by in today’s business world that you don’t hear someone refer to “branding.” A brand is a collection of feelings toward an economic producer; more specifically, it refers to the concrete symbols for those feelings, such as a name and design scheme. Feelings are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols, which are developed to represent implicit values, ideas, and even personality. Learn how to recognize, evaluate, develop and maximize your organization:

  • Mission Statements
  • Brand Promise
  • Brand Essence
  • Brand Equity
  • Brand Power
  • Brand Relevance

You will learn the process on how to develop a position in the marketplace and then reinforce it in the most meaningful way to your target customer. This module takes the double talk and jargon out of branding and illustrates the importance of what a brand means to the bottom line.

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