Peer Review

Fundamentals of Branding

Material Detail page

Reviewed:: Nov 22, 2021 by Business

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Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:

This course aims to provide fundamental knowledge of branding. The course introduces key concepts in branding, including brand identity, brand image, and brand personality. It also addresses how the STP (Segmentation, Targeting, and Positioning) notion is relevant to strategic branding, ensuring that the brand is positioned in ways that are relevant to the target segment(s). Furthermore, this course presents de Chernatony’s brand-building framework, highlighting the key stages in developing a brand from a strategic point of view. Since this course seeks to provide fundamental branding knowledge, the content is structured in ways that holistically demonstrate how each concept is related.

Type of Material:

Online Course

Recommended Uses:

Individual
Self-paced
Use for online class
Use as supplement to a course

Technical Requirements:

Users will need to click on English (if this is the preferred language) for translation. Users will then need to complete the registration process and receive an email and click on the link in the email and then sign in to the course.

Works with Chrome and Edge

Identify Major Learning Goals:

Learning Outcomes (provided by author)

To appreciate the importance of branding from the company and the customer perspectives.
To apply relevant models/frameworks in crafting consistent and well-integrated brand elements.
To position the brand that is in line with the target segment(s).
To identify and strategically apply key stages in the brand-building process.

Target Student Population:

Upper level marketing students

Graduate marketing students

Prerequisite Knowledge or Skills:

Marketing principles

Content Quality

Rating:

Strengths:

The content was described and defined in complete terms.
The author provides examples and graphics to support the information being provided.
The content presented was appropriate to the overall concept of marketing.
The videos were an appropriate length of time as to not bore the viewer.

Concerns:

The language barrier may have been the culprit for the written transcript to have some mistakes.
The speaker in the videos has some issues with the translation of some words.
The language barrier has a minimal impact on the quality of the content.
The principles covered in the course are very clear.

Potential Effectiveness as a Teaching Tool

Rating:

Strengths:

This course can increase student learning and understanding of the concepts presented.
There is the oral presentation via the video, a powerpoint presentation that accompanies the video
Quizzes after each lesson and a pre and post-test.
These tools can aid many types of learners in learning these concepts.

Concerns:

This teaching tool is not conducive to many learning environments.
Ideally, this tool should be used individually and self-paced.
It would be difficult to use this tool in a group setting.

Ease of Use for Both Students and Faculty

Rating:

Strengths:

The site was in working order.
The layout is consistent in how each chapter is presented.
Once in the course, the site was easy to navigate.
The transcript is provided throughout course.

Concerns:

The process to register and sign in was rather cumbersome.
Once to the website, one needs to figure out to sign in as a guest and then register and then wait for an email to be sent and then click on the link and complete the registration.
Also, don't forget to choose English if this is your preferred language.
Some students may have an issue understanding the speaker as English is not the native language

Other Issues and Comments:: The content of this tool is a great way to supplement these concepts for students who need additional instruction or learn better in this self-paced environment.
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