Material Detail

Course description

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.

Learning Outcome

• 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.

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