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IGTC01SM - Advanced Branding (EN)
01 - Introduction
01 - The importance of branding (1:01)
02 - 1. Components of Branding
01 - What we mean by branding (1:40)
02 - What is the purpose of a brand (2:52)
03 - What makes up a brand (3:29)
04 - What is the brand system (3:06)
03 - 2. Brand Research
02 - Frame of reference (3:19)
01 - Create a brand strategy (1:58)
03 - Conduct an internal brand audit (1:20)
04 - 3. Brand Development
02 - Define a unique selling proposition (3:29)
01 - Brand positioning (2:08)
03 - Create a vision statement (2:12)
04 - Brand personality (3:04)
05 - 4. Brand Experience
01 - Evaluate brand visuals (3:05)
02 - Select brand colors (3:20)
03 - Evaluate the brand language (1:45)
06 - 5. Brand Touch Points
01 - The influence of touch points (3:40)
02 - Branding through storytelling (3:01)
03 - Exploring the customer journey (3:04)
07 - 6. Brand Management
02 - Brand responsibility (1:14)
01 - Internal brand culture (2:45)
03 - Overcome damaging events (1:54)
08 - 7. Brand Loyalty
02 - Brand promoters (2:22)
01 - Net promoter score (3:39)
03 - Brand detractors (3:00)
09 - 8. Brand Validation
02 - How to measure brand equity (3:00)
01 - What is brand equity (0:56)
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02 - Brand responsibility
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