Course Description

Take a look around you. Everywhere you look, you are faced with brands. From the brand of your television to the brand of your car, you are constantly surrounded by brands, and the many products they represent.

In this course, you will go through and learn the entire branding process, from how companies choose their brands, measure their effectiveness, and what strategies they use to keep a brand successful in today's marketplace.

You will also learn about personal and online brands, and how you can build your own personal brand.

In this course you will learn about...

Brands and Brand Concepts

Brand Equity

Exploring Brands and Their Positioning

Measurements and Management of Brand Equity

Selecting Brand Elements and Building Brand Equity

Branding and Marketing Strategies

Building a Global and International Brand

Managing Personal Brands

Online Branding

Introducing New Products and Brand Extensions

Rebranding and Cobranding

Troubleshooting Brand Management


  • Completely Online
  • Self-Paced
  • Printable Lessons
  • Full HD Video  
  • 6 Months to Complete
  • 24/7 Availability
  • Start Anytime
  • PC & Mac Compatible
  • Android & iOS Friendly
  • Accredited CEUs
Universal Class is an IACET Accredited Provider
 

Course Lessons

Average Lesson Rating:
4.7 / 5 Stars (Average Rating)
"Extraordinarily Helpful"
(716 votes)

Lesson 1: Brands 101

The most common definition of brand, and the one you most likely are familiar with, is a name, design or symbol that identifies a good or service, and that differentiates itself from other similar products. Additional lesson topics: Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development; Brand Strategy 101: Your Logo Is Irrelevant 11 Total Points
  • Lesson 1 Video
  • Lesson discussions: Reasons for Taking this Course
  • Complete Assignment: An Introduction
  • Assessment: Exam 1

Lesson 2: Brand Equity

In this lesson, you will learn about Brand Equity, which is defined as the value of a brand, based on consumer loyalty and positive brand characteristics. Additional lesson topics: What Is Brand Equity and Why is it Valuable?; What You Need to Know About Why Brand Experience is Everything 11 Total Points
  • Lesson 2 Video
  • Complete: Lesson 2 Assignment
  • Assessment: Exam 2

Lesson 3: Exploring Brands and Their Positioning

Brand positioning is the process of positioning a product or brand in the mind of the consumer. This process is also referred to as brand strategy or positioning strategy. Additional lesson topics: Brand Positioning Standards and Practices – Part 1: What Is Brand Positioning?; The Art of Positioning Your Brand and Why You Can't Afford to Screw It Up; How to Create Strong Brand Positioning in Your Market 11 Total Points
  • Lesson 3 Video
  • Complete: Lesson 3 Assignment
  • Assessment: Exam 3

Lesson 4: Measurements and Management of Brand Equity

In this lesson, you will learn how to measure brand equity, and how measurements are important to the management of brand equity. Additional lesson topics: How to Measure Brand Equity; Brand Equity Models and Measurement; Managing Brand Equity 8 Total Points
  • Lesson 4 Video
  • Assessment: Exam 4

Lesson 5: Building Brand Equity, and Selecting Brand Elements

In this lesson, you will learn how companies build brand equity, and how they select the brand elements used in their logos, packaging, and advertisements. Additional lesson topics: How to choose Branding Elements to build Brand Equity; BRAND ELEMENT CHOICE CRITERIA 12 Total Points
  • Lesson 5 Video
  • Complete: Lesson 5 Assignment
  • Assessment: Exam 5

Lesson 6: Branding and Marketing Strategies

In this lesson, you will learn about the strategies that marketers use to build brand equity. Additional lesson topics: 6 Brand Strategies Most CMOs Fail to Execute; Brand Building: Connecting With Consumers Through Social Media 10 Total Points
  • Lesson 6 Video
  • Assessment: Exam 6

Lesson 7: Building a Global and International Brand

Once a brand has become a success domestically, it is time to investigate whether the brand could be launched internationally. Additional lesson topics: 5 Strategies to Build a Global Brand; How to Build a Brand Internationally 9 Total Points
  • Lesson 7 Video
  • Assessment: Exam 7

Lesson 8: Managing Personal Brands

Personal branding is the art of building a unique brand around an individual. Additional lesson topics: The Ultimate Several Step Playbook to Managing Your Personal Brand; How to manage both a professional and personal brand 8 Total Points
  • Lesson 8 Video
  • Assessment: Exam 8

Lesson 9: Online Branding

In this lesson, you will learn about online branding, also referred to as digital branding or Internet branding, and its importance to brand management. Additional lesson topics: The Ultimate Guide to Online Branding and Building Authority Part Several – Blogging; Six Tips to Enhance Your Online Brand 10 Total Points
  • Lesson 9 Video
  • Complete: Lesson 9 Assignment
  • Assessment: Exam 9

Lesson 10: Introducing Brand Extensions

Many companies try to capitalize on their valuable brands by introducing brand extensions, which are new products that are introduced under an existing brand name. Additional lesson topics: These Companies Stretched Their Brands to Make Even Bigger Bucks; See The Several Worst Brand Extensions Currently On The Market 11 Total Points
  • Lesson 10 Video
  • Complete: Lesson 10 Assignment
  • Assessment: Exam 10

Lesson 11: Re-branding and Co-branding

In this lesson, you will be learning about re-branding, which is when a company decides to change an element of the brand. 9 Total Points
  • Lesson 11 Video
  • Assessment: Exam 11

Lesson 12: Troubleshooting Brand Management

In this lesson, you will learn what can go wrong with brand management, and how to troubleshoot when mistakes do happen. 79 Total Points
  • Lesson 12 Video
  • Lesson discussions: Your Opinion Matters: Course Rating; Course Comments; Program Evaluation Follow-up Survey (End of Course)
  • Assessment: Exam 12
  • Assessment: The Final Exam
189
Total Course Points
 

Learning Outcomes

By successfully completing this course, students will be able to:
  • Define what makes a brand.
  • Describe brand equity.
  • Summarize measurements and management of brand equity.
  • Summarize building brand equity, and selecting brand elements.
  • Describe branding and marketing strategies.
  • Summarize building a global and international brand.
  • Summarize managing personal brands.
  • Describe online branding.
  • Describe re-branding and co-branding.
  • Demonstrate mastery of lesson content at levels of 70% or higher.
 

Additional Course Information

Online CEU Certificate
  • Document Your Lifelong Learning Achievements
  • Earn an Official Certificate Documenting Course Hours and CEUs
  • Verify Your Certificate with a Unique Serial Number Online
  • View and Share Your Certificate Online or Download/Print as PDF
  • Display Your Certificate on Your Resume and Promote Your Achievements Using Social Media
Document Your CEUs on Your Resume
 
Course Title: Business Branding 101
Course Number: 8900360
Course Requirements: View Course Requirements
Lessons Rating: 4.7 / 5 Stars (716 votes)
Languages: English - United States, Canada and other English speaking countries
Course Type: Self-Paced, Online Class
CEU Value: 0.6 IACET CEUs (Continuing Education Units)
CE Accreditation: Universal Class, Inc. has been accredited as an Authorized Provider by the International Association for Continuing Education and Training (IACET).
Grading Policy: Earn a final grade of 70% or higher to receive an online/downloadable CEU Certification documenting CEUs earned.
Assessment Method: Lesson assignments and review exams
Syllabus: View Syllabus
Course Fee: $75.00 U.S. dollars

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