Managing the Creative Elements of Brands


Overview/Description
Target Audience
Expected Duration
Lesson Objectives
Course Number



Overview/Description
Did you know there are 25 brands of laundry detergent? What influenced you to choose the brand you use? Was it the name? The logo? Maybe it was the clever slogan or catchy jingle. Was there a cute, cuddly character in the advertisement? Perhaps it was the packaging design. It could be one of these factors or a combination thereof, but the fact still remains: out of 25 brands of laundry detergent, you decided only one of them is good enough to wash your clothes. It's a tough market, so what can you do to stand out? This course is designed to help you analyze all the creative elements of a brand in order to help you build your company's brand equity. The first lesson in this course demonstrates how your brand can make a great impression on consumers. The next lesson shows you how to brand your products with the perfect name and logo. This course enables you to determine if a jingle, slogan, or fictional character may be necessary to animate your brand. Finally, disclosing the secrets of designing eye-catching packaging and legally protecting your brands through copyrights, patents, and trademarks will round out this course. Replete with real-life examples of brands that work and some that have failed, this course will supply you with plenty of strategies to help your brand equity improve and stand out from the rest.

Target Audience
This course is for brand managers and marketing personnel who wish to implement creative strategies to conceive, build, and improve brand equity for their products and company.

Expected Duration (hours)
3.5

Lesson Objectives

Your Brand's First Impression

  • recognize the benefits of an effective brand.
  • match the aspects of an actual brand to the corresponding traits of effective brands.
  • match specific aspects of a real brand to the functions of effective brands.
  • Creating Names and Logos for Your Brands

  • recognize the benefits of an effective brand name and logo.
  • classify actual brand names according to effective brand name criteria.
  • determine effective marketing activities that apply the sequential steps for naming a brand given a specific brand and marketing condition.
  • examine a hypothetical brand name to determine whether it communicates the three messages of an effective brand name.
  • match actual brand logos to the logo category they represent.
  • Slogans, Jingles, Characters, and Packaging

  • recognize the benefits of an effective jingle, slogan, character, and package design for a brand.
  • classify actual slogans according to the four effective types of slogans.
  • identify the three components of effective jingles.
  • examine a hypothetical brand character to determine its effectiveness in enhancing brand awareness.
  • examine a hypothetical brand's packaging to determine its marketing effectiveness.
  • Protecting Your Brand

  • recognize the benefits of legally protecting a brand.
  • determine whether copyright infringement has been committed in a hypothetical scenario.
  • select an effective strategy for protecting an organization's brand elements from trademark infringement in a given scenario.
  • classify actual product packaging with the type of patent that would protect it.
  • Course Number:
    MKT0213