Season 1
1.
Branding and Brand Management: How Brands Create Market Value
00:12:03
2.
Brand Image as the Driver of Brand Value: Trust, Meaning, and Differentiation
00:17:18
3.
Managing the Brand: Strategy, Tactics, and Market Impact
00:25:16
4.
Value-Driven Brand Management: Managing the Brand and Managing by the Brand
00:14:11
5.
Brands as a Tool for Creating Customer, Company, and Collaborator Value
00:16:38
6.
How Brands Drive Customer Value: Functional, Psychological, and Monetary Impact
00:17:28
7.
How Brands Create Company Value: Strategic and Monetary Impact
00:17:09
8.
Brand Power and Brand Equity: Capturing the True Value of a Brand
00:21:24
9.
Brand Strategy: Defining the Brand Value Proposition and Positioning
00:15:30
10.
Identity Branding: How Brands Align with Self-Image to Drive Loyalty
00:16:34
11.
Building Luxury Brands: The Six Es of Luxury
00:14:37
12.
Building Personality and Professional Brands: Individuality and Expertise as Value Drivers
00:19:50
13.
Designing the Brand: Brand Identifiers and Brand Associations
00:11:05
14.
Crafting Brand Identifiers: Designing Brand Names and Logos
00:18:11
15.
Crafting Brand Identifiers: Designing Brand Mottos, Characters, Soundmarks, Products, and Packaging
00:20:33
16.
Building Brand Associations by Linking Meaning to the Brand
00:18:34
17.
Managing Brand Communication: The Big Picture
00:14:44
18.
Setting Communication Goals and Strategy: Targeting and Messaging That Work
00:26:43
19.
Selecting the Communication Media: Strategies for Reaching and Engaging Audiences
00:27:06
20.
Designing the Creative Execution: Turning Strategy into Compelling Communication
00:15:59
21.
Evaluating Brand Communication: Awareness, Preference, and Behavior
00:18:32
22.
Designing a Brand Portfolio: Strategies for Targeting, Differentiation, and Growth
00:16:38
23.
Brand Portfolio Strategies: Umbrella and House-of-Brands
00:28:13
24.
Cobranding Strategies: Creating Value Through Shared Meaning
00:21:51
25.
Private Labels: Retailer Branding Strategies and Portfolio Management
00:15:24
26.
Extending the Brand: Upscale, Downscale, and Horizontal Extensions
00:24:12
27.
Repositioning the Brand: Strategies for Redefining the Brand Identity
00:18:36
28.
Realigning the Brand: Adjusting Brand Tactics without Changing Strategy
00:20:56
29.
Licensing the Brand: Strategic Benefits and Limitations
00:14:09
30.
Evaluating the Brand Impact: From Company Strategy to Market Outcomes
00:28:20
31.
Measuring Brand Power and Brand Equity: From Customer Behavior to Financial Impact
00:18:23
32.
Developing a Strategic Brand Management Plan: The G-STIC Framework
00:19:15
33.
Conducting a Brand Audit
00:23:14
34.
Developing a Brand Identity Guide
00:12:12
