COURSE DESCRIPTION
Why do people buy top shelf liquor?
Try
this experiment at your next party: Buy a few vodkas (or champagne or
wine) from a few different price tiers. Conduct a blind taste test. See
if your friends can correctly rank the different vodkas according to
their respective prices.
Chances are they will tell you they can, but in reality they probably cannot.
So, why is there such a thing as top shelf liquor
- if it doesn't pass the scrutiny of a simple taste test.
There lies the power of branding!
Branding has implications for liquor, and a
variety of products. This class is meant to teach you the fundamentals
of building a brand strategy, upon which you can build a plan that will
set you apart from your competitors.
What will you learn from this class?
You will learn how to apply the same tricks of
the trade big brand marketers use to unlock the potential of your
product! You will learn the framework with which you can define your
target consumer in a way that you can build brand value. You will also
learn how to define product benefits that will be relevant to your
target consumer. Your class project will give you a visual
representation of both your target consumer and product benefit. These
are fundamental building blocks for building a brand.
What is NOT this class?
This class covers the basics of how to build a brand.
The basics are grounded in branding theory and practices used by brand
managers worldwide. This course is strategic in nature. This course
will help you identify what makes your brand special. This course will
help you understand what your brand stands for. This course will help
you build a brand that will differentiate you from your competition.
However, this course will not cover branding design. This course is NOT
about your brand logo or your brand tagline. However, you will walk
away from this course knowing what's that special sauce for your brand
that you should definitely include in your brand tagline, logo design,
website design, etc.
How is the class structured?
The class consists of several video lectures,
separated in 3 sections. Each section will cover a fundamental step
toward building a winning brand. The lectures will take an hour to
complete. At the end of the lecture, you would have clarity on where the
power your brand lies! You will be well on your way toward building an
empire based on your winning brand strategy!
Why take this course?
First of all, this course is back by a 30 days money back
guarantee. Secondly, don't you want to know the secrets on how to get
more customers and charge more for your products? Don't you want to
know how brand managers from Coca-Cola got people from every country to
buy their products? Don't you want to know how brand managers from
Seven Jeans get to charge more for a simple pair of jeans? If you'd
like to learn how to elevate your brand, enroll in this course now!
CURRICULUM
Study Aid: Brand Pyramid Template
Additional product benefit example 1
Additional product benefit example 2
Additional resources
Benefit Ladder Explained
Benefit Mood Board Example
BONUS LECTURE: Understand how consumers make decisions
Bonus material
Build your brand pyramid
Check your understanding
Defining Your Target Consumer
Exercise: Build a Target Consumer Mood Board
Introduction to Benefit Ladder
Introduction to Target Consumer
Step 1: Define your target consumer
Step 2: Elevate your product relevance
Step 3: Define your brand essence
LINK FOR THE FREE COURSE
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