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About this course

This is a comprehensive course on brand identity and architecture. In it, you will learn about common brand identity problems, brand identity system components including names, taglines and non-visual components, types of branded entities and their relationships, types of brand architecture, how to rationalize brand architecture following mergers and acquisitions, brand naming conventions and decision criteria, brand identity systems, how to build flexibility into brand identity systems, brand standards, brand style guides and their key elements and ways to insure consistent brand identity execution.

What you will learn?
The most common brand identity problems and their solution
The key components of brand identity systems
The types of brand names and when each type is appropriate
Different types of brand architecture
What to consider when rationalizing brand architecture after M&A
Key elements of brand style guides
Skills Covered
BRAND IDENTITY
schedule
1 hour on-demand video
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Certificate of completion
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Beginner level
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No prerequisites
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No preparation required
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1 year access

US$48.10

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Browse course content
1 Video
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1 Quiz
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schedule
1 hours
Guide
Section 1.
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Brand Identity & Architecture
1h 18m 38s
Section 2. Quiz-Part1
Brand Identity & Architecture
10 questions
Learn from the best
Brad VanAuken / INSTRUCTOR
Globally recognized brand strategy expert

Brad VanAuken is president and founder of BrandForward, Inc., a brand strategy consultancy with clients throughout the world. Previously, Brad was the vice president of marketing for Element K (now Skillsoft), a leading e-learning company and director of brand management and marketing for Hallmark Cards, Inc. During his tenure as Hallmark’s chief brand advocate, Hallmark rose to 4th in the EquiTrend national quality brand ranking and Hallmark received the Brand Management of the Year award. Recognized as one of the world’s leading experts on brand management and marketing, Brad is a much sought-after speaker and writer. He has been interviewed by ADWEEK, CNN, Entrepreneur magazine, Forbes magazine, Fox News, HLN, Investor’s Business Daily, NPR and The Bloomberg Money Show. Brad has served as an expert witness on brands in federal court. He was an adjunct professor of marketing at Avila University and RIT and has been a guest lecturer at many universities including Harvard, Stanford and Northwestern. He wrote Brand Aid, which many business schools use to teach brand management. He authors www.BrandingStrategySource.com, a blog that has been repeatedly recognized as a Top 50 Branding Blog by feedspot, a leading RSS reader. In 2008 and 2009, Invesp identified him as one of the top 100 marketers. Brad has a BS degree from Rensselaer Polytechnic Institute and an MBA from Harvard Business School.