Branding Training from CBT Direct

Online Branding Strategy Curriculum Outline

Introduction to Online Branding

Overview/Description
Are you thinking about moving a product into the e-marketplace; that is, sell it on the Internet? This course will provide the learner with a comprehensive overview of the effects the Internet has on marketing a particular brand. Beginning with a brief review of the basics of branding, the learner will then move on to explore how, using traditional principles, today's e-marketers are refining older paradigms to create successful, online brands. To present the full scope of online branding, the learner will examine the unique characteristics of the e-marketplace, the e-customer, and the effect technology has had on brand messages. If you are already a brand manager, you will discover a fresh perspective regarding just who should be building brands on the Web and content ideas for a Web presence. Regardless of your title, you will also examine the factors to consider when entering the global marketplace of the Web and how to evaluate the success of an online brand. The sum total will be a thorough grounding in the principles needed to gain the success your online brand deserves.

Target Audience
This course is an overview for managers, brand managers, and marketing personnel who wish to build strong brands in the e-marketplace.

Expected Duration
3.5 hours

Lesson Objectives:

Old Traditions and New Perspectives on Branding

Identify the key benefits of online branding.

Identify the strengths of online branding as they relate to specific examples in the e-marketplace.

Match the characteristics of brand equity with online consumer behaviors that demonstrate each.

Match the four goals of branding with examples of different online marketing activities that accomplish each goal.

Evaluate an organization's online branding program to determine what activities are required to successfully meet the four goals of branding in a given scenario.

Identify brand examples that demonstrate the four branding principles.

Determine marketing activities that effectively apply key branding principles in the e-marketplace.

Branding in an Online Environment

Recognize the benefits of using an online environment for building strong brands.

Match the characteristics of the e-marketplace with specific online activities that illustrate each.

Identify online branding activities that are relevant to the Internet customer.

Match specific online technologies to the branding objectives they achieve.

Utilize the most effective activities involving online technology to accomplish branding objectives in a given marketing scenario.

Online Branding for Managers

Identify the benefits of online branding for managers.

Determine whether a company should use the Internet as a major marketing tool in a given scenario.

Match types of web sites to the marketing conditions that each effectively addresses.

Identify the key considerations for marketing an online brand to a global audience.

Identify the appropriate evaluation strategies for measuring each of the brand performance indicators.

Utilize evaluation strategies to assess the effectiveness of online brand performance in a given scenario.

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The Online Branding Environment

Overview/Description
When a new marketing medium emerges, in this case, the Internet, marketers have to adapt. No matter how marketing savvy they may have been in the use of traditional media, such as newspapers, magazines, radio, and television, the Internet is a whole new world. In this course, marketers will be brought up to speed in the fast-paced world of online branding by a thorough examination of the e-marketplace and its customers. Learners will explore the difference between traditional brands and cyberbrands as well as discover how to use the Web's interactivity to build strong online brands. The course also examines how consumers adopt brands in the Web environment and how marketers build strong brand relationships with consumers. If online branding seems perilous to you now, with this course as a guide, you can be assured of smooth sailing and a successful transition of your brands to the online world.

Target Audience
This course is for managers, brand managers, and marketing personnel who wish to build strong brands in the e-marketplace.

Expected Duration
3.0 hours

Lesson Objectives:

Branding in the E-marketplace

Identify the benefits of using a web environment to build a strong brand.

Identify how the characteristics of the Internet will impact branding activities of a company.

Select Web activities that effectively meet the criteria for creating a cyberbrand.

Recommend improvements for creating an effective cyberbrand based upon an evaluation of a given organization's web site activities.

Identify an organization's marketing activities that accomplish the objectives for effective web site content.

Utilize web site content to effectively strengthen an organization's brand in a given scenario.

Associate online marketing activities to the three levels of consumer involvement that each represents.

The E-customer

Identify the benefits of knowing the characteristics of Internet customers.

Relate online marketing activities to the consumer motivations that each best addresses.

Match typical online consumer activities to their associated step in the new brand adoption process.

Utilize web-based marketing activities to effectively guide the online consumer through the brand adoption process in a given scenario.

Associate effective web site activities for building strong brand relationships with examples of each.

Relate various consumer preferences to the particular generation of Web user they best represent.

Determine the most effective online marketing activities for selling a brand based upon an evaluation of the target audience's gender and generation.

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Strategies for Building an Online Brand

Overview/Description
When a product lands on the Internet, the brand becomes more than a mere name; it becomes an interactive brand experience. This course will provide marketers with strategies for building strong online brands by maximizing the interactive nature of the Web. The course begins by identifying key branding objectives and provides useful strategies to take offline brands into an online environment. Additionally, the course explores tactics for building and maintaining long-term online customer relationships. The use of affiliates, e-mail, and virtual communities are also examined to help marketers make full use of the Web's interactivity. Armed with this array of strategies and tactics, the marketer will be able to build a solid platform for online branding success.

Target Audience
This course is for managers, brand managers, and marketing personnel who wish to build strong brands in the e-marketplace.

Expected Duration
7.0 hours

Lesson Objectives:

The Power of Interactive Branding

Identify the benefits of using the Web's interactivity to build brands.

Associate the three objectives for building a strong online brand with related online marketing activities.

Match strategies for taking offline brands online to the marketing activities that accomplish each.

Identify strategies that hypothetical companies can implement to encourage sales on their web sites.

Utilize marketing activities to encourage sales on a retail web site in a given scenario.

Building Online Customer Relationships

Identify the benefits of building an online relationship with your customers.

Identify the strategies for building an online customer base.

Use marketing activities to effectively apply the strategies for building an online customer base in a given scenario.

Identify the strategies for building online brand loyalty.

Recommend improvements for building brand loyalty based upon an evaluation of an organization's web site activities in a given scenario.

Optimizing Support Tools to Build Online Brands

Identify the benefits of using support tools to build online brands.

Identify marketing activities that accomplish the steps for creating a successful affiliate program.

Match the three criteria for a successful e-mail campaign to the online marketing activities that accomplish each.

Identify the characteristics of a successful virtual community.

Evaluate an organization's virtual community to increase its marketing effectiveness in a given scenario.

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Online Branding Strategy

When moving to an online environment, marketers need to ensure that their marketing strategy for branding is developed with Internet marketing strategies in mind. To launch a new marketing strategy, marketers must understand how consumers interact with the Web and how this can result in building a strong branding. Their marketing strategy must consider how consumers adopt Web branding in order for them to build enduring relationships with customers.

An online world requires adapting to a new marketing strategy. To develop and an effective online marketing strategy, companies must grasp the concepts of Internet branding as well as how to use Web interactivity. When professionals understand how consumers adopt brands in the Web environment, they will be able to develop a marketing strategy resulting in branding that creates a lasting impression.

Benefits of CBT Direct’s Online Branding Strategy Training

CBT Direct boasts the most beneficial online training on the market. With CBT Direct’s online training, you have the flexibility to study on your schedule, and with the speed and reliability of the internet, CBT Direct’s Online Branding Strategy training course is accessible anywhere you have an internet connection. Convenience finally costs less with CBT Direct - the most affordable online training solution today.

The unique design of CBT Direct’s Online Branding Strategy course emphasizes learner initiative, self-management and experiential learning. CBT Direct’s online course design begins with the definition of user-focused performance objectives and then proceeds to the selection and implementation of instructional strategies and learning activities appropriate for those objectives. This effective instruction model for CBT Direct’s Online Branding Strategy training course ensures the greatest level of comprehension and retention.

Who Benefits from CBT Direct’s Online Branding Strategy Training?

This course is well suited for any marketing professional who needs to understand how Web strategies and interactivity can build strong Internet branding.

What Professionals Will Learn from CBT Direct’s Online Branding Strategy Training

CBT Direct’s Online Branding Strategy course will provide marketers with new ideas for a marketing strategy that builds strong online branding.

Our course begins by identifying key branding objectives and provides useful marketing strategy to take offline brands into an online environment. It then explores tactics for building and maintaining long-term online customer relationships. The use of affiliates, e-mail, and virtual communities are also examined to help marketers make full use of the Web's interactivity in their marketing strategy. Professionals will be able to build a solid platform for online branding success armed with this array of marketing strategies and tactics. Click here to see a detailed curriculum outline.

Learners will have a comprehensive overview of the effects the Internet has on marketing a particular brand. Beginning with a brief review of the basics, learners will then move on to explore how, using traditional principles, today's e-marketers are refining older paradigms to create successful, online marketing strategy. To provide a full scope of online branding, our course examines the unique characteristics of the e-marketplace, the e-customer, and the effect technology has had on brand messages so professionals can develop their own marketing strategy to increase their company’s awareness.

Marketing professionals will discover a fresh perspective regarding just who should be building brands on the Web and content ideas for a Web presence. They will examine the factors to consider when entering the global marketplace of the Web and how to evaluate the success of an online branding marketing strategy.

This course steps the marketer through old traditions and new perspectives on branding, the benefits of online marketing strategies, the use of Web interactivity to create durable branding and how to attract customers, gauge their interest and increase brand recognition.

CBT Direct’s Online Branding Strategy training will be a thorough grounding in the principles of online branding and will help companies to launch an online marketing strategy.

Online Branding Strategy