This course is designed to help students acquire brand decision-making skills. Advertising and marketing theories, practical problems and traditional cases will be studied as they learn to build a strong brand strategy that will lead to a strong brand advertising strategy. This encompasses every facet of making advertising decisions for a brand. This involves understanding the content a consumer requires, how the consumer will come in contact with the brand, and what is the goal of the connection between consumer and content/contact.
Topics:
- Brand identity & personality
- Target audiences & consumer insights
- Strategic goals & research
- Brand auditing & competitive insights
- Brand positioning
- How brand strategy drives advertising strategy
- Ad strategy: concept
- Ad strategy: content + design
- Ad strategy: contact
- Ad strategy: campaign
- Brands in (a) crisis