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32: The Flexible Components of a Brand

30 STUDENTS ENROLLED

About this course

In our previous course, Course 31: The Fundamentals of a Brand, we looked at the part of the brand that is sacrosanct and theoretically should endure. The part of the brand that is inflexible.

In this course, we will dig more deeply into the variable, or flexible components of a brand, namely; target consumers, functional benefits, emotional benefits and constraints.

This course looks at the part of a brand that is variable and prone to change.

Marketing professionals in the consumer goods or retail industry, who want to understand the fundamentals around building an effective brand.

45 mins – 1 hour

Course Curriculum

IS2C02U01 – Introduction 00:05:00
IS2C02U02 – The Bottom Half 00:10:00
IS2C02U03 – Flexible vs. Inflexible Parts Podcast 00:05:00
IS2C02U04 – The New Brand Manifesto 00:05:00
IS2C02Q01 01:00:00
IS2C02U05 – Flexible Traits of Your Brand 00:10:00
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