Approaches to brand development have become a highly sought-after skill in the context of the evolving market environment, the development of available communication tools and platforms. As such, brand is not only a topic for the corporate sphere, but also for the non-profit sector, for example. Brand development is more than a mere marketing tool to support sales, but its principles serve to present and spread the value represented by the brand. Knowledge of the principles of brand development within a business model also enables a better understanding of the principles of marketing and business as such. The course explains the role of branding as part of a company's business activities. It defines how to use branding to strengthen a company's business model and develop a business idea or innovation. It teaches participants to work with a brand development framework for practical application.

Course content:

1) Brand and the basic idea of brand development

2) BEA1 and the research and analytical approach to brand development

3) Motives for brand development and the meaning of brand from a business model perspective

4) Three aspects of a successful business and a successful brand

5) Value proposition and unique value proposition to define the brand promise

6) Evaluating market structure from a brand perspective and brand positioning

7) Brand identity and personality

8) Tonality and brand elements

9) Brand performance based on brand awareness, recognition, recall, association and perception

10) Brand development framework