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Strategic Library Branding: Brand Names and Touchpoints
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Course description
This is the first of a three-part series of workshops devoted to library and information services branding. The instructor begins by examining various marketing and communications elements to show how they work together to form a brand experience for library customers and other stakeholders. The workshop reveals how a brand works its magic through branding touchpoints to generating awareness and to shaping expectations and perceptions, including a library's value and position in the information marketplace. The workshop proceeds to discuss the first of many branding topics covered in the workshop series: strategies for naming library products and services, including considerations for brand name hierarchies; brand families; and brand portfolio management in conventional and electronic settings. The workshop features a hands-on activity to help participants identify how and where branding opportunities exist in their library settings.
Why take this course?
What people remember and perceive about your library and its services is your "brand," whether you manage it or not. Why not take your brand in hand and manage the perceptions of customers and other stakeholders, so their memories put your library in the most favorable light. If you are a library director, marketing team leader, library communications manager, or otherwise responsible for the perceptions of your library's products and services, this workshop and the Strategic Library Branding series is for you.
What you will learn
This workshop and the Strategic Library Branding series goes beyond Branding 101. The series focuses on the strategic aspect of branding and the role that it plays in library marketing and communications, both in conventional and electronic settings. The intent is to demonstrate and provide experiences which illustrate how an effective branding strategy involves more than a logo and tagline. The Brand Names and Touchpoints Workshop lays the foundation for implementing a robust mix of branding activities, and begins with brand name strategies. A group exercise heightens awareness of the pervasive nature of brands and uncovers opportunities ripe for leveraging in typical library and information services settings.
We recommend that you plan to participate in all 3 segments of the series to gain an in-depth understanding of branding and to derive the full benefit of the instructor's knowledge and experience. Each workshop is limited to 12 participants to ensure personal attention to unique branding situations.
Topics covered include
Brand Names and Touchpoints include:
- Basic concepts of branding
- Brand Awareness and perceptions
- Brand Names and naming strategies
- Brand Hierarchies and options
- Product and service name and co-brands
- Brand portfolios
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Course details
Course: M 213
Duration: 1/2 Day
Fee:
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154.00 |
| Non-Members: |
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220.00 |
Instructor:
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