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Course Title: How to Brand Your Company or Product
Instructor: Barry Silverstein
Curriculum: 5 units, plus Syllabus and Final Exam
Time Required: 3-4 weeks
Textbooks: None
Prerequisites: None. All students may enroll in this class
CEU Eligibility: Students who pass an exam will earn 2 CEUs
Course Fee: $20.00
Start Date: No waiting...Enroll now and start learning today!
“A great brand eventually becomes a valuable business asset – maybe your MOST valued business asset”.
Barry Silverstein

Why do consumers pay a premium for Apple’s iPhone, when they could buy a generic phone with similar features for a lower price? The answer to this intriguing question lies in the power of branding. In this exciting new course, author and marketing expert Barry Silverstein presents a comprehensive overview of how a small business or entrepreneur can create, improve, and market their brand. Whether your business is large or small, global or local, you will discover a wealth of new insights into creating a winning image for your company and products.

“I’ve always believed small companies could build great brands, if they just knew the secrets of the big brand marketers and had the right tools," explains Mr. Silverstein. "I’ve based this course on the strategies and techniques I used with world-class brand marketers. Using lots of examples, I show students how to apply these same concepts to any company or product, step by step, in an easy and fun course.”

What You Will Learn in this Course
Intro: Getting Started (Course Syllabus)

Unit 1: Branding Basics
  • What is a Brand
  • The Rational and Emotional Aspects of Brands
  • Brands that are Built to Last
  • Brands as Cultural Icons
  • What Makes Great Brands Stand Out
  • The Globalization of Brands
  • Colossal Brand Successes and Spectacular Brand Failures
  • Differences Between Branding a Company and a Product

Unit 2: Developing a Brand Position
  • Principles of Branding Your Company
  • Principles of Branding Your Product
  • Understanding Your Competition
  • Understanding Your Audience
  • Developing a Brand Positioning Statement
  • Differentiating Your Brand

Unit 3: The Brand Identity
  • How to Name Your Brand
  • How to Create a Brand Logo
  • How to Develop a Brand Slogan
  • Brand Packaging
  • Legal Issues: Copyrights, Trademarks and Patents

Unit 4: Launching the Brand
  • Establishing a Brand Identity
  • Bringing the Brand to Market
  • A Basic Brand Marketing Strategy

Unit 5: Brand Marketing
  • Brand Marketing Techniques and Tactics
  • Using Integrated Media to Promote the Brand
  • A Final Word About Brands

Unit 6: Final Exam
About the Author/Instructor

As both a branding and marketing expert, Barry Silverstein brings exceptional qualifications to this subject. Silverstein has over thirty years of experience in branding and marketing. He founded and ran Directech, Inc., an award-winning direct marketing agency for twenty years, where he worked with leading technology and financial brands. He also held senior management positions at Epsilon, a database marketing firm, and Arnold, a major ad agency.

Mr. Silverstein is the author of six business books. He wrote three books for the Collins Best Practices series of management books for small business, and two books about Internet marketing, Business-to-Business Internet Marketing and Internet Marketing for Information Technology Companies. While at Arnold, he co-authored the McGraw-Hill book, The Breakaway Brand.

Silverstein, a professional writer and marketing consultant, is a contributing writer to Brandchannel.com, the world’s leading online branding forum. He consults with small business owners on branding and marketing issues through the Small Business Center of a technical college in Asheville, North Carolina, where he resides with his wife and three dogs.


How to Participate in this Course

Enroll and start learning today! All course materials will be available when you start the class, so you don't have to wait for weekly lessons and you can truly learn at your own pace. You don't have to be online at any set time; study at your leisure from the comfort or your home or office.

The course curriculum will include tutorial lessons, suggested readings, and optional homework activities. If you are taking the class for enjoyment or self-enrichment, homework is optional but participation is encouraged. Students who approach online learning as an adventure and actively participate will derive the most benefit and enjoyment from online learning. Homework projects, if completed satisfactorily, will earn Extra Credit points which will be added to your Final Exam score and may increase the overall grade you earn in the course.

The Student Handbook provides useful information on how to make the most of your online learning experience at KSURF's Virtual University. Refer to this guide for helpful tips on how to access classrooms, post homework, and answers to most frequently asked questions.