Retail Dogma


Branding & Positioning

Online course that explains branding & positioning, with real-life examples and case studies.

About This Course

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Recommended Prep Courses

Prep courses are optional, but we recommend taking them first or have the equivalent knowledge before enrolling in this course

Branding & Positioning Course Overview

This course explains how brands are built & managed.

It explains the strategic brand management process and goes into the details of establishing a brand positioning, and building, measuring and managing brand equity.

positioning a product

Students will learn about the process, through numerous real-life examples from inside and outside the retail industry, that show the right and wrong ways to brand and position a product.

choosing brand elements

At the end of the course, students will view a case study of branding and positioning for one of the most successful companies.

Branding & Positioning Course Objectives:

Upon completing this course, you should be able to:

  • Understand the meaning of branding and positioning
  • Know how to build, measure and manage brand equity
  • Learn about the main brand equity drivers
  • Understand how to choose brand elements
  • Understand the process of positioning
  • Use points of difference and points of parity for positioning a product
  • Learn when to use brand extensions vs. brand portfolio

Upon completing the course and passing the final assessment, students get a course completion certificate.

This course includes :

Complete one of the following learning paths & receive a path completion certificate!

career certificate in retail management
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