Retail Dogma

Branding & Positioning

Current Status
Not Enrolled
Price
Membership
Get Started

Overview

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.