Strategies that Build Winning Brands

This program equips learners to develop their brand’s positioning, character and purpose, and create a powerful marketing plan for real-world application. Successful completion of the full program is required to earn this Certificate of Completion. Program content includes: Module 1 - The Power and Challenge of Branding Understand what we mean by “brands” and how they add value Distinguish how brands can both help and hurt a product’s proposition Demonstrate the importance of building customer advantage Module 2 - Defining Your Brand: Targeting, Positioning, Character and Purpose Assess the risks and benefits of designing products and services to appeal to everyone in a heterogeneous market vs. a hyper-targeted one Apply the rules for picking a smart target market Construct a positioning statement which captures a winning brand positioning Determine whether a cause- or purpose-driven marketing approach could add a tailwind to the positioning Module 3 - Bringing Your Brand to Life: Brand Design and Touch Points Develop personas to gain clarity on who your target customers are Construct a meaningful customer journey for a product category and identify crucial touch points Module 4 - Building a Strong Brand Portfolio Learn how to manage a brand portfolio together as a system and best practices for portfolio management Examine the different options available when building a portfolio Analyze whether you should launch a new brand or do a brand extension Module 5 - Managing Your Brands Learn different methods for assessing brand health Recognize the shortcomings of legacy brand tracking measures for measuring brand association networks Apply the Awareness/Liking/Share model of Brand Tracking to diagnose key brand challenges and potential strategic solutions Create a powerful and concise one page marketing plan that will garner support from management Module 6 - Brand Strategy Growth and Defense Explain why most businesses have to grow to stay healthy Construct a strategically-designed brand or line extension Evaluate growth opportunities from both broadening a brand and tightening its focus Analyze competitive threats and determine if and/or how you need to defend your brand Create a strategic defense plan