Develop and maximise the potential of brand and brand portfolios, in both the long and short term. Determine the brand growth levers and how to manage them over time to achieve customer and commercial success.
Introduction to brand strategy and development
Double jeopardy concept in marketing
Triple jeopardy of brand attention
Brand soul and goal diamond
Brand distinctiveness
Brand differentiation
Brand positioning
Brand partnerships
Brand measurement
Managing brand portfolios over time
Understand the fundamentals of brand strategy and development
Explore the double jeopardy and triple jeopardy concepts in marketing
Analyze and define brand soul and the goal diamond framework
Learn how to build brand distinctiveness and differentiation
Develop effective brand positioning strategies
Explore brand partnerships to drive growth
Apply techniques for measuring brand performance
Manage brand portfolios for long-term and short-term success
Identify and leverage brand growth levers for customer and commercial success
