Marketing Agency
Introduction to Elements of Brand What you’ll learn to do: describe the elements of brand and how brands add value to an organization’s products and services If you walk through a parking lot at school, work, or… the elements of brand and how brands add value to an organization’s products and services
Why It Matters: Branding Why learn about branding? Pop Quiz! Instructions: Grab a piece of paper and jot down answers to the following questions: What is your favorite brand of clothing? Why is it your favorite? List… Why It Matters: Branding
Putting It Together: Positioning Positioning Your Way Out of Obscurity Let’s get back to the challenge that started this module: how to position and differentiate a company in a crowded field of competitors. You’ll recall… Putting It Together: Positioning
Introduction to Implementing a Positioning Strategy What you’ll learn to do: describe the process of implementing a positioning strategy With your new positioning strategy and a well-formulated positioning statement, you are poised to take action. But… Introduction to Implementing a Positioning Strategy
Repositioning LEARNING OBJECTIVES Explain repositioning and the associated risks and complexities of repositioning a product or service When It’s Time to Change Direction After they are initially introduced to the market, products, services, and brands are… Repositioning
Introduction to Repositioning What you’ll learn to do: explain repositioning and the associated risks and complexities of repositioning a product or service Positioning is a powerful tool, but when you position a product, service, or… Introduction to Repositioning
Introduction to Developing Positioning Statements What you’ll learn to do: develop and evaluate positioning statements based on defined criteria After marketers work through the process of homing in on the best positioning strategy, they arrive at… Developing Positioning Statements
The Positioning Process LEARNING OBJECTIVES Explain the concept of competitive advantage and how it relates to positioning strategy Differentiate between product features and benefits Explain positioning (perceptual) maps Identify common positioning strategies Getting to the… The Positioning Process
Introduction to the Positioning Process What you’ll learn to do: explain the process of selecting a positioning and differentiation strategy Positioning and differentiation are powerful tools to help you establish the market position you want for… the process of selecting a positioning and differentiation strategy
Introduction to Defining Positioning and Differentiation What you’ll learn to do: define product positioning and differentiation, and explain why they are important to marketing a product or service Positioning addresses an important question: What do you… Introduction to Defining Positioning and Differentiation