BRANDING STRATEGY, POSITIONING & DIFFERENTIATION

Course structure: 4 sessions, 4 academic hours each. The course will include videos, a case study, and review of local and international strategies.

Content: What is a brand? How does it work? What is brand value? How is it built and measured? What are the important decisions in developing a branding strategy? What is positioning? How can effective market positioning, how to create differentiation be communicated? What media mix should be selected?

Added Value: Modern marketing today is built on strong branding because it yields consumer loyalty, preference for your product, simplifying the decision-making process in a compressed world, charging a higher price, profitability, business leverage, and barriers to new competitors.

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