Recently Updated Pages
Defining Product
A product is a bundle of attributes (features, functions, benefits, and uses) that a person recei...
Why It Matters: Product Marketing
Why make product marketing decisions based on product life cycle and product portfolio structure?...
Module 9 Assignment: Marketing Plan, Part 2
Student Instructions Complete the following information about the organization and products and/...
Putting It Together: Branding
Investigating Brand Power As noted earlier in this module, every year organizations conduct anal...
Brand Development Strategies
Managing Brands As Strategic Assets As organizations establish and build strong brands, they can...
Packaging
Creating the Perfect Package Product packaging is an underappreciated hero in the marketing worl...
Name Selection
What’s in a (Brand) Name? A brand identifies a company, product, or service as dis...
Brand Positioning and Alignment
Building Strong Brands: Consistency Matters In order to make an impression in a market, brands n...
Brand Equity
Brand Equity In marketing, brand equity refers to the value of a well-known brand that conjures ...
Types of Brands
There Are Many Types of Brands Many kinds of things can become brands. Different types of brands...
Elements of Brand
What Is a Brand? As we start our exploration of brand and its role in marketing, take a few minu...
Learning Hacks: How Should I Study Across Topics?
THE HACK Frequently switch up what you study rather than focusing on the same topic The Story ...
Why It Matters: Branding
Why analyze elements of a brand and explain how the brand-building process contributes to the suc...
Module 8 Discussion: Positioning and Differentiation
Instructions Write a post for the Discussion on this topic, addressing the questions below. Unle...
Putting It Together: Positioning
Positioning Your Way Out of Obscurity Let’s get back to the challenge that started this module...
Implementing Positioning Strategy
Putting Positioning into Practice The positioning strategy, embodied in a strong positioning sta...
Repositioning
When It’s Time to Change Direction After they are initially introduced to the market, products...
Developing Positioning Statements
A Simple Formula A positioning statement is one sentence that succinctly identifies the target...
The Positioning Process
Getting to the Right Position Arriving at the best positioning and differentiation strategy invo...
Defining Positioning and Differentiation
What Makes You Different and Better? Positioning is a strategic process that marketers use to de...