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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...
Why It Matters: Positioning
Why create a product or service positioning statement that aligns with a value proposition and a ...
Module 7 Discussion: Customer Profile
Instructions Write a post for the Discussion on this topic, addressing the questions below. Each...
Putting It Together: Consumer Behavior
Applying the Concepts: Finn’s Family Buys a Pet Do you remember Finn, the newest little consumer...
The Organizational Buying Process
Making B2B Buying Decisions The organizational buying process contains eight stages, which are l...
Organizational Buyer Behavior
Individual consumers are not the only buyers in a market. Companies and other organizations also ...
Social Factors
People Influencing People Social factors represent another important set of influences on consum...