This course suggests how branding creates value for the product through standardization and quality assurance. Branding can also differentiate your product or offering compared to competitors. In marketing, it is the ultimate differential advantage. Branding also creates a value independent of the product or service you’re offering. It is an intangible asset often commanding 5-10 times product revenue. For example, the highest brand value today is Apple, which has replaced Coca Cola as the highest intangible value asset.
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Branding for Differential Advantage with Jagdish Sheth
Ce cours fait partie de Spécialisation Creating a Differential Competitive Advantage -Jagdish Sheth
Instructeur : Jagdish Sheth
Inclus avec
Expérience recommandée
Compétences que vous acquerrez
- Catégorie : Understand how branding is an intangible asset
- Catégorie : Understand the value of branding
- Catégorie : Understand how to do brand extension
- Catégorie : Understand how to differentiate brands by their ingredients and their recipes and packaging
- Catégorie : Understand how to create a global brand
Détails à connaître
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10 devoirs
Découvrez comment les employés des entreprises prestigieuses maîtrisent des compétences recherchées
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Il y a 3 modules dans ce cours
There are two types of brands: full-line generalists such as Walmart and Amazon, and unique specialty brands including Footlocker and Toys“R”Us. The full-line generalists are volume-driven brands, whereas specialty brands are margin-driven.
Inclus
14 vidéos5 lectures2 devoirs2 sujets de discussion
This module focuses on how to differentiate brands as opposed to differentiating products. It also shows how commodities such as dairy and agricultural cereals can be differentiated through branding. Moreover, this module highlights several ways brands such as Coca Cola have differentiated their soft drinks.
Inclus
22 vidéos4 devoirs
This module is focused on how to extend well-known brands into other products and services to enhance the value of the brand. Launching a new brand is outrageously expensive and therefore extending a brand which has strong loyalty is faster and cheaper.
Inclus
21 vidéos1 lecture4 devoirs1 évaluation par les pairs
Instructeur
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Recommandé si vous êtes intéressé(e) par Marketing
University of Illinois Urbana-Champaign
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