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Branding for Differential Advantage with Jagdish Sheth

Ce cours n'est pas disponible en Français (France)

Nous sommes actuellement en train de le traduire dans plus de langues.

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

3 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

niveau Débutant

Expérience recommandée

8 heures à compléter

Planning flexible

Apprenez à votre propre rythme

3 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

niveau Débutant

Expérience recommandée

8 heures à compléter

Planning flexible

Apprenez à votre propre rythme

Compétences que vous acquerrez

Catégorie : Brand Loyalty
Catégorie : Brand Marketing
Catégorie : Competitive Analysis
Catégorie : Brand Strategy
Catégorie : Brand Management
Catégorie : Branding
Catégorie : Cost Reduction
Catégorie : Product Lining
Catégorie : Value Propositions
Catégorie : Promotional Strategies

Détails à connaître

Certificat partageable

Ajouter à votre profil LinkedIn

Évaluations

10 affectations¹

Noté par l'IA voir l'avis de non-responsabilité

Enseigné en Anglais

91%

of learners achieved a positive career outcome

Découvrez comment les employés des entreprises prestigieuses maîtrisent des compétences recherchées

En savoir plus sur Coursera pour les affaires

logos de Petrobras, TATA, Danone, Capgemini, P&G et L'Oreal

Élaborez votre expertise du sujet

Ce cours fait partie de la Spécialisation "Creating a Differential Competitive Advantage -Jagdish Sheth"

Lorsque vous vous inscrivez à ce cours, vous êtes également inscrit(e) à cette Spécialisation.

Apprenez de nouveaux concepts auprès d'experts du secteur
Acquérez une compréhension de base d'un sujet ou d'un outil
Développez des compétences professionnelles avec des projets pratiques
Obtenez un certificat professionnel partageable

Il y a 3 modules dans ce cours

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.

Détails du module

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

14 vidéosTotal 56 minutes

Course Intro0 minutes
The Competitive Positioning of Brands - 014 minutes
The Competitive Positioning of Brands - 024 minutes
The Competitive Positioning of Brands - 032 minutes
The Competitive Positioning of Brands - 042 minutes
The Competitive Positioning of Brands - 054 minutes
The Competitive Positioning of Brands - 066 minutes
The Competitive Positioning of Brands - 074 minutes
The Competitive Positioning of Brands - 085 minutes
The Competitive Positioning of Brands - 096 minutes
The Competitive Positioning of Brands - 105 minutes
The Competitive Positioning of Brands - 115 minutes
The Competitive Positioning of Brands - 124 minutes
The Competitive Positioning of Brands - 135 minutes

5 lecturesTotal 45 minutes

About This Course10 minutes
About the Assignments10 minutes
Discussion Forum Guidelines10 minutes
About Peer Reviews10 minutes
Get help and meet other learners in this course. Join your discussion forums!5 minutes

2 devoirsTotal 30 minutes

Module 1 Practice Quiz15 minutes
Module 1 Summative Quiz15 minutes

2 sujets de discussionTotal 20 minutes

Meet and Greet10 minutes
General Course Discussion10 minutes

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

22 vidéosTotal 76 minutes

Branding for Differential Advantage - 014 minutes
Branding for Differential Advantage - 023 minutes
Branding for Differential Advantage - 032 minutes
Branding for Differential Advantage - 042 minutes
Branding for Differential Advantage - 052 minutes
Branding for Differential Advantage - 067 minutes
Branding for Differential Advantage - 073 minutes
Branding for Differential Advantage - 082 minutes
Branding for Differential Advantage - 092 minutes
Branding for Differential Advantage - 102 minutes
Branding for Differential Advantage - 115 minutes
Branding for Differential Advantage - 126 minutes
Branding for Differential Advantage - 133 minutes
Branding for Differential Advantage - 144 minutes
Branding for Differential Advantage - 154 minutes
Branding for Differential Advantage - 166 minutes
Branding for Differential Advantage - 175 minutes
Branding for Differential Advantage - 183 minutes
Branding for Differential Advantage - 193 minutes
Branding for Differential Advantage - 204 minutes
Branding for Differential Advantage - 212 minutes
Branding for Differential Advantage - 222 minutes

4 devoirsTotal 60 minutes

Module 2A Practice Quiz15 minutes
Module 2B Practice Quiz15 minutes
Module 2A Summative Quiz15 minutes
Module 2B Summative Quiz15 minutes

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

21 vidéosTotal 63 minutes

Do Brands Have Nine Lives? - 014 minutes
Do Brands Have Nine Lives? - 023 minutes
Do Brands Have Nine Lives? - 033 minutes
Do Brands Have Nine Lives? - 045 minutes
Do Brands Have Nine Lives? - 052 minutes
Do Brands Have Nine Lives? - 063 minutes
Do Brands Have Nine Lives? - 072 minutes
Do Brands Have Nine Lives? - 083 minutes
Do Brands Have Nine Lives? - 092 minutes
Do Brands Have Nine Lives? - 102 minutes
Do Brands Have Nine Lives? - 112 minutes
Do Brands Have Nine Lives? - 122 minutes
Do Brands Have Nine Lives? - 132 minutes
Do Brands Have Nine Lives? - 143 minutes
Do Brands Have Nine Lives? - 151 minute
Do Brands Have Nine Lives? - 163 minutes
Do Brands Have Nine Lives? - 174 minutes
Do Brands Have Nine Lives? - 185 minutes
Do Brands Have Nine Lives? - 193 minutes
Do Brands Have Nine Lives? - 203 minutes
Do Brands Have Nine Lives? - 214 minutes

1 lectureTotal 10 minutes

About Peer Reviews10 minutes

4 devoirsTotal 60 minutes

Module 3A Practice Quiz15 minutes
Module 3B Practice Quiz15 minutes
Module 3A Summative Quiz15 minutes
Module 3B Summative Quiz15 minutes

1 évaluation par les pairsTotal 90 minutes

Submit Your Project Here90 minutes

Obtenez un certificat professionnel

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