Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy
10.- The Branding Process, Part 2
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Mar 9, 2020
I have learned a lot. Thanks to Coursera, I have got the opportunity to have access to the knowledge shared by IESE. THANK YOU!!
Oct 19, 2020
Great course. This was an excellent opportunity to learn about marketing and how it helps the companies to be more successful.
From the lesson
Week 3: Building Strong Brands
Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand.
Taught By
Mario Capizzani
Senior Lecturer
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