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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From the course by IESE Business School
Marketing: Customer Needs and Wants
IESE Business School
Course 3 of 5 in the Specialization Foundations of Management
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.
Meet the Instructors
Mario CapizzaniLecturer
Marketing
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