Kennesaw State University

Branding for Differential Advantage with Jagdish Sheth

Kennesaw State University

Branding for Differential Advantage with Jagdish Sheth

This course is part of Creating a Differential Competitive Advantage -Jagdish Sheth Specialization

Jagdish Sheth

Instructor: Jagdish Sheth

Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

8 hours to complete
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

8 hours to complete
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

10 assignmentsÂą

AI Graded see disclaimer
Taught in English

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This course is part of the Creating a Differential Competitive Advantage -Jagdish Sheth Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 3 modules in this course

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.

What's included

14 videos5 readings2 assignments2 discussion prompts

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.

What's included

22 videos4 assignments

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.

What's included

21 videos1 reading4 assignments1 peer review

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Instructor

Jagdish Sheth
Kennesaw State University
14 Courses 7,413 learners

Offered by

Kennesaw State University

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