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MiniMBA in Brand ManagementMiniMBA in Marketing

Module 5

Brand Positioning

relative differentiation / positioning statements / articulation

Module length: 1 hr 25 mins
Readings: 4
Study time: 2 hrs

It’s a pivotal moment for any brand manager to work out what is the positioning of their brand. Most brand positioning work is over complicated and simply isn’t good enough.

This module guides you how can you define brand in a simple, concise way which will lead to genuine differentiation and impact the market. Learn from Mark’s huge experience working for several billion-dollar brands on their positioning and understand an advanced method to do positioning unlike any other.

Other Modules

1 what and why
Module 1 THE WHAT & WHY OF BRAND
Module 1THE WHAT & WHY OF BRAND

the concept of brand / brand equity / brand salience

Module length: 1 hr 8 mins

Reading: 4

Study time: 2 hrs

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2 brand management
Module 2 BRAND MANAGEMENT
Module 2BRAND MANAGEMENT

brand management / brand planning / brand building

Module length: 1 hr 31 mins

Reading: 4

Study time: 2 hrs

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3 brand diagnosis
Module 3 BRAND DIAGNOSIS
Module 3BRAND DIAGNOSIS

brand heritage / founders / brand research

Module length: 1 hr 46 mins

Reading: 4

Study time: 2 hrs

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4 targeting
Module 4 TARGETING
Module 4TARGETING

target marketing / mass marketing / two-speed planning / the long and the short

Module length: 58 mins

Reading: 4

Study time: 2 hrs

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6 brand codes
Module 6 BRAND CODES
Module 6BRAND CODES

distinctiveness / salience / codifying / brand execution

Module length: 1 hr 30 mins

Reading: 4

Study time: 2 hrs

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7 brand objectives
Module 7 BRAND OBJECTIVES
Module 7BRAND OBJECTIVES

funnel building / strategic goals / brand strategy

Module length: 1 hr 19 mins

Reading: 4

Study time: 2 hrs

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8 brand architecture
Module 8 BRAND ARCHITECTURE
Module 8BRAND ARCHITECTURE

brand portfolios / consolidation / diversification

Module length: 1 hr 34 mins

Reading: 6

Study time: 2 hrs

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9 tactical execution
Module 9 TACTICAL EXECUTION
Module 9TACTICAL EXECUTION

from strategy to execution / disruptive consistency / codification / exemplars

Module length: 1 hr 43 mins

Reading: 4

Study time: 2 hrs

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10 Budgeting brand tracking
Module 10 BUDGETING & BRAND TRACKING
Module 10BUDGETING & BRAND TRACKING

setting the branding budget / zero-based budgets / brand health

Module length: 1 hr 40 mins

Reading: 4

Study time: 2 hrs

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