This is a short course to introduce you to one of the fundamentals of brand management i.e Brand positioning. The method used is that of taking real life examples which participants would be familiar with.
We look at how a brand concept is written. The different parts of a brand concept- Insight | Benefit | RTB How to ensure that we write brand concepts that translate into engaging communications.
Through the course we'll identify why some brands are able to make consistently good communication and others are not. The course will make you understand that marketers need consumer centricity and insights to develop engaging communication and do not have to rely on creative genius. We'll also look at how to test brand concepts with consumers. Lastly we would look at the journey of a brand over 2 decades and how its positioning and communication have evolved. The course is industry agnostic and the principles can be applied to brands in any category. Though the examples used are those of the Indian market, the principles remain the same across markets. The course provides you with the fundamental strategy of developing communication regardless of the media vehicle, whether it's TV, Print, Radio or digital medium. At the end of this course you would learn to look at advertising from a marketers lens and decode the marketing strategy behind it.
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