EST. MMXXVIMarketing as a discipline, evidence as its base.8 August 2026 · NL · EN
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F5

Foundation module

Brand Strategy

14 lectures

13× FRAMEWORK · 1× HEURISTIC — what do these labels mean?

SYNTHESIS

F5 · The productive tension

Memory (Romaniuk)andculture (Holt).

Primary sources

Romaniuk · Sharp · Holt · Collins

Lectures

14 lectures

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  1. F5-01What is Brand Equity?FreeTake the quiz →
  2. F5-02The Aaker Model: Five Dimensions of Brand Equity2 SPTake the quiz →
  3. F5-03Keller's CBBE Pyramid: Building Brands Step by Step2 SPTake the quiz →
  4. F5-04How Brands Grow: The Ehrenberg-Bass Challenge2 SPTake the quiz →
  5. F5-05Mental Availability & Category Entry Points2 SPTake the quiz →
  6. F5-06Physical Availability: The Forgotten Growth Lever2 SPTake the quiz →
  7. F5-07Distinctiveness vs. Differentiation: The Core Tension2 SPTake the quiz →
  8. F5-08Distinctive Brand Assets: Building & Measuring2 SPTake the quiz →
  9. F5-09Brand Architecture & Portfolio Strategy2 SPTake the quiz →
  10. F5-10Brand Positioning & Relative Differentiation2 SPTake the quiz →
  11. F5-11Brand Health Measurement2 SPTake the quiz →
  12. F5-12Brand in the Digital Age2 SPTake the quiz →
  13. F5-13Brand Valuation & the CFO Conversation2 SPTake the quiz →
  14. F5-14Integration: the brand2 SPTake the quiz →

Quizzes

14 quizzes

A short quiz per lecture to test your grasp of the material.

  1. F5-01What is Brand Equity?Take the quiz →
  2. F5-02The Aaker Model: Five Dimensions of Brand EquityTake the quiz →
  3. F5-03Keller's CBBE Pyramid: Building Brands Step by StepTake the quiz →
  4. F5-04How Brands Grow: The Ehrenberg-Bass ChallengeTake the quiz →
  5. F5-05Mental Availability & Category Entry PointsTake the quiz →
  6. F5-06Physical Availability: The Forgotten Growth LeverTake the quiz →
  7. F5-07Distinctiveness vs. Differentiation: The Core TensionTake the quiz →
  8. F5-08Distinctive Brand Assets: Building & MeasuringTake the quiz →
  9. F5-09Brand Architecture & Portfolio StrategyTake the quiz →
  10. F5-10Brand Positioning & Relative DifferentiationTake the quiz →
  11. F5-11Brand Health MeasurementTake the quiz →
  12. F5-12Brand in the Digital AgeTake the quiz →
  13. F5-13Brand Valuation & the CFO ConversationTake the quiz →
  14. F5-14Integration: the brandTake the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 59 →

Case studies

7 case studies

Integrative cases where the module's concepts meet a single brand or situation.

  1. Integrative Capstone CaseIKEA — Distinctiveness and Differentiation in One BrandRead the case →
  2. Standalone CaseOatly — Disrupting a Category While Building a BrandRead the case →
  3. Standalone CaseProcter & Gamble — The Portfolio RationalizationRead the case →
  4. Standalone CaseMastercard — From Visual to Sonic BrandingRead the case →
  5. Standalone CaseVolvo — Owning Safety, Losing Relevance?Read the case →
  6. Standalone CaseThe Brand Tracker That Missed the DeclineRead the case →
  7. Standalone CaseDollar Shave Club — Digital Brand Building and the Acquisition PremiumRead the case →
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