The School of Real Marketing
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F5

Brand Strategy

Distinctiveness AND differentiation — relative, not unique

Primary sources:Sharp · Romaniuk · Aaker · Keller · Ries & Trout

Lectures

  1. 01What is Brand Equity?Free
  2. 02The Aaker Model: Five Dimensions of Brand EquityPro
  3. 03Keller's CBBE Pyramid: Building Brands Step by StepPro
  4. 04How Brands Grow: The Ehrenberg-Bass ChallengePro
  5. 05Mental Availability & Category Entry PointsPro
  6. 06Physical Availability: The Forgotten Growth LeverPro
  7. 07Distinctiveness vs. Differentiation: The Core TensionPro
  8. 08Distinctive Brand Assets: Building & MeasuringPro
  9. 09Brand Architecture & Portfolio StrategyPro
  10. 10Brand Positioning & Relative DifferentiationPro
  11. 11Brand Health MeasurementPro
  12. 12Brand in the Digital AgePro
  13. 13Brand Valuation & the CFO ConversationPro
  14. 14Integration: the brandPro

Quizzes

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

Case studies

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