M3
Foundation module
Brand as Competitive Instrument
10 lectures7× FRAMEWORK · 1× HEURISTIC · 2× META — what do these labels mean?
M3 · The productive tension
Brand buildingandcompetitive intelligence.
Kapferer · Keller · Sharp · Barwise
Lectures
10 lectures
0 of 10 · 0%
- M3-01The Armoury and the Evidence — the brand as competitive instrument2 SPTake the quiz →
- M3-02Brand Equity as an Entry Barrier — what the evidence supports2 SPTake the quiz →
- M3-03Distinctiveness versus Differentiation — the masterclass2 SPTake the quiz →
- M3-04The Legal Moat — trademark protection of distinctive assets2 SPTake the quiz →
- M3-05Competitive Intelligence — from Dirichlet norms to war games2 SPTake the quiz →
- M3-06Portfolio as Order of Battle — flankers, fighters and architecture against competitors2 SPTake the quiz →
- M3-07Defending Against Private Label and Hard Discounters2 SPTake the quiz →
- M3-08Brand Valuation and the Deal Table — finance-grade methods, their assumptions, and the brand in M&A2 SPTake the quiz →
- M3-09Crisis and the Reputation Reservoir — the brand under fire2 SPTake the quiz →
- M3-10The War Room — capstone: the competitive brand audit2 SPTake the quiz →
Quizzes
10 quizzes
A short quiz per lecture to test your grasp of the material.
- M3-01The Armoury and the Evidence — the brand as competitive instrumentTake the quiz →
- M3-02Brand Equity as an Entry Barrier — what the evidence supportsTake the quiz →
- M3-03Distinctiveness versus Differentiation — the masterclassTake the quiz →
- M3-04The Legal Moat — trademark protection of distinctive assetsTake the quiz →
- M3-05Competitive Intelligence — from Dirichlet norms to war gamesTake the quiz →
- M3-06Portfolio as Order of Battle — flankers, fighters and architecture against competitorsTake the quiz →
- M3-07Defending Against Private Label and Hard DiscountersTake the quiz →
- M3-08Brand Valuation and the Deal Table — finance-grade methods, their assumptions, and the brand in M&ATake the quiz →
- M3-09Crisis and the Reputation Reservoir — the brand under fireTake the quiz →
- M3-10The War Room — capstone: the competitive brand auditTake the quiz →
Concepts
Active recall beats rereading: retrieve the definition from memory first, then flip the card.
Case studies
1 case studies
Integrative cases where the module's concepts meet a single brand or situation.