Brand as Competitive Instrument

1. M3-01The Armoury and the Evidence — the brand as competitive instrumentMETA~12 min2 SPTake the quiz →
2. M3-02Brand Equity as an Entry Barrier — what the evidence supportsFRAMEWORK~11 min2 SPTake the quiz →
3. M3-03Distinctiveness versus Differentiation — the masterclassFRAMEWORK~10 min2 SPTake the quiz →
4. M3-04The Legal Moat — trademark protection of distinctive assetsFRAMEWORK~11 min2 SPTake the quiz →
5. M3-05Competitive Intelligence — from Dirichlet norms to war gamesHEURISTIC~11 min2 SPTake the quiz →
6. M3-06Portfolio as Order of Battle — flankers, fighters and architecture against competitorsFRAMEWORK~10 min2 SPTake the quiz →
7. M3-07Defending Against Private Label and Hard DiscountersFRAMEWORK~11 min2 SPTake the quiz →
8. M3-08Brand Valuation and the Deal Table — finance-grade methods, their assumptions, and the brand in M&AFRAMEWORK~11 min2 SPTake the quiz →
9. M3-09Crisis and the Reputation Reservoir — the brand under fireFRAMEWORK~10 min2 SPTake the quiz →
10. M3-10The War Room — capstone: the competitive brand auditMETA~11 min2 SPTake the quiz →

Case studies

1 case studies

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

1. Strategische casus (type 6) — competitieve merkverdediging onder private-label- en discounterdrukThe Discounter Offensive: Van Berkel Foods under fireRead the case →