Understanding Brand Equity & Positioning (Product & Retailer)

Objectives

To build the participant's awareness and understanding of brand equity (product and retail banner) and competitive positioning and how they can influence perception and loyalty to a product and/or a retailer. To gain a greater appreciation for how various business planning choices and their execution can impact equity and positioning for a brand or banner.

Description

This course will teach participants the essence of brand equity and positioning. What they are, how they are created and how they can be leveraged or destroyed. The course will address loyalty to a brand or retail banner. What it is, the various ways of defining it and the linkage to brand or banner equity and positioning. Participants will learn how brand and banner merchandising decisions and their execution can build/erode equity, positioning and loyalty.

Key Learning

• Brand (product) & Retail Banner Equity - Definition
• Brand & Retail Banner Positioning - Definition
• Loyalty - Definition, Measurement
• Linkage Between Equity, Positioning & Loyalty
• Impact of Category Business Planning and Merchandising decisions/execution on brand and retail banner equity, positioning and loyalty
• Course application to tomorrow's business
• Advanced Courses