Branding for Differential Advantage with Jagdish Sheth

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Branding for Differential Advantage with Jagdish Sheth

This course is part of Creating a Differential Competitive Advantage -Jagdish Sheth Specialization

Instructor: Jagdish Sheth

Included with

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3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

10 assignments¹

AI Graded see disclaimer

Taught in English

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Build your subject-matter expertise

This course is part of the Creating a Differential Competitive Advantage -Jagdish Sheth Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 3 modules in this course

This course suggests how branding creates value for the product through standardization and quality assurance. Branding can also differentiate your product or offering compared to competitors. In marketing, it is the ultimate differential advantage. Branding also creates a value independent of the product or service you’re offering. It is an intangible asset often commanding 5-10 times product revenue. For example, the highest brand value today is Apple, which has replaced Coca Cola as the highest intangible value asset.

There are two types of brands: full-line generalists such as Walmart and Amazon, and unique specialty brands including Footlocker and Toys“R”Us. The full-line generalists are volume-driven brands, whereas specialty brands are margin-driven.

What's included

14 videos5 readings2 assignments2 discussion prompts

14 videos Total 56 minutes

Course Intro 0 minutes
The Competitive Positioning of Brands - 01 4 minutes
The Competitive Positioning of Brands - 02 4 minutes
The Competitive Positioning of Brands - 03 2 minutes
The Competitive Positioning of Brands - 04 2 minutes
The Competitive Positioning of Brands - 05 4 minutes
The Competitive Positioning of Brands - 06 6 minutes
The Competitive Positioning of Brands - 07 4 minutes
The Competitive Positioning of Brands - 08 5 minutes
The Competitive Positioning of Brands - 09 6 minutes
The Competitive Positioning of Brands - 10 5 minutes
The Competitive Positioning of Brands - 11 5 minutes
The Competitive Positioning of Brands - 12 4 minutes
The Competitive Positioning of Brands - 13 5 minutes

5 readings Total 45 minutes

About This Course 10 minutes
About the Assignments 10 minutes
Discussion Forum Guidelines 10 minutes
About Peer Reviews 10 minutes
Get help and meet other learners in this course. Join your discussion forums! 5 minutes

2 assignments Total 30 minutes

Module 1 Practice Quiz 15 minutes
Module 1 Summative Quiz 15 minutes

2 discussion prompts Total 20 minutes

Meet and Greet 10 minutes
General Course Discussion 10 minutes

This module focuses on how to differentiate brands as opposed to differentiating products. It also shows how commodities such as dairy and agricultural cereals can be differentiated through branding. Moreover, this module highlights several ways brands such as Coca Cola have differentiated their soft drinks.

What's included

22 videos4 assignments

22 videos Total 76 minutes

Branding for Differential Advantage - 01 4 minutes
Branding for Differential Advantage - 02 3 minutes
Branding for Differential Advantage - 03 2 minutes
Branding for Differential Advantage - 04 2 minutes
Branding for Differential Advantage - 05 2 minutes
Branding for Differential Advantage - 06 7 minutes
Branding for Differential Advantage - 07 3 minutes
Branding for Differential Advantage - 08 2 minutes
Branding for Differential Advantage - 09 2 minutes
Branding for Differential Advantage - 10 2 minutes
Branding for Differential Advantage - 11 5 minutes
Branding for Differential Advantage - 12 6 minutes
Branding for Differential Advantage - 13 3 minutes
Branding for Differential Advantage - 14 4 minutes
Branding for Differential Advantage - 15 4 minutes
Branding for Differential Advantage - 16 6 minutes
Branding for Differential Advantage - 17 5 minutes
Branding for Differential Advantage - 18 3 minutes
Branding for Differential Advantage - 19 3 minutes
Branding for Differential Advantage - 20 4 minutes
Branding for Differential Advantage - 21 2 minutes
Branding for Differential Advantage - 22 2 minutes

4 assignments Total 60 minutes

Module 2A Practice Quiz 15 minutes
Module 2B Practice Quiz 15 minutes
Module 2A Summative Quiz 15 minutes
Module 2B Summative Quiz 15 minutes

This module is focused on how to extend well-known brands into other products and services to enhance the value of the brand. Launching a new brand is outrageously expensive and therefore extending a brand which has strong loyalty is faster and cheaper.

What's included

21 videos1 reading4 assignments1 peer review

21 videos Total 63 minutes

Do Brands Have Nine Lives? - 01 4 minutes
Do Brands Have Nine Lives? - 02 3 minutes
Do Brands Have Nine Lives? - 03 3 minutes
Do Brands Have Nine Lives? - 04 5 minutes
Do Brands Have Nine Lives? - 05 2 minutes
Do Brands Have Nine Lives? - 06 3 minutes
Do Brands Have Nine Lives? - 07 2 minutes
Do Brands Have Nine Lives? - 08 3 minutes
Do Brands Have Nine Lives? - 09 2 minutes
Do Brands Have Nine Lives? - 10 2 minutes
Do Brands Have Nine Lives? - 11 2 minutes
Do Brands Have Nine Lives? - 12 2 minutes
Do Brands Have Nine Lives? - 13 2 minutes
Do Brands Have Nine Lives? - 14 3 minutes
Do Brands Have Nine Lives? - 15 1 minute
Do Brands Have Nine Lives? - 16 3 minutes
Do Brands Have Nine Lives? - 17 4 minutes
Do Brands Have Nine Lives? - 18 5 minutes
Do Brands Have Nine Lives? - 19 3 minutes
Do Brands Have Nine Lives? - 20 3 minutes
Do Brands Have Nine Lives? - 21 4 minutes

1 reading Total 10 minutes

About Peer Reviews 10 minutes

4 assignments Total 60 minutes

Module 3A Practice Quiz 15 minutes
Module 3B Practice Quiz 15 minutes
Module 3A Summative Quiz 15 minutes
Module 3B Summative Quiz 15 minutes

1 peer review Total 90 minutes

Submit Your Project Here 90 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Jagdish Sheth

Kennesaw State University

16 Courses 7,611 learners

Offered by

Kennesaw State University

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