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.
Branding for Differential Advantage with Jagdish Sheth
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 
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
8 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace
Skills you'll gain
Details to know
Shareable certificate
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Assessments
10 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
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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.
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There are 3 modules in this course
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
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
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
Instructor
Offered by
Recommended if you're interested in Marketing
University of London
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IE Business School
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