In this course, you will assess the market to identify opportunities for a brand, determine a strategy to best position the brand, and draft a strategy to achieve the brand's goals. You will then apply this information to a brand of your choice. You will start analyzing the competitive space by identifying the brand attributes most important to your end users. You will use this customer focused analysis to create a positioning map that includes competitive brands. You will then create an opportunity space strategy and a brand positioning strategy to penetrate the market. By the end of this course, you will optimize a brand's position in its brandscape by completing a brand positioning mapping.
KEY COURSE TAKEAWAYS
Identify the brand attributes most important to the target market through consumer analysis
Create a brand positioning map by aggregating the most important brand attributes
Assess the brandscape results to identify and evaluate opportunity spaces
Develop a brand positioning strategy to capitalize on opportunity space
Chekitan S. Dev is professor of marketing at Cornell University’s School of Hotel Administration in the SC Johnson College of Business. Since 1986, Professor Dev has taught over 15,000 students and executives both on campus and throughout the world. He is internationally recognized for his teaching and course development and has received multiple awards for teaching excellence from undergraduate students, graduate students, and Ernst & Young.
A globally renowned thought leader with over 125 publications to his credit, Professor Dev is recognized as a leading expert on service branding. He has published his work in some of the highest quality refereed journals, including the Journal of Marketing, Journal of Marketing Research, Harvard Business Review and MIT Sloan Management Review. His work has been presented at the world’s best business schools including Harvard, Wharton, Chicago, Oxford, ESSEC, Indian Business School and National University of Singapore. Recent research awards he has won include a 2017 Best Service Paper Award (finalist), a 2016 Cornell Hotel School Dean’s Academic Excellence Award, a 2016 Industry Relevance Award, and a 2014 Best Paper (runner-up) Award from INFORMS.