Overview/Description The brand tenets of the past – notably control and predictability – are no longer valid. Ever-increasing consumer power, driven by social media and other web-based and wireless technologies, is having a significant impact on brand effectiveness and brand staying power. Consumers are now key drivers for corporate brand strategy. Brand managers need to understand how to harness the power of these technologies and how consumers interact with these technologies. And they must appreciate how they can use social media and wireless technologies to their strategic advantage....

Overview/Description To formulate successful competitive marketing strategies for your organization, you need to understand your competitors. Who are your key rivals and what drives their marketing decisions? What do they do well and where do they miss the mark? Gathering and analyzing this kind of information is the starting point for developing effective strategies that can increase your competitive advantage and build market share. This course describes a process for developing a competitor intelligence system that enables you to better understand what you're up against and how you can use...

Overview/Description Competitive marketing strategies can help your organization gain market share, minimize the impact of competitors, and increase revenues. These outcomes can only be achieved, however, if organizations understand how to translate their competitive advantages into winning strategies. This course describes the different types of competitive advantages that can help an organization distinguish itself from the competition. It outlines how to choose the most appropriate competitive marketing approach based on those advantages. It also explains the key components of a...

Overview/Description Many brands fail to deliver what they promise because of a lack of internal focus and engagement in the brand development process. If your employees and organizational culture aren't aligned with your brand, you'll likely fail to deliver the full value potential of your brand. Internal engagement is increasingly being viewed as not only key to effective brand development, but an important driver of customer value. Aligning the brand promise, organizational actions, and the real brand experience helps generate brand staying power and customer loyalty. This course discusses...