This course will help you understand the basics of brand building and growth, and how to use those principles to grow your business. You will learn about the theory and practice of branding, how to define, design, and build brands, and how to use brand knowledge to drive growth and success.

1. Reproduce marketing strategies that truly grow brands.
2. Comprehend the importance and drivers of penetration in brand growth.
3. Recite the key benefits and limitations of target marketing.
4. Outline methods to create relevant saliency.
5. Distinguish the key to brand innovation to increase brand recognition.

Evidence-based Marketing

• Common marketing mistakes
• Marketing metric

How Do Brands Grow

• Big brand vs small brand
• The double jeopardy law

Growing Customer Base

• Retention vs Acquisition

Which Customers Matter Most

• Mass Marketing vs Target Marketing

Our Buyers Are Different

• Who are our potential customers
• To clear the misperceptions

Who Do You Really Compete With

• Duplication of Purchase Law
• Role of Marketers

Passionate Customer Commitment

• Brand Loyalty
• Customer Advocacy

Differentiation Vs Distinctiveness

• Differentiation
• Distinctiveness

How Advertising Really Works

• Advertising’s sales effects
• Effective advertising

What Price Promotions Really Do

• Negative after-effects
• Price elasticities

Why Loyalty Programs Don’t Work

• The effect of the loyalty program
• What should the main purpose of a loyalty program

Mental and Physical Availability

• Mental availability
• Physical availability