Executive Development Programme in Segmentation and Brand Strategy
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⢠Introduction to Segmentation and Brand Strategy: Understanding the fundamentals of segmentation, targeting, and positioning (STP) framework, and its importance in brand strategy development.
⢠Market Segmentation Techniques: Exploring various methods to segment markets, such as demographic, geographic, psychographic, and behavioral segmentation.
⢠Target Market Selection: How to choose the most profitable target market segments, considering factors like segment size, growth potential, and competitive intensity.
⢠Brand Positioning: Defining the unique selling proposition (USP) and creating a positioning statement to differentiate the brand from competitors.
⢠Customer Value Proposition (CVP): Developing a compelling CVP that provides value to the target segments and resonates with their needs and wants.
⢠Brand Identity and Architecture: Establishing a consistent brand identity and managing brand architecture, including corporate, product, and family branding.
⢠Brand Strategy Implementation: Designing and implementing effective brand strategies, including go-to-market plans, brand messaging, and visual identity.
⢠Monitoring and Evaluating Brand Performance: Measuring the success of brand strategies using key performance indicators (KPIs), such as brand awareness, consideration, and loyalty.
⢠Brand Strategy in the Digital Age: Leveraging digital channels to build and manage brand identity, engage with customers, and measure brand performance.
⢠Case Studies in Segmentation and Brand Strategy: Analyzing real-life examples of successful segmentation and brand strategy implementation across different industries.
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