Understanding Brand Equity &Positioning

Course Description

To build the participant’s awareness and understanding of brand equity (product) and competitive positioning and how they can influence perception and loyalty to a product. To gain a greater appreciation for how various business planning choices and their execution can impact equity and positioning for a brand or banner.

This course will teach participants the essence of brand equity and positioning. What they are, how they are created and how they can be leveraged or destroyed. The course will address loyalty to a brand. What it is, the various ways of defining it and the linkage to brand equity and positioning. Participants will learn how brand merchandising decisions and their execution can build/erode equity, positioning and loyalty.


Learning Objectives

  • Brand (product) Equity – Definition
  • Brand Positioning – Definition
  • Loyalty – Definition, Measurement
  • Linkage Between Equity, Positioning & Loyalty
  • Impact of Category Business Planning and Merchandising decisions/execution on brand, positioning and loyalty
  • Course application to tomorrow’s business
  • Advanced Courses


  • Instructor led
  • Webinar
  • Experiential

Target Audience

Any person from a Manufacturer, Retailer, Distributor or Agency, within the Consumer Product Goods industry, who seeks a basic, actionable understanding of Brand Equity and Positioning. Typical participants include roles such as Category Managers, Buyers, Merchandisers, Account Executives, Brand Managers, Pricing & Promotion Managers, Finance Managers, Business Managers, Operations Managers, Retail or Sales Strategy Managers, Trade Marketers, Category Analysts, etc.

Supported Behaviors

Shopper Marketing
Analysis and Insights

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