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Objectives
The effect of marketing is greater when applied to a branded product than to a non-branded product. That’s what brand equity explains to us. Brand equity consists of the marketing effects uniquely attributable to a brand.
In this, the first lesson, we will learn about what is customer-based brand equity and why does it matter for your company. We will talk about:
- What is brand equity?
- What is the source of brand equity
- Brand image
- Brand awareness
In the second lesson, we will talk about Brand Positioning and we will learn about:
- Learn basic Concept of Brand Positioning
- Learn how to target your market
- Learn why you should brand inside your organization
In the third lesson, we will talk about New Perspectives on Marketing and we will learn about:
- New changes in marketing
- Integrating marketing
- Different strategies
In this fourth lesson we will talk about Channel Strategy and we will learn:
- The definition of marketing channels
- What is included in channel strategy
The main objectives of this topic are described in the following video:
Lesson 1. Customer-Based Brand EquityPulsa para colapsar
The following table shows all the materials prepared for the teacher to learn (T2L) and for the teacher to take them to the classroom (T2T, S2P) for Lesson 1 of Topic 4- Brand Equity. The description of the different types of materials (T2L, T2T, S2P) can be found here. For each material, teachers can find in this table: its description, the student workload, and where the student works. Additionally, recommendations about what to do in the classroom are included (remember that one lesson corresponds to one class of the teacher with her/his students). Follow the links in the table to discover what O-City has prepared for you:
| L1 Customer-Based Brand Equity | |||||
|---|---|---|---|---|---|
| Type | Materials | Description | Student Workload | Where does the student work? | What to do in class? |
| T2L/T2T | Video T4.L1. Customer-based Brand Equity (lesson content in pdf, video, video content in pdf) | Learning the basic concept of Customer-based Brand Equity | 5' | at home or in the classroom |
Explain Video T4.L1 or solve doubts |
Lesson 2. Brand PositioningPulsa para colapsar
The following table shows all the materials prepared for the teacher to learn (T2L) and for the teacher to take them to the classroom (T2T, S2P) for Lesson 2 of Topic 4. Brand Equity. The description of the different types of materials (T2L, T2T, S2P) can be found here. For each material, teachers can find in this table: its description, the student workload, and where the student works. Additionally, recommendations about what to do in the classroom are included (remember that one lesson corresponds to one class of the teacher with her/his students). Follow the links in the table to discover what O-City has prepared for you:
| L2 Brand Positioning | |||||
|---|---|---|---|---|---|
| Type | Materials | Description | Student Workload | Where does the student work? | What to do in class? |
| T2L/T2T | Video T4.L2.Brand Positioning (lesson content in pdf, video, video content in pdf) | Learning how to position a brand | 5' | at home or in the classroom | Explain Video T4.L2 or solve doubts |
Lesson 3. New Perspectives to MarketingPulsa para colapsar
The following table shows all the materials prepared for the teacher to learn (T2L) and for the teacher to take them to the classroom (T2T, S2P) for Lesson 3 of Topic 4. Brand Equity. The description of the different types of materials (T2L, T2T, S2P) can be found here. For each material, teachers can find in this table: its description , the student workload and where the student works. Additionally, recommendations about what to do in the classroom are included (remember that one lesson corresponds to one class of the teacher with her/his students). Follow the links in the table to discover what O-City has prepared for you:
| L3 New Perspectives to Marketing | |||||
|---|---|---|---|---|---|
| Type | Materials | Description | Student Workload | Where does the student work? | What to do in class? |
| T2L/T2T | Video T4.L3. New perspectives on marketing (lesson content in pdf, video, video content in pdf) | New perspectives on marketing we should pay attention to | 10' | at home or in the classroom |
Explain Video T4.L3 or solve doubts |
Lesson 4. Channel StrategyPulsa para colapsar
The following table shows all the materials prepared for the teacher to learn (T2L) and for the teacher to take them to the classroom (T2T, S2P) for Lesson 4 of Topic 4. Brand Equity. The description of the different types of materials (T2L, T2T, S2P) can be found here. For each material, teachers can find in this table: its description, the student workload, and where the student works. Additionally, recommendations about what to do in the classroom are included (remember that one lesson corresponds to one class of the teacher with her/his students). Follow the links in the table to discover what O-City has prepared for you:
| L4 Channel Strategy | |||||
|---|---|---|---|---|---|
| Type | Materials | Description | Student Workload | Where does the student work? | What to do in class? |
| T2L/T2T | Video T4.L4. Channel Strategy (lesson content in pdf, video, video content in pdf) | What are channel strategies | 5' | at home or in the classroom |
Explain Video T4.L4 or solve doubts |