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The Brand Marketing Programme
Brand Marketing: The Role of Brands in Creating Value
Course Overview (2:50)
What we mean by 'value' and the impact of technology on value (6:44)
There is no such person as a “customer” and customers are not rational (9:59)
Organising customers into groups and the bedrock of successful strategy (10:00)
How brands create value for customers (6:12)
How to calculate the shareholder value that brands create (14:33)
Brands - Appendices (10:13)
Organising customers into groups and the bedrock of successful strategy
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