Launching new products and the challenge of managing their life-cycle.-Understand products and product strategy
Welcome to the course.
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1.0 Introduction to the course.
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1.1 How do you classify new products and what is the product mix?
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1.2 What is the product lifecycle?
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Reading for Module 1 - Why Most Product Launches Fail
Launching new products and the challenge of managing their life-cycle.-Developing and launching your product.
1.3 How to grow your product offering?
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1.4 How to calculate demand for your product.
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Reading for Module 1 - How to Estimate Market Demand
1.5 How to develop and launch new products.
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1.6 Defining your product pipeline.
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Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).
Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.-What are brands and how do you develop them?
2.0 What is a brand and why do you need one?
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2.1 Inputs for developing your brand.
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2.2 How to analyze your competitors.
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Reading for Module 2 - A Brand Guide: The Power of Branding
Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.-Defining your brand and its key elements.
2.3 Defining your brand model.
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2.4 What is a brand essence and why is it so important?
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2.5 What are brand values and why do you need them?
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Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).
Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.-Developing your brand strategy.
2.6 Connecting all the dots: Translating your brand into a positioning statement.
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2.7 Evaluating your brand strategy.
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Reading for Module 2 - Power of the Branded Differentiator
Knowing how to communicate your offering: Brand Architecture & naming.-Introduction to brand architecture.
3.0 What Brand Architecture is and why you need it.
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3.1 Brand equity and its relevance in your business.
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Reading for Module 3 - Build Brand Equity
3.2 Which are the different models of brand architecture?
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Knowing how to communicate your offering: Brand Architecture & naming.-Models of brand architecture.
3.3 What a branded house is and when to use it.
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3.4 What a house of brands is and when to use it.
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3.5 What a hybrid model is and when to use it.
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Knowing how to communicate your offering: Brand Architecture & naming.-Developing your brand architecture.
3.6 How to develop a brand architecture - part 1.
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How to develop brand architecture - part 2.
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3.7 Top 5 indicators of a brand architecture issue or opportunity.
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3.8 Things to consider when naming your brand.
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Reading for Module 3 - Brand Relationship Spectrum
Reading for Module 3 - Leveraging the Corporate Brand
Building your brand portfolio.-Building your brand portfolio
4.0 What a product and brand portfolio is and why you need to define it.
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4.1 What is the relationship between brand portfolio and brand architecture?
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4.2 How to develop your brand portfolio - part 1.
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4.2b. How to develop your brand portfolio - part 2.
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4.3 Managing your brand portfolio (I)
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4.4 Managing your brand portfolio (II)
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Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).
Reading for Module 4 - Making brand portfolios work
Translating your brand into compelling customer experiences.-Introduction to the customer experience journey.
5.0 The customer experience journey.
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5.1 What is the purchase funnel?
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How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool
Translating your brand into compelling customer experiences.-The touchpoints of your brand.
5.2 The touchpoint concept.
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5.3 Identifying your touchpoints.
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5.4 Prioritizing the key touchpoints.
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5.5 Defining the touchpoints roles.
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5.6 Implementing the brand at the key touchpoints.
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Reading for Module 5: Toward a compelling customer touchpoint architecture
Equipping and engaging employees to deliver on the brand promise.-Embedding the brand through a brand engagement program.
6.0 What is brand engagement, and why do you need it
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6.1 Defining your internal communication and training program.
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6.2 Embedding the brand throughout the organization.
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6.3 Measuring and tracking internal brand behavior.
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6.4 Key success factors for your brand engagement program.
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6.5 Closing remarks
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Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage
Our next course: Pricing Strategy.
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