The fundamentals of creating a brand positioning and how it translates into brand communication

What you will learn

Learn how to create engaging communication based on consumer insights

Learn to how to write a brand concept and develop a brand positioning

Learn to decode ads and understand the marketing strategy behind it.

Learn how to test if your brand concepts have consumer acceptance

Learn how a brand positioning and communication evolves over 2 decades with a practical example


This is a short course to introduce you to one of the fundamentals of brand management i.e Brand positioning.
The method used is that of taking real life examples which participants would be familiar with.

We look at how a brand concept is written. The different parts of a brand concept- Insight | Benefit | RTB
How to ensure that we write brand concepts that translate into engaging communications.

Through the course we’ll identify why some brands are able to make consistently good communication and others are not.
The course will make you understand that marketers need consumer centricity and insights to develop engaging communication and do not have to rely on creative genius.

We’ll also look at how to test brand concepts with consumers.
Lastly we would look at the journey of a brand over 2 decades and how its positioning and communication have evolved.

The course is industry agnostic and the principles can be applied to brands in any category.
Though the examples used are those of the Indian market, the principles remain the same across markets.
The course provides you with the fundamental strategy of developing communication regardless of the media vehicle, whether it’s TV, Print, Radio or digital medium.

At the end of this course you would learn to look at advertising from a marketers lens and decode the marketing strategy behind it.

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Introduction to the Course

Fundamentals of building a brand : Creating a Brand Concept

Developing a Brand Concept : Insight

Benefit offered by a brand

Reason to believe a Brand

Concept Testing and Brand Positioning framework

Concept Testing and Brand Positioning framework

Evolution of a Brand