Brand Building & Pricing Mastery is a structured track of 9 lessons that build a complete, interview-ready understanding of the topic. Work through them in order, then use the quiz and flashcards in each lesson to revise.
What this course covers
- What is a Brand? Core Brand Concepts & Architecture Models — Brand architecture defines how a company structures and manages its portfolio of brands: Type Description Advantages Example Branded House One master brand across all products.
- Kapferer's Brand Identity Prism — Jean-Noël Kapferer's Brand Identity Prism provides a holistic view of brand identity through six interconnected facets arranged around two axes — externalization vs internalization and sender vs receiver: Facet Axis Desc
- Brand Positioning — Points of Parity, Points of Difference & Perceptual Mapping — The Brand Positioning Bullseye is a concentric framework moving from external consumer understanding inward to the brand's core essence: Ring Element Description Outer Ring Consumer Target Who specifically is the brand f
- Co-Branding, Brand Extensions & Brand Personality — Co-Branding: Strategic alliance where two or more brands collaborate to create a joint product or campaign, leveraging each other's equity for mutual benefit: Type Description Example Ingredient Co-Branding One brand's c
- Brand Differentiation Strategies & Brand Measurement — Chapter 3: Branding Brand differentiation is the process of creating a unique market position that makes a brand stand out from competitors in the consumer's mind: Differentiation Basis Description Example Product Featur
- The 12 Pricing Strategies Every Marketer Must Know — Know As AI becomes central to marketing operations, ethical use is not optional — it is a professional responsibility.
- Pricing Decision Framework — Value-Based, Skimming & Penetration — Step Action Key Questions Tools / Methods 1 Define pricing objective Profit maximization?
- Price Elasticity of Demand — What Every Marketer Must Understand — Price Elasticity measures how sensitive consumer demand is to price changes: Chapter 4: Pricing Strategies Type Elasticity Consumer Behavior Example Categories Perfectly Inelastic |E| = 0 Demand unchanged regardless of p
- Pricing in the Indian Context — Jio, D2C & Tier-2 Markets — Pricing in India presents unique challenges and opportunities that differ from Western markets: Factor India-Specific Consideration Strategy Implication Price Sensitivity Extreme price sensitivity in mass market; ₹1-2 di