Courses Brand Positioning Masterclass

Brand Positioning Masterclass

The most important skill in marketing. Learn to define where your brand lives in the customer's mind using the Brand Key, Brand Pyramid, and positioning frameworks for both FMCG and tech.

L1 · Foundations6 modules · 18 lessons6 quizzes10-12 hours

Module 1: Foundations of Positioning

What Is Positioning (And Why It Matters More Than Ever)The STP FrameworkPositioning vs. Branding vs. MessagingModule 1 Quiz

Module 2: The Brand Key (FMCG Positioning)

The Brand Key Framework: 9 ElementsBuilding a Brand Key Step by StepBrand Key Worked Example: DoveModule 2 Quiz

Module 3: Brand Pyramid, Benefits Ladder, and Brand Equity

The Brand PyramidThe Consumer Benefits LadderKeller's CBBE Model and the Byron Sharp DebateModule 3 Quiz

Module 4: Positioning for Technology Products

Why Tech Positioning Is DifferentDunford's 5 Components of PositioningDunford Worked Example: FigmaModule 4 Quiz

Module 5: From Positioning to Messaging

The Messaging House FrameworkThe Value Proposition CanvasWriting a Positioning Statement That Passes the Swap TestModule 5 Quiz

Module 6: Making Positioning Work

Choosing the Right FrameworkHow to Test Positioning with Real CustomersWhen and How to RepositionFinal Course Quiz