Integrated Marketing
Module 3 Branding Strategy
In this module, you will explore branding and the role it plays in marketing. Brand positioning is a foundational concept for strategic development. Positioning is the perception of a product/service relative to the competition. Marketers use positioning to influence the perception of the brand’s product/service by customers. This module also discusses the types and results of brand loyalty.
Content
Learning Outcomes
By the end of this module, you should be able to:
• describe the concept of branding and the role it plays in marketing communications,
• describe the role and importance of brand positioning and its relationship to marketing communications plans,
• explain various brand positioning strategies commonly used in marketing communications, and
• characterize the types of loyalty and the effects of loyalty campaigns.
