Increasing Market Share by Developing Stronger Brand Positioning Strategies

This workshop has been structured to provide an in-depth understanding and hands-on experience in developing stronger brand positioning strategies that can have a positive impact on consumer awareness, attitudes, and perceptions. When implemented properly, these new positioning strategies can help increase a brand's market share. A key facet of this workshop includes a series of creative exercises where class participants are given the chance to develop their own positioning strategies based on "real world" case studies.

Course Benefits:

Program participants will gain:

  • An understanding of the fundamentals required to develop a viable positioning strategy for either an existing brand or total new brand
  • The opportunity to participate in a creative process that develops new positioning strategies through the use of brainstorming and benefit statement techniques
  • An understanding of how a properly-conceived brand positioning strategy can be the central "blueprint" for creating and executing a stronger market share that is stagnant or declining

Course Objectives:

Upon completion of the program, you will be able to:

Course Content:

  • Basic elements required for developing a successful brand positioning strategy that is targeted at specific market segments
  • Fundamental steps for creating and fine-tuning positioning strategies through the use of "benefit statements"
  • Demonstrations of a creative process for developing new positioning strategies using real world products and services

Who Should Attend:

  • Senior and mid-level marketing executives
  • Senior and mid-level managers in brand management, sales, advertising, marketing research, public relations, and new product planning