Brand Marketing
Brand salience, distinctive assets, category entry points, Sharp/Ehrenberg-Bass science, Binet & Field 60/40, and measurement.
The 7 modules.
Complete each module's quiz at 90% or higher. Pass the strategic scenario. Move to the next. Complete all 7, take the final exam, and earn your RGM-304 certification.
Brand fundamentals — mental availability
Brand fundamentals — mental availability sits at the operational heart of brand marketing. This module covers the principles, the operating cadence, and the fai…
Distinctive brand assets
Distinctive brand assets sits at the operational heart of brand marketing. This module covers the principles, the operating cadence, and the failure modes to av…
Category entry points
Category entry points sits at the operational heart of brand marketing. This module covers the principles, the operating cadence, and the failure modes to avoid…
Brand strategy and positioning
Brand strategy and positioning sits at the operational heart of brand marketing. This module covers the principles, the operating cadence, and the failure modes…
Long and short marketing effects (Binet & Field)
Long and short marketing effects (Binet & Field) sits at the operational heart of brand marketing. This module covers the principles, the operating cadence, and…
Brand measurement
Brand measurement sits at the operational heart of brand marketing. This module covers the principles, the operating cadence, and the failure modes to avoid.
Brand and performance integration
Brand and performance integration sits at the operational heart of brand marketing. This module covers the principles, the operating cadence, and the failure mo…