Brand Positioning and Strategy

Brand Positioning and Strategy

This course is part of Brand Strategy: Build, Position, and Grow Specialization

Instructor: Amy Linde, MBA

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

7 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

7 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Define a clear brand position by identifying audience, category, and differentiation.
Build a strong positioning statement and brand promise grounded in real insight.
Evaluate and refine positioning for clarity, credibility, and competitive strength.

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This course is part of the Brand Strategy: Build, Position, and Grow Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

Brand Positioning and Strategy focuses on how to define a clear, differentiated place for your brand in the minds of your audience. You’ll learn how to move from insight to positioning by identifying your audience, understanding your competitive context, and making the strategic trade-offs required to stand out.

The course walks through how to translate positioning into a clear brand promise and structured positioning statement. You’ll explore how functional and emotional value shape perception, and how positioning influences personality, voice, and communication. Through hands-on exercises, role play, and applied frameworks, you’ll test your ideas for relevance, credibility, and clarity. You’ll evaluate your positioning against competitors, refine it based on feedback, and strengthen its ability to resonate with real audiences. By the end of the course, you’ll be able to define a strong brand position, articulate a clear brand promise, and develop a cohesive positioning and personality guide you can apply in real-world contexts.

You'll explore what positioning is and why clarity requires strategic trade-offs. This module introduces audience definition, competitive context, differentiation, and the risks of broad or unfocused positioning in competitive markets.

What's included

5 videos1 reading2 assignments

5 videosTotal 19 minutes

Welcome to the Course3 minutes
What Is Positioning?3 minutes
Why Positioning Matters in Competitive Markets4 minutes
Audience, Category, and Differentiation4 minutes
The Cost of Trying to Be Everything for Everyone4 minutes

1 readingTotal 10 minutes

Module 1 Summary & Recap10 minutes

2 assignmentsTotal 45 minutes

Mid-Point Practice Quiz15 minutes
Positioning & Brand Promise Submission 30 minutes

You'll translate insight into a clear brand promise and structured positioning statement. You'll also analyze functional and emotional value, test clarity and credibility, and refine their message using structured frameworks.

What's included

4 videos1 reading2 assignments

4 videosTotal 19 minutes

From Insight to Brand Promise5 minutes
What Makes a Strong Positioning Statement?4 minutes
Functional and Emotional Value5 minutes
Testing for Relevance, Credibility, and Clarity4 minutes

1 readingTotal 10 minutes

Turning Position Into Commitment10 minutes

2 assignmentsTotal 65 minutes

Midpoint Practice Quiz30 minutes
End-of-Module Graded Quiz35 minutes

You'll explore how positioning shapes personality and communication style. This module clarifies the difference between personality, voice, and tone, and helps you align expression with strategy.

What's included

4 videos1 reading2 assignments

You'll refine and stress test their positioning statement and personality guide. Through competitive analysis and clarity checks, you will also finalize a structured Brand Positioning & Personality Guide.

What's included

5 videos1 reading2 assignments

5 videosTotal 21 minutes

Evaluating Your Positioning Statement6 minutes
Differentiation and Competitive Stress Testing6 minutes
Strengthening Emotional Resonance4 minutes
Finalizing Your Brand Positioning & Personality Guide3 minutes
Congratulations2 minutes

1 readingTotal 20 minutes

Brand Evaluation Framework20 minutes

2 assignmentsTotal 50 minutes

Practice Check: Brand Evaluation 15 minutes
End-of-Module Graded Quiz35 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Amy Linde, MBA

Minnesota State University, Mankato

1 Course105 learners

Offered by

Minnesota State University, Mankato

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.