Brand Foundations: Positioning, Identity and Distinctive Assets

Brand as a commercial asset, measured rather than admired. 6 modules and a practical lab, about 12 guided hours.

What you’ll be able to do

• Explain brand in commercial terms — mental availability, physical availability, memory structures — and apply the vocabulary to a Nigerian category.
• Define a category and write the category entry points that describe when and why buyers actually choose.
• Write and stress-test a positioning statement with a frame of reference, a point of difference and reasons to believe.
• Run a naming process including linguistic screening across Hausa, Yoruba, Igbo and Pidgin, and a Trademarks Registry search in the right class.
• Audit distinctive assets for fame and uniqueness, and say which to invest in, which to retire and which never qualified.
• Write guidelines that survive a kiosk board, a one-colour print and a sachet, and hand over files somebody else can actually use.

What’s inside

6 modules + lab · around 12 hours