Five sessions on why a name is worth money.

The same ibuprofen, in two bottles, at a 90% price difference. Working out what the buyer is actually paying for is the start of this unit.

Your student tests brand names against real criteria, measures what brand equity means in practice, plots six competitors on a positioning map to find the empty space, writes Ridge Crunch's positioning statement, then decides which future products could carry the name without damaging it.

The positioning map is the most transferable thing in the marketing line — it applies to anything your student ever sells or applies for.

WHAT'S INCLUDED

Written by a licensed K-12 business teacher with more than thirteen years in the classroom. Built to be taught by a parent with no background in the subject.