AO405 Athletic and Outdoor Branding and Positioning
What's in a brand? Everything! While products have life cycles, a brand’s life can span ages. Brands add incredible value to companies because of the associations, loyalty, and equity that they build with customers. The best brands are based on strong ideas and are supported by extraordinary creativity and advertising. Consider the Nike Swoosh, one of the most recognized brand symbols in the world. How did Nike build this tremendous brand equity? In this course you will learn the importance of both brand management and positioning strategies. Positioning involves placing a product in the competitive marketplace and creating a powerful impression in the customer’s mind while also differentiating from competitors. This course will also review effective sales and go-to-market strategies for Athletic and Outdoor companies of all sizes.The sales force is responsible for delivering the brand and positioning message to the customer. Coursework includes lecture and small-group work in class, and selected readings and case studies to be completed outside of class.
- Creation and importance of a successful brand
- Brand growth and development over time
- Measuring brand success against the competition
- Sales and go-to-market strategies
Discounts may apply, please refer to the registration page for details.
Instructor: Ian Yolles
|Ian Yolles is Recyclebank’s Chief Sustainability Officer and previously was its Chief Marketing Officer. Prior to joining Recyclebank, Ian was a co-founder of Nau, an innovative social venture apparel company. As Vice President of Marketing and Brand Communications, he oversaw the full spectrum of marketing activities that defined the Nau brand and associated customer experience. Previously, he worked as a senior marketing executive at two of the most successful sports companies in the world, Nike and Patagonia. Ian currently serves on the World Economic Forum’s Global Agenda Council on Sustainable Consumption, the Board of NatureBridge, and the Advisory Board for the Robert Bateman Center at Royal Roads University and the Advisory Board for Sustainable Brands.
Ian earned a BA from Antioch College and received a post graduate Research Fellowship from the Thomas J. Watson Foundation. He is also a graduate of the Program for Executive Development at the Sauder School of Business, University of British Columbia.