AO405 Athletic and Outdoor Branding and Positioning

Certificate Track: Athletic and Outdoor Product Management 

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. 

What You Coverregister now button

  • 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

Cost: $499
Discounts may apply, please refer to the registration page for details.

Instructor: Heather LeFevre
Heather LeFevre Having held senior strategic roles at some of the world’s most creative companies, including Crispin Porter + Bogusky, StrawberryFrog, Tribal DDB, and Hyper Island, Heather LeFevre knows how to mine for insights and understands how people think, feel, and behave. She’s crafted brand worlds for Emirates, Bacardi, Philips, and Gucci.

Heather founded the influential Strategist Survey and authored Brain Surfing: The Top Marketing Strategy Minds in the World, a travelogue about what she learned on a year-long journey apprenticing herself to fantastic strategists around the world.

Heather is a global citizen, married to the guy who ran the bicycle shop in her Amsterdam neighborhood.


Questions  Questions about this program or course?  Contact us.

Custom Training  Interested in bringing this program to your organization? Contact us.

Courses can be taken individually or can be applied to a certificate within a three-year limit. Courses completed outside of the three-year limit will need to be retaken to qualify for certificate completion.