What is the difficulty in measuring the brand equity of a brand like Coca-Cola? Use the objectives below to get an idea of how to address this question.

When you complete this module, you should be able to:

• Define and identify the components and different models of brand equity.

• Measure and manage brand equity.

• Define positioning and use it in the design of marketing strategies.

• Identify the key differentiation strategies and utilize them at the different stages of the product life cycle.

• Apply Porter's Five Forces Model of competition in analysis and selection of potential target markets.

• Identify competitors and select the best competitive strategies for market leaders, market challengers, market followers, and companies focusing on a market niche.