Marketing et Positionnement de Marque
Marketing et Positionnement de Marque
Walid Bergaoui
Marketing and Brand Positioning
A strong brand isn't declared, it's built. Before the logo, before the campaign, there's a simple yet daunting question: why would a customer choose you over anyone else? This training teaches you to answer it with clarity. You learn to understand your market, identify the people you want to win over, and define the unique place your brand should occupy in their minds — a positioning that is clear, desirable, and defensible against the competition.
The approach is resolutely concrete and action-oriented. You start with analysis — market research, segmentation, customer listening, competitor mapping — to ground your decisions in facts rather than intuition. You then formulate your value proposition, your promise, and your brand territory, before translating that strategy into a coherent identity: name, tone, message, visual cues. Every concept is put into practice on a real case — yours or your company's — so that theory immediately becomes a useful deliverable.
You don't stop at strategy: you learn to deploy it. Building an aligned marketing mix, choosing the right channels, building a communication plan and an action calendar, then measuring what works through the right indicators. By the end of the program, you don't leave with abstract concepts, but with a clarified brand, an owned positioning, and a ready-to-execute action plan — tailored to the realities of the Tunisian market as well as international ones.
What you leave with
This training is designed to produce tangible results, not just knowledge. By the end, you'll have in hand:
Your brand platform — positioning, value proposition, promise, and personality formalized in a clear reference document.
A map of your market — segments, customer personas, and competitive mapping to make informed decisions.
A marketing action plan — mix, channels, messages, and calendar ready to execute as soon as the session ends.
Your steering indicators — the KPIs to track in order to measure your brand's awareness, image, and performance.
Program — 12 sessions of 1 hour
A journey that starts from understanding the market, builds your brand's positioning and identity step by step, then deploys them into concrete, measurable actions. Each session applies directly to your real case.
Module 1 — Understanding the market (sessions 1-3)
1. Marketing & brand: the fundamentals — what a brand really is, the difference between product and brand, and why positioning decides everything.
2. Studying your market and your customers — collecting and reading data, listening to customers, spotting trends and unmet needs.
3. Segmentation, targets & personas — carving up the market, choosing which segments to target, and giving a face to your ideal customers.
Module 2 — Building the positioning (sessions 4-6)
4. Analyzing the competition — mapping competitors, reading their positioning, and finding the open space your brand can occupy.
5. Value proposition & differentiation — formulating what makes you unique and desirable, and the reason to believe that makes it credible.
6. The brand platform — setting positioning, promise, mission, values, and personality in a solid reference document.
Module 3 — Giving the brand an identity (sessions 7-9)
7. Name, cues & visual identity — translating the positioning into a coherent name, logo, colors, and visual world.
8. Brand voice & storytelling — defining the tone, the key message, and the narrative that make your brand memorable.
9. Experience & consistency across touchpoints — ensuring a consistent brand everywhere the customer encounters it, online as well as in store.
Module 4 — Deploying & measuring (sessions 10-12)
10. The aligned marketing mix — aligning offer, price, distribution, and communication with your positioning.
11. Communication plan & channels — choosing the right channels, building messages and an action calendar to bring the brand to life.
12. Measuring & steering the brand — tracking awareness, image, and performance with the right KPIs, and adjusting over time.
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