SCPM Chapter 7
Learning Outcomes
After completing this chapter, learners will be able to:
- Explain how product, brand, and experience strategies work together to create differentiated customer value.
- Analyze the components of effective product strategy, including innovation, design direction, and lifecycle management.
- Evaluate how brand purpose, identity, and positioning shape customer perception across global markets.
- Apply experience design principles to align touchpoints with brand strategy and customer expectations.
- Assess how ecosystem mapping and the B2B value chain influence product and brand decisions in complex markets.