The Brand Management Elective — 22 frameworks, unlocked the moment you payBrand Management — 22 frameworks, $99Start — $99 →
The ElectiveBrand ManagementNo. 13 of 15
Inside the module
7:065G  100%
BRAND MANAGEMENT5 MIN
Framework 3 of 22

Customer-Based Brand Equity

The same product judged twice — once anonymous, once with your name on it. The gap is your equity.

Step one

Two answers, one product — the whole measurement.

Pick one thing you sell and collect two responses to it. The first is blind: the product, the spec, the outcome, with every trace of you removed — no name, no colours, no founder story. The second is…

What would a stranger pay for your product with your name taken off it?

DAsk the mentor about your own situation →

One of the 22 frameworks in Brand Management, as it reads in the Desk. All 22 unlock together.

Elective No. 13

Brand Management.

Memory, meaning and the price a brand can carry. Twenty-two frameworks, ending in The Brand Operating Review, with the AI mentor on every one.

$99once · 12 months’ access
Start the Brand Management Elective — $99 →

Every framework opens the moment you pay. Take Foundations within 30 days and this $99 comes off the year.

◆All 22 frameworks, unlocked at once◆The Brand Operating Review◆The AI mentor on every framework◆Yours for twelve months
7-day money-backOne payment, no renewalCard or Apple PayEvery source cited
21
frameworks — the discipline, complete
1
capstone — The Brand Operating Review
12
months of access, self-paced
$99
one payment · card or Apple Pay
What changes

What you’ll do differently.

One improved decision pays for the Elective.

01

Build mental and physical availability deliberately — be thought of, and be there.

02

Choose brand codes you can defend for a decade.

03

Price to the meaning you have built, not the cost you have incurred.

How it lands

In your Desk in sixty seconds.

01
Pay once

$99, card or Apple Pay. No subscription, no card kept on file.

02
The Desk opens

Every framework and the capstone, read in any order, with the AI mentor alongside for twelve months.

03
Finish, then decide

Close with the capstone. Enrol in Foundations within 30 days and the $99 comes off the year.

More on the shelf

Take another discipline.

All fifteen Electives →
No. 0129 + capstone
Strategy

The discipline of choosing — where to play, what to concede, how to decide under pressure.

$99Start →
No. 0227 + capstone
Decisions

First principles, second-order effects and the speed each decision deserves.

$99Start →
No. 0323 + capstone
Negotiation

BATNA, anchors and the deal behind the deal.

$99Start →
No. 0427 + capstone
Marketing

Positioning, availability and the words that do the selling.

$99Start →
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The whole shelf

Or take the whole school.

Foundations is every discipline, one framework a morning, for a year — $365 once. Buy this Elective today and the $99 comes off that year if you enrol within 30 days.

See Foundations →