Branding for Differential Advantage with Jagdish Sheth

Jagdish Sheth discusses branding as a way of distinguishing an offering and creating meaning around its quality. The course also considers the longevity and renewal of brands. It suits learners interested in the business argument for branding who want to examine why a recognizable identity can matter beyond the underlying product or service.

What you will learn

• Explain branding in relation to differentiation.
• Explore quality assurance and brand associations.
• Consider why established brands retain or lose relevance.

Who this suits

Beginners exploring branding as a competitive decision. Treat financial examples as case discussions and examine their context before applying them elsewhere.

Before you enroll

Compare the course emphasis with your goal: brand strategy, customer experience, personal identity and visual design are different kinds of work. Use the published syllabus to check which one is taught. Brand examples illustrate a decision process; they do not promise revenue, valuation or audience growth for another organization.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Compare two fictional offerings with similar functional features. Identify the quality signals and associations each brand communicates, then explain what evidence would show that customers perceive a meaningful difference.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

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