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Learner Reviews & Feedback for Brand and Product Management by IE Business School

4.7
stars
2,702 ratings

About the Course

The main objective is identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value. Along this course, you will learn brand and product strategy key concepts such as product lifecycle, product demand estimation, product and brand development and launching, product pipeline, competitors analysis, brand essence and identity, brand architecture, brand equity, brand portfolio, customer experience journey, purchase funnel, key customer touchpoints and brand engagement. By completing this course, you will be able to create an activity plan to bring your brand strategy to life - both externally toward consumers and internally toward employees. You will be able to define the right metrics for determining success when implementating your product and brand strategy, considering any adjustments that may need to make under a test-and-learn methodology. Luis Rodriguez Baptista - a professor at IE University and Marketing Consultant - will guide you through six modules that begin by explaining the challenge of managing products through their "lifecycle" and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumers and industry professionals, which help illustrate the importance of brand strategy. Brand and product management is a unique course that enables your understanding on the importance of brand and product management and then use brand development tools, architecture, and portfolios, to achieve success. This course is also available in Spanish. To join the fully translated Spanish version, visit this page: https://www.coursera.org/learn/gestion-marca-producto...

Top reviews

AR

May 13, 2020

Learnt about how to build brand equity, brand architecture and brand portfolio, what is brand pipeline and how to manage brand engagement, which are going to help me in my marketing career.

MA

Jan 29, 2022

the course included alot of know-how regarding building the product & brand architecture, gaving me a better understanding regarding the brand DNA & the building the brand portfolio.

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526 - 550 of 579 Reviews for Brand and Product Management

By Eugene T

•

Mar 13, 2016

Great course for Branding Insights!

By uday k

•

Nov 23, 2020

it was a great learning experience

By Kajal R

•

Jun 22, 2020

The course was a great help to me.

By SURESH R A

•

Mar 3, 2024

Brand strategy and management

By �HALIMATH R S C U

•

Dec 31, 2021

Have gain much knowledgeuc

By Shruthi S

•

Apr 16, 2018

Helpful and value adding

By Bolaji o o

•

Oct 5, 2020

GOOD BRAND AND PRODUCT

By mafer s

•

Jan 26, 2020

Me está encantando!

By Rajat S

•

Jul 21, 2020

very nice course.

By EKANE R H

•

Apr 22, 2019

very interesting

By Pravinpratap S

•

May 3, 2020

Good experience

By Nagesh S

•

Dec 30, 2016

good learning,

By macwan i

•

Nov 19, 2022

Good Course

By Harshad D

•

Oct 14, 2016

excellent

By Monika T

•

Apr 18, 2016

Useful

By Jose F O A

•

Oct 3, 2016

great

By Sneha D

•

Sep 18, 2025

good

By Jayant B

•

Aug 16, 2025

good

By ENOSH S

•

Nov 23, 2024

good

By MUHAMMED A

•

Oct 18, 2024

good

By ALEGIEUNO J a

•

Jul 2, 2021

good

By �MANGALA� S C U

•

Jan 31, 2022

goo

By Quỳnh M T Đ

•

May 23, 2025

ok

By Sajjad H

•

Feb 20, 2025

mm