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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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401 - 425 of 579 Reviews for Brand and Product Management

By Adji P

•

Sep 23, 2018

AMAZING!!!

By Juan P L

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Nov 25, 2016

Excellent!

By Nalluri S

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Jul 4, 2025

excellent

By Armando M

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Feb 17, 2023

fantastic

By SINCHANA C C

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Apr 20, 2022

very good

By Seyi A

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Jul 31, 2021

Excellent

By Dr. S N B

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Jun 12, 2021

Excellent

By Anis C

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Sep 21, 2020

Excellent

By Lakshman K

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Jun 2, 2020

excellent

By Noor U M

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May 20, 2020

Excellent

By Adeboye A

•

May 17, 2020

Educative

By Mouza A N

•

May 16, 2020

THANK YOU

By Rong F

•

Oct 14, 2018

Very Good

By ankur s

•

May 24, 2017

wonderful

By irene s

•

Mar 15, 2017

muy bueno

By Md. A R

•

Sep 27, 2020

excelent

By Maria A

•

Nov 29, 2016

Great!!!

By Deepak P

•

May 19, 2016

thanxxxx

By Nikhil S

•

Nov 25, 2024

Awesome

By Ayan C

•

Jul 31, 2024

AWESOME

By Sameer s k

•

Jan 8, 2022

Helpful

By S. K

•

Oct 25, 2020

Awesome

By Sijie L

•

Oct 15, 2019

like it

By wang

•

May 23, 2016

perfect

By Gianfranco M R

•

Feb 24, 2016

amazing