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

4.7
stars
2,684 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 12, 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 28, 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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351 - 375 of 574 Reviews for Brand and Product Management

By Dennis P C

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Oct 7, 2020

Engaging experience!

By Anirudh M

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Apr 25, 2020

The prof is amazing!

By Seng L G

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Apr 29, 2019

useful and practical

By Sivakumar C

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Mar 3, 2016

Very Comprehensive !

By Темірова С Қ

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Oct 16, 2024

очень полезный курс

By Rajendra P R

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Aug 23, 2020

Fantastic course...

By kundan k

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Dec 14, 2019

best for corporates

By kevin g

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Aug 28, 2016

Thanks !!! A Lot !!

By Geetendra S D

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Jun 24, 2016

excellent professor

By Alison G d C

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Jun 30, 2020

Excellent course !

By Manjunath S K

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Jun 5, 2020

Very good course..

By Fr A I F

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Jan 6, 2020

Wonderful journey.

By Tanya G

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Oct 22, 2023

Very informative.

By Rami A S

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Nov 7, 2020

Very Informative

By victor d

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Oct 23, 2020

Great time here.

By Vignesh M

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Sep 29, 2020

Excellent course

By Wang Y

•

Sep 7, 2020

very nice class～

By Arun K M R

•

Sep 2, 2020

Excellent course

By SWAPNIL B

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Aug 29, 2019

very good course

By Yasmeen S

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Jan 27, 2018

Excellent course

By Adeleke A

•

Dec 31, 2017

FANTASTIC COURSE

By Harshal J

•

Dec 6, 2016

Very informative

By Virendra G

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Oct 9, 2016

Excellent course

By suryakant p

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Jan 22, 2022

Nice Experiance

By Sakib I J

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Aug 8, 2020

Very up to date