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Back to Brand and Product Management

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

4.7
stars
2,682 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: /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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By Peter K

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Feb 29, 2016

5 Star

By Kritika P

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Sep 18, 2022

Good

By MD.Enamul H

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Jan 26, 2022

GREAT

By Pv D

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Sep 2, 2021

super

By Sahil C

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Aug 13, 2020

Ggood

By Afsin S

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Jul 2, 2020

Great

By Naresh H

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Jan 15, 2020

super

By Waleed A

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Jul 25, 2016

Great

By Mai N T T

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Jul 16, 2025

nice

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Mar 20, 2023

good

By chandra k

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Jun 14, 2022

good

By Rimba S B

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Jun 1, 2022

good

By Zahid H

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Aug 13, 2021

Good

By Nnamah O

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Jul 5, 2021

good

By ABHIJEET S

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Apr 25, 2021

Nice

By Pierina A V O

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Aug 16, 2020

Good

By Mr. S

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Apr 23, 2020

good

By NAMALA S R

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Apr 18, 2020

good

By Sameer A

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Sep 4, 2019

Good

By Shwetashree V

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Jun 20, 2019

good

By MADAN H M A S

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Feb 28, 2023

噩賷丿

By L锚 B N

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Jan 20, 2025

ok

By OYASE A O

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Jul 5, 2021

mk

By magna

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Mar 28, 2020

hi

By Poornesh M K

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Oct 17, 2024

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