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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
2,683 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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376 - 400 of 574 Reviews for Brand and Product Management

By Martin L

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Apr 18, 2016

Amazing course!

By Natalie N

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Feb 12, 2016

Love the course

By AWINASH K

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Oct 30, 2024

happy to learn

By Nidhi M

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Aug 30, 2022

Awesome course

By Adegbite A

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Nov 17, 2021

well detailed!

By Vritti N

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Jul 30, 2020

Amazing course

By Souvik R

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Jul 4, 2021

Great Course

By Berk O

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Sep 29, 2020

Great course.

By Dr. G M Z

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Jul 4, 2020

Good Learning

By Jyotiswarup B

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Jul 31, 2019

Good course .

By PEREZ T M I

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Sep 10, 2024

es muy bueno

By Leli N

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Sep 25, 2022

its amazing

By Ng峄峜 C 膼

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Sep 20, 2021

Great course

By Mrinal t

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Apr 16, 2021

Great Course

By Ricardo A

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Jan 9, 2021

great course

By Pietro P

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Oct 10, 2019

Really good!

By parth s

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Sep 28, 2018

it was great

By Shubham S

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Aug 3, 2023

good course

By Dr M M

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May 28, 2023

Good course

By Rana S M

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May 10, 2021

informative

By MOHAMMED S

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Apr 12, 2020

good course

By Jose R P R

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Mar 29, 2016

Outstanding

By Gabriel M

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Jul 17, 2020

Excellent!

By Adji P

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Sep 23, 2018

AMAZING!!!