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.
This course is part of the Marketing Mix Implementation Specialization
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About this Course
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessWhat you will learn
Demonstrate understanding of the product and brand strategy concepts to develop the factual support to define a winning product and brand strategy.
Define a brand name and identity, and develop a system to incorporate future products into a portfolio, enhancing its value and supporting growth.
Describe the customer experience journey to identify, define, and implement key brand touchpoints.
Explain and apply the process to embed a brand internally within an organization to engage employees to deliver on the brand promise.
Skills you will gain
- Customer Experience
- Brand Engagement
- Product Strategy
- Brand Architecture
- Brand and Product Management
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessOffered by
Syllabus - What you will learn from this course
Launching new products and the challenge of managing their life-cycle.
Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.
Knowing how to communicate your offering: Brand Architecture & naming.
Building your brand portfolio.
Translating your brand into compelling customer experiences.
Equipping and engaging employees to deliver on the brand promise.
Reviews
- 5 stars75.03%
- 4 stars20.61%
- 3 stars3.13%
- 2 stars0.57%
- 1 star0.65%
TOP REVIEWS FROM BRAND AND PRODUCT MANAGEMENT
The course was very well explained and articulated by the professor. There may be few more real time examples to be added especial in the last chapter covering employee engagement.
Very enjoyable, easily translatable to real world scenarios and completely relevant and focused. It was a joy to learn and I had a lot to implement after successful completion of this course
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.
The course (videos and especially teacher) are very well done and I've enjoyed that however in my opinion the content is more for marketing beginners and doesn't go much in depth.
About the Marketing Mix Implementation Specialization

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