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

2,454 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:

Top reviews


Oct 14, 2020

This course has been very helpful in learning about managing a brand and their products. It has given me free insights on techniques and strategies on how to become a better brand and product manager.


Sep 7, 2018

A very good course for those who are new or looking to refresh their knowledge of brand management. All the concepts are explained well, and provide a solid foundation for building up in this field.

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226 - 250 of 533 Reviews for Brand and Product Management

By Mathieu P

Aug 13, 2020

An intense and exciting course, I highly recommend it !

By raj u

Jan 13, 2017

Analysis of an issue is super along with illustrations.

By Anjali s

Jan 5, 2021


By Anna B

May 8, 2020

Great course, clear structure, incredibly interesting!

By Joshua A

Oct 28, 2021

ooh what a course on branding.....thoroughly enjoyed

By Dr V G

Jun 11, 2020

Practical case study of lemondae is very good example

By oded d

Feb 9, 2022

this is an eye opener and exactly made for my needs.

By Christian R

Nov 1, 2021

The topic very interesting. I have learned too much.


Sep 2, 2020

It was awesome and that Marketing Funnel was amazing

By Sylvano I

Aug 20, 2020

very informative learnt so much on brand management

By Muhammad S

Jul 22, 2020

Very interesting and valuable for business students

By Clicks & E

Jul 24, 2017

Great course with good examples explained properly

By Agnieszka

Feb 26, 2017

Excellent! I really enjoyed following this course.

By Ivonne M

Mar 16, 2021

Muy completo el curso, solo que n otiene creditos

By Koh W B J

Nov 18, 2020

Interesting and comprehensive content and course.

By Soumya K

Sep 13, 2018

excellent course to understand brand. very useful

By Gamael B

May 23, 2016

Great delivery, very informative and resourceful.

By Stephen O

Jun 8, 2019

Great Course. Very informative and descriptive.

By Adam I

May 14, 2019


By Dee M

May 19, 2016

Great, great course - many very useful insights

By Reiner P

May 9, 2016

5 stars, this is a perfect course with Impact.


Sep 1, 2021

this course was really good and well explained

By Vedashree K

Nov 28, 2020

Excellent course with interesting assignments.


Apr 15, 2018

Good Explanation of each topic in the course..


Jan 1, 2018

.Excellent Course structure! Brilliant faculty