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.
Brand and Product Management
This course is part of Marketing Mix Implementation Specialization
107,347 already enrolled
(2,582 reviews)
What you'll 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'll gain
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There are 6 modules in this course
At the end of this module, you will be able to demonstrate understanding of the product strategy concepts and develop the factual support to define your product strategy.
What's included
8 videos2 readings1 quiz1 peer review1 discussion prompt
At the end of this module, you will be able to describe the different elements of a brand strategy and formulate a winning brand strategy.
What's included
8 videos2 readings1 quiz1 peer review1 discussion prompt
At the end of this module, you will be able to define how to name your brand and explain how to develop a system to incorporate future products and brands.
What's included
10 videos1 reading1 quiz
At the end of this module, you will be able to map your brand portfolio to maximize its value to support growth.
What's included
6 videos1 reading1 quiz
At the end of this module, you will be able to define and describe the customer experience journey for your brand.
What's included
7 videos1 reading1 quiz
At the end of this module, you will be able to explain and apply the process to “embed” a brand internally within the organization.
What's included
7 videos1 quiz
Instructor
Offered by
Recommended if you're interested in Marketing
IE Business School
IE Business School
IE Business School
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
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