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

4.7
stars
2,681 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: https://www.coursera.org/learn/gestion-marca-producto...

Top reviews

AR

May 12, 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.

RG

Apr 8, 2020

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.

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501 - 525 of 574 Reviews for Brand and Product Management

By Rene G

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Jan 24, 2017

Explicaciones muy concisas y temas relevantes con buenos ejemplos de la vida real

By Rishabh g

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Jul 14, 2020

Excellent Course. Great Quiz modules. Clarity in process with definite examples.

By VINODH K

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Oct 1, 2016

better accent clean verbal this is how every course should be slow and steady

By Sandeep K

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Sep 1, 2020

The Course was really insightful and and it has cleared my basics very well

By Tursunai B

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Sep 28, 2020

it was informative and full of useful material but a bit boring sometimes

By ADITYA M

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Aug 8, 2021

Had an amazing insight into the topic through some wonderful explanation

By Alaa B

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Nov 18, 2021

This course is essential for every professional in the marketing field

By Sunishka G

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Aug 11, 2020

Needed more graphs and slide ppts for clarity in some of the modules

By Ashwin R

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Nov 26, 2017

Good course on branding that touches upon all the fundamentals

By Varad N

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Nov 25, 2020

Very Knoledgable and important course. Good Teacher as well

By Ryan P

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May 3, 2018

Very thorough and insightful with many practical examples.

By Ekoh V

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Jul 9, 2022

I think it is an amazing course learnt so much from it

By Nuel A

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Sep 24, 2022

This course is really detailed. It has rich content!

By Mayur S G

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Jan 10, 2021

great courses. hope it will be boost my career ahead.

By Ricard B T

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Jul 4, 2016

Muy buen curso, con una excelente y práctica materia!

By Manuel R O

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Oct 6, 2020

Really good with some examples and great insights.

By Sagar R B

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Jul 4, 2021

Very comprehensive but easy to understand content

By Aliexo f

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Feb 23, 2016

The depth of the topic taught is really amazing

By Aarti v

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Apr 14, 2020

best course for understanding brand marketing

By SeyedKamalAddin R

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Feb 29, 2016

Good course.

just, it does not go in depth

By Eugene T

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Mar 13, 2016

Great course for Branding Insights!

By uday k

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Nov 22, 2020

it was a great learning experience

By Kajal R

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Jun 22, 2020

The course was a great help to me.

By SURESH R A

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Mar 3, 2024

Brand strategy and management