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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

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.

MA

Jan 28, 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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176 - 200 of 574 Reviews for Brand and Product Management

By Akshit S

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Jun 30, 2020

Develops insights about brand establishment and growth as well as product development.

By Constantina C

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Dec 4, 2020

I know how to use marketing terminology and speak about marketing mix implementation.

By javihn t k s

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Sep 5, 2018

teaches the overall fundamentals of marketing. it was really useful for me thank you!

By Vishakha K

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Dec 22, 2019

Module 2 and Module 3 has great content with examples and case studies to apply too.

By Sam W

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Aug 26, 2018

Very interactive and interesting.

The instructor has put great effort on the course.

By Nehala R

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Jul 1, 2020

I knew details about marketing mix implementation and it's an wonderful experience

By ANGELA D P B B

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Mar 25, 2021

Thank you!!! I will develop my brand architect in my business @bodegadelafinca :)

By Charan T

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Jul 13, 2016

its awesome every one should go through course to be best in branding techniques.

By Musa A

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Feb 18, 2017

Am really happy about this course am taking and I enjoy how it is being thought.

By Abhijit P

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Jan 25, 2017

Great Course, covered everything from Product development till Brand positioning

By Alex P

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May 19, 2020

Had a nice time throughout the course. Very insightful and a very good teacher.

By Maaz S

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Oct 27, 2018

Highly reccomendable for students who want to learn more about brand management

By Ana V

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Jan 25, 2021

Very eye oppening on what should happen internally to aspire for brand success

By Naren S

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Jan 9, 2022

Very nicely structured and delivered with right content by Professor Luis !!!

By Peter M

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Aug 19, 2020

Such a great course and I learned so much. The instructor was very engaging.

By Jose M C

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Apr 26, 2017

Great course! Very useful and easy to follow. Congratulations for the course!

By amit s

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Mar 30, 2020

Perfect coverage of all the aspects of Brand Management, brand Portfolio etc

By Ifeanyi d v B

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May 1, 2020

This course has opened my eyes to knowledge and I am excited to go higher.

By remie w

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Oct 7, 2019

Very informative and coherent, not circuitous and very relevant. Thank you

By Igor B

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Aug 6, 2019

Excellent course with a great approach to the values of a brand. Congrats!

By ashok s

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Aug 4, 2020

It was great learning through this channel .

Very good learning experience

By Gabriel d l L B

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Aug 28, 2016

The information is very well organized, easy to follow and to understand.

By Mohammed H A

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Feb 29, 2016

Excellent Course, really I gained a lot of information and a lot of exper

By Divya J

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Jun 14, 2021

The course is good. It gives a detailed study of marketing and branding

By Jawahar S

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Jul 21, 2019

Very good introduction to concepts with relevant examples and readings.