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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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226 - 250 of 574 Reviews for Brand and Product Management

By Ruchi C

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Jul 14, 2016

Good one to begin with. Very well laid out and illustrated.

By Abhinav A P

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Jun 17, 2021

Really good course. Very informative and well structured.

By Adekola F

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Oct 20, 2017

All I can say is that the course is amazing. I've learnt a

By Jai K

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Jan 18, 2017

Great course to learn about brands and product management.

By Catalina G C

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Mar 6, 2016

Great course! I really enjoy all the videos and lectures.

By Dallas M

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Jul 29, 2021

Loved this course and are looking forward to taking more!

By Tamil S V K

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May 18, 2020

This course is quite informative and learnt new concepts.

By Diksha S

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Mar 14, 2017

Great Course! I got to learn a lot. Very useful content.

By Gustavo G

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Mar 8, 2016

I had learn in this course! More than my own university.

By Mathieu P

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Aug 13, 2020

An intense and exciting course, I highly recommend it !

By raj u

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Jan 13, 2017

Analysis of an issue is super along with illustrations.

By Maleshoane L

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Feb 22, 2024

Learned a lot of new concepts, best course ever for me

By Anjali s

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Jan 4, 2021

THE COURSE IS VERY INFORMATIVE AND EASY TO UNDERSTANDA

By Anna B

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May 8, 2020

Great course, clear structure, incredibly interesting!

By Joshua A

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Oct 28, 2021

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

By Dr V G

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Jun 10, 2020

Practical case study of lemondae is very good example

By Ximena M G

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Jul 11, 2025

Excelente y muy completo curso !! Muy disfrutable !!

By oded d

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Feb 9, 2022

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

By Christian R

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Nov 1, 2021

The topic very interesting. I have learned too much.

By YUDHEESH P

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Sep 1, 2020

It was awesome and that Marketing Funnel was amazing

By Sylvano I

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Aug 19, 2020

very informative learnt so much on brand management

By Muhammad S

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Jul 22, 2020

Very interesting and valuable for business students

By Clicks & E

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Jul 24, 2017

Great course with good examples explained properly

By Agnieszka

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Feb 26, 2017

Excellent! I really enjoyed following this course.

By Ivonne M

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Mar 16, 2021

Muy completo el curso, solo que n otiene creditos