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Brand and Product Management

IE Business School via Coursera


Identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life - both externally towards consumers and internally to employees. You will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology.

Luis Rodriguez Baptista - a professor at IE University and Marekting Consultant - will guide you through six modules that look at first understanding the challenge of managing products through their 'life-cycle' and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumer and industry professionals, which help illustrate the importance of brand strategy.

Brand and product management is a unique course which enables you to first understand the importance of brand and product management and then use brand development, architecture and portfolios, in order to achieve success.


  • Launching new products and the challenge of managing their life-cycle.
    • At the end of this module, you will be able to:

      Demonstrate understanding of the product strategy concepts.
      Develop the factual support to define your product strategy.
  • Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.
    • At the end of this module, you will be able to:

      Describe the different elements of a brand strategy.
      Formulate a winning brand strategy.
  • Knowing how to communicate your offering: Brand Architecture & naming.
    • At the end of this module, you will be able to:

      Define how to name your brand.
      Explain how to develop a system to incorporate future products and brands.
  • Building your brand portfolio.
    • At the end of this module, you will be able to: Map your brand portfolio to maximize its value to support growth.
  • Translating your brand into compelling customer experiences.
    • At the end of this module, you will be able to: Define and describe the customer experience journey for your brand.
  • Equipping and engaging employees to deliver on the brand promise.
    • At the end of this module, you will be able to:

      Explain and apply the process to “embed” a brand internally within the organization.

Taught by

Luis Rodriguez Baptista


4.8 rating, based on 4 reviews

Start your review of Brand and Product Management

  • Anonymous

    Anonymous is taking this course right now.

    It will be very to understand brand Concep and brand positioning. It will help us to product life cycle, new products developmen. Relnforcement of brand. Brand positioning, tag line of brand, packiglng of Colou. Analysis of competitive activities and to make trade & consumer programme. Trade marketing activities at all.
  • Profile image for Jon

    Jon completed this course, spending 3 hours a week on it and found the course difficulty to be easy.

    Pretty interesting course. The course includes video clips of businesses and interviews with Marketing Professionals in Spain. I also liked the fact that they include case studies and academic articles with the course.
  • Maverick Vincent Banzon

    Maverick Vincent Banzon completed this course.

  • DiDi completed this course.

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