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Brand and Product Management
  • Level Foundation
  • Duration 14 hours
  • Course by IE Business School
  • Offered by

About

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.

Modules

Understand products and product strategy

    • 4 Videos
Show info about module content

4 Videos

  • Welcome to the course.
  • 1.0 Introduction to the course.
  • 1.1 How do you classify new products and what is the product mix?
  • 1.2 What is the product lifecycle?

Developing and launching your product.

    • 4 Videos
    • 2 Readings
    • 1 Discussion
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 1 Summative Assessment

1 Peer Review

  • Calculating product demand.

1 Discussions

  • What are your goals and outcome for the course?

4 Videos

  • 1.3 How to grow your product offering?
  • 1.4 How to calculate demand for your product.
  • 1.5 How to develop and launch new products.
  • 1.6 Defining your product pipeline.

2 Readings

  • Reading for Module 1 - How to Estimate Market Demand
  • Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).

What are brands and how do you develop them?

    • 3 Videos
    • 1 Readings
Show info about module content

3 Videos

  • 2.0 What is a brand and why do you need one?
  • 2.1 Inputs for developing your brand.
  • 2.2 How to analyze your competitors.

1 Readings

  • Reading for Module 2 - A Brand Guide: The Power of Branding

Defining your brand and its key elements.

    • 3 Videos
    • 1 Readings
Show info about module content

3 Videos

  • 2.3 Defining your brand model.
  • 2.4 What is a brand essence and why is it so important?
  • 2.5 What are brand values and why do you need them?

1 Readings

  • Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).

Developing your brand strategy.

    • 2 Videos
    • 1 Discussion
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 2 Summative Assessment

1 Peer Review

  • The product lifecycle.

1 Discussions

  • Feedback after assessment.

2 Videos

  • 2.6 Connecting all the dots: Translating your brand into a positioning statement.
  • 2.7 Evaluating your brand strategy.

Introduction to brand architecture.

    • 3 Videos
    • 1 Readings
Show info about module content

3 Videos

  • 3.0 What Brand Architecture is and why you need it.
  • 3.1 Brand equity and its relevance in your business.
  • 3.2 Which are the different models of brand architecture?

1 Readings

  • Reading for Module 3 - Build Brand Equity

Models of brand architecture.

    • 3 Videos
Show info about module content

3 Videos

  • 3.3 What a branded house is and when to use it.
  • 3.4 What a house of brands is and when to use it.
  • 3.5 What a hybrid model is and when to use it.

Developing your brand architecture.

    • 4 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 3 Summative Assessment

4 Videos

  • 3.6 How to develop a brand architecture - part 1.
  • How to develop brand architecture - part 2.
  • 3.7 Top 5 indicators of a brand architecture issue or opportunity.
  • 3.8 Things to consider when naming your brand.

Building your brand portfolio

    • 6 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 4 Summative Assessment

6 Videos

  • 4.0 What a product and brand portfolio is and why you need to define it.
  • 4.1 What is the relationship between brand portfolio and brand architecture?
  • 4.2 How to develop your brand portfolio - part 1.
  • 4.2b. How to develop your brand portfolio - part 2.
  • 4.3 Managing your brand portfolio (I)
  • 4.4 Managing your brand portfolio (II)

1 Readings

  • Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).

Introduction to the customer experience journey.

    • 2 Videos
    • 1 Readings
Show info about module content

2 Videos

  • 5.0 The customer experience journey.
  • 5.1 What is the purchase funnel?

1 Readings

  • How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool

The touchpoints of your brand.

    • 5 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 5 Summative Assessment

5 Videos

  • 5.2 The touchpoint concept.
  • 5.3 Identifying your touchpoints.
  • 5.4 Prioritizing the key touchpoints.
  • 5.5 Defining the touchpoints roles.
  • 5.6 Implementing the brand at the key touchpoints.

Embedding the brand through a brand engagement program.

    • 7 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 6 Summative Assessment

7 Videos

  • 6.0 What is brand engagement, and why do you need it
  • 6.1 Defining your internal communication and training program.
  • 6.2 Embedding the brand throughout the organization.
  • 6.3 Measuring and tracking internal brand behavior.
  • 6.4 Key success factors for your brand engagement program.
  • 6.5 Closing remarks
  • Our next course: Pricing Strategy.

Auto Summary

"Brand and Product Management" is a foundational course in Business & Management led by IE University professor and marketing consultant Luis Rodriguez Baptista. This six-module course covers essential concepts such as product lifecycle, brand development, competitor analysis, and customer engagement. Learners will gain skills to craft effective product and brand strategies, including activity planning and success metrics. The course includes interviews with industry professionals and offers a practical, test-and-learn methodology. Available on Coursera, it targets beginners seeking to master brand and product management.

Luis Rodriguez Baptista
Instructor

Luis Rodriguez Baptista