Brand and Product Management

Start Date: 09/06/2020

Course Type: Common Course

Course Link:

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About Course

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.

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Course Introduction

Brand and Product Management Capstone In this Capstone you will take the role of an individual who has completed all 9 courses in this specialization. You will use the Brand and Product Management specialization as a case study. You will combine the skills and wisdom you’ve acquired through the Specialization with the goal of acquiring a set of products or services that suit your business or personal needs. You will also combine the types of people who work in the retail, supply chain, supply chain, and product management. You will build the required product or service portfolio to support your new business ventures or products.Module 1 Module 2 Module 3 Module 4 Brand and Product Management Capstone In this capstone you will take the role of a manager of a small business whose products or services are being developed or are in the process of being developed. You will analyze the situation of a small business and develop a plan to manage the situation. You will use the Brand and Product Management specialization as a case study. You will combine the skills and wisdom you’ve acquired through the Specialization with the goal of acquiring a set of products or services that suit your business or personal needs. You will build the required product or service portfolio to support your new business ventures or products.Module 1 Module 2 Module 3 Module 4 Brief History of Psychology This course

Course Tag

Brand Architecture Product Management Brand Management Brand Engagement

Related Wiki Topic

Article Example
Scott Cook In 2002, Cook and his wife, Signe Ostby, established the Center for Brand and Product Management at the University of Wisconsin–Madison School of Business, the nation's first university-based center focused exclusively on training MBAs in brand and product management. Cook and Ostby both started their careers in brand management.
Brand management Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, brand could be corporate, product, service, or person. Brand management build brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers.
Brand management In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.
Brand management Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand.
Brand awareness See also Product life-cycle management (marketing); Brand management and Advertising management
Design management The main focus of product brand management lies on the single product or product family. Product design management is linked to research and development, marketing, and brand management, and is present in the fast-moving consumer goods (FMCG) industry. It is responsible for the visual expressions of the individual product brand, with its diverse customer–brand touch points and the execution of the brand through design.
Product management Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, and production, or marketing of a product or products at all stages of the product lifecycle. Similarly, product lifecycle management (PLM) integrates people, data, processes and business systems. It provides product information for companies and their extended supply chain enterprise.
Product management The role may consist of product development and product marketing, which are different (yet complementary) efforts, with the objective of maximizing sales revenues, market share, and profit margins. Product management also involves elimination decisions. Product elimination begins with the identification of elimination candidates, proceeds with the consideration of remedial actions, continues with a projection of the impact on the business as a whole if a candidate product is eventually eliminated, and concludes with the implementation stage, where management determines the elimination strategy for an item. The product manager is often responsible for analyzing market conditions and defining features or functions of a product and for overseeing the production of the product. The role of product management spans many activities from strategic to tactical and varies based on the organizational structure of the company. To maximize the impact and benefits to an organization, Product management must be an independent function separate on its own.
Brand management Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers may try to control the brand image.
Design management In market and brand focused companies, design management focuses mainly on brand design management, including corporate brand management and product brand management. Focusing on the brand as the core for design decisions results in a strong focus on the brand experience, customer touch points, reliability, recognition, and trust relations. The design is driven by the brand vision and strategy.
Brand equity sponsorships. Journal of Product & Brand Management, 12(6), 377-393.
Product management While involved with the entire product lifecycle, the product management's main focus is on driving new product development. According to the Product Development and Management Association (PDMA), superior and differentiated new products—ones that deliver unique benefits and superior value to the customer—are the number one driver of success and product profitability.
Product data management Product data management is the use of software or other tools to track and control data related to a particular product. The data tracked usually involves the technical specifications of the product, specifications for manufacture and development, and the types of materials that will be required to produce goods. The use of product data management allows a company to track the various costs associated with the creation and launch of a product. Product data management is part of product lifecycle management and configuration management, and is primarily used by engineers.
Product management Inbound product management (aka inbound marketing) is the "radar" of the organization and involves absorbing information like customer research, competitive intelligence, industry analysis, trends, economic signals and competitive activity as well as documenting requirements and setting product strategy.
Service product management Efficient management of service product cost and revenues according to service contract and incurred costs. The same is generally needs a service product manager to provide product data management for Enterprise resource planning systems.
Product management As these terms are under discussion, another way of looking at these activities is upstream and downstream product management, where 'upstream' is referring to any activity that helps to define, create, or improve the product, whilst 'downstream' refers to any activity that promotes the product. This avoids the confusion with the term "inbound marketing" which nowadays clearly refers to a way of doing downstream product management, referring to 'making the product accessible', i.e. it can be found by suspects and prospects (compared to 'outbound marketing', where the product is 'pushed' in front of the suspect or prospect).
Product management Depending on the company size and history, product management has a variety of functions and roles. Sometimes there is a product manager, and sometimes the role of product manager is shared by other roles. Frequently there is Profit and Loss (P&L) responsibility as a key metric for evaluating product manager performance. In some companies, the product management function is the hub of many other activities around the product. In others, it is one of many things that need to happen to bring a product to market and actively monitor and manage it in-market. In very large companies, the product manager may have effective control over shipment decisions to customers, when system specifications are not being met.
Product data management Product data management (PDM) is the business function often within product lifecycle management (PLM) that is responsible for the management and publication of product data. In software engineering, this is known as version control. The goals of product data management include ensuring all stakeholders share a common understanding, that confusion during the execution of the processes is minimized, and that the highest standards of quality controls are maintained.
Brand content management This is how the term "brand content management" was initially used, customer relationship management (CRM) applications that support marketing development have created a software based architecture that supports the process and storage of brand-related content. Software companies have created an enterprise marketing management tool that supports these organizations in the development and management of brand content.
Product Development and Management Association The Product Development and Management Association (PDMA) is a non-profit professional society that organizes and publishes information about the development of new products.