Brand and Product Management

IE Business School brings product decisions and brand management into the same discussion. Learners consider how a product strategy relates to brand positioning and how a portfolio can be organized. It suits people who want to explain the role of a brand in a business decision, rather than start with a logo or a set of visual assets.

What you will learn

• Connect product strategy with brand positioning.
• Explore brand architecture and portfolio decisions.
• Assess the relationship between a brand and business objectives.

Who this suits

Beginners in marketing and product work who want a strategic introduction. The lessons emphasize management choices rather than training in design software.

Before you enroll

Compare the course emphasis with your goal: brand strategy, customer experience, personal identity and visual design are different kinds of work. Use the published syllabus to check which one is taught. Brand examples illustrate a decision process; they do not promise revenue, valuation or audience growth for another organization.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Describe a fictional product and its intended audience. Explain its position within a small brand portfolio, then identify a business objective and the evidence needed to judge whether the positioning supports it.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

How YellowCourse describes and checks learning resources.