Brand and Product Strategy

Course Info

Length: 1 Week

Type: Online

Available Dates


  • Aug-19-2024


  • Sep-16-2024


  • Oct-21-2024


  • Nov-18-2024


  • Dec-16-2024


Course Details

Course Outline

5 days course

Introduction and Product Portfolio Architecture Design
  • List criteria for determining a branding option in a company’s brand architecture

  • Describe appropriate use cases for various types of brand naming options

  • Recognise effective brand architecture design

  • Create an architecture so that all product offerings work together and create a synergistic effect

 Product Promotions
  • Explain how product promotions work

  • Describe the effects of price promotions for fast moving consumer goods (FMCG) on retailers and manufacturers

  • Articulate how mobile promotions can be used by product managers

  • Differentiate brand promotions and product promotions

 Product Leveraging Strategies: Achieving Optimal Product Extension and Feedback Effects
  • List the advantages and disadvantages of leveraging, including feedback effects and extension effects

  • Articulate the strategic value of feedback effects and extension effects

  • Differentiate between product extension strategies and brand extension strategies

  • Explain when the different extension strategies should be used

 Managing Product Positioning and Business Identity
  • Identify need profiles of potential target markets

  • Explain the importance of a business identity in branding strategy

  • Differentiate between a business identity and a business tagline

  • Describe how to implement the business identity through marketing actions (3 Es)

Product Sentiment Analysis
  • Explain why sentiment analysis or opinion mining is useful and how product managers can benefit from it

  • Describe the role of sentiment analysis in making product management decisions

  • Identify the key steps in the sentiment analysis process

  • Apply a text mining algorithm to real-world text data and gain insights into the emotional content of product reviews

Course Video