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Excellence in Product and Brand Management

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4.4(21.4K students)

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All Levels

About this course

Do you want to fly in your marketing career higher than most others by gaining excellence in product management? Take a look at this Udemy course only where you willBuild excellence in Product Management. This course is based on 26 years of my experiences at Hindustan Unilever, Johnson & Johnson and Danone learning all about Product Management.

Gain Practical Experience by doing real life Brand Management Internship with usPreview 50% of lectures for FREEGet Enrichmentors Course Completion Certificate cum Letter of RecommendationGet 30 days Money Back GauranteeThe content for this course has come from my own experiences as a Product Manager at Hindustan Unilever for the Leaf Tea Brand, General Manager Marketing at Johnson & Johnson Consumer India and Managing Director at Dumex India which is now a part of Danone India. As you will see in the Previews, a lot of examples have been drawn from a Consulting Assignment I did for Cello India formulating the Entry Strategy including a Marketing Plan for BIC USA in the Shavers category. All these got molded into this course while preparing MBA students at IIM Udaipur during last 6 years.

You can also get a Enrichmentors Course Completion Certificate cum Letter of Recommendation to whoever will complete their assignments and Practice Test successfully. These certificates will be signed by me and will be in addition to the normal Udemy Certificate you get on completion of the course. You will need to score 75% in the Practice Test and complete all the steps of the assignment to my satisfaction of similar level.

It will be great if you can also do the rating and write reviews while doing the course as a feedback to us!

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This course contains the use of artificial intelligence.Read this before you buy: of the 46 lessons, 25 were recorded for an audience building a brand aimed at the people they hire rather than the people they sell to. If you want a course that is purely about consumer branding, this is not it.Here is why I still built it this way. A new company has two brands and only one of them can wait. Before you have customers you need the first ten people, and they have to join something that does not exist yet — no product to try, no reviews to read, no logo they recognise. Solving that is the hardest positioning problem a founder ever gets, and everything you learn doing it transfers directly to customers.The real problem with a new brandIt is not that nobody remembers you. It is that nobody has a shelf to put you on. The first comparison a stranger reaches for becomes your positioning whether you chose it or not — you are "a cheaper version of X" or "like Y but for small teams", and once that lands you spend years arguing with it. Most founders discover this after the logo is done, the site is built and the name is on the paperwork.What changes when you do it in the right orderYou start with one sentence: who you are for and what you replace. Everything else — the name, the palette, the tone, the campaign — gets derived from it rather than decorated onto it. That sentence takes an afternoon and a structured audit. The logo you were agonising over becomes a thirty-minute decision, because there is finally a standard to judge it against.Where this comes fromI have built brand and people systems inside companies at very different stages, including Preply, Wargaming, iDeals and Alfa-Bank. Over 1.6 million people have enrolled in my courses and more than 150,000 professionals have been trained through them. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries. Everything here has been run against real companies, not assembled from branding theory.How the course is builtYou begin with the brand itself: the audit, the positioning statement, the messaging matrix, naming with domain and trademark checks, visual and verbal identity, the brand book, and a launch campaign from big idea to channel mix. Then research, so the positioning rests on answers instead of guesses — question design, running the study, reading open responses, planning actions. Then the product the brand is attached to: product-market fit, portfolio decisions, journey mapping, metrics, monetisation and growth loops. Then going public: narrative, channels, the founder's own visibility, crisis response and communication metrics. Then the proposition you offer the people you want to hire, and the employer brand built on it, including the practical tools — landing page, creative, targeting, copy. And finally the launch inside the company, so everyone tells the same story without being told to.What is includedLifetime access to all 46 lessons and every future updateActive instructor support in the question and answer sectionUdemy Certificate of CompletionPractical assignments run on your own brand as you goA section with additional courses, tools and resourcesWhy start nowEvery month you operate without a stated position is a month the market invents one for you, and that borrowed position is much harder to replace than to set. The name, the site and the first hundred customers all get built on top of it. Enrol now and write your positioning statement today.

Rebranding: Audit, Reposition and Relaunch Your Brand [EN]

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This course contains the use of artificial intelligence.Read this first: six of the 40 lessons are branding in the narrow sense — audit, positioning, identity, campaign. The other 34 are about the company behind the promise. If you are looking for forty lessons on logo redesign, this will disappoint you.That is deliberate, and it is the whole argument. Rebrands almost never fail at the logo.How a rebrand actually failsThe name changes, the typeface changes, the promise on the homepage changes. What does not change is the thing a customer meets: the same people, the same response times, the same conversation when they ask for a refund. Within a quarter the new promise is working against you harder than the old one ever did, because now the gap between what you said and what happens is visible to everyone and you paid for advertising to point at it. A reposition is a claim about future behaviour. The only question that matters is whether the claim is covered.What a covered reposition looks likeYou measure what you are before you announce what you will be — not with opinion, with a study. You decide the new position and write it as a sentence you could defend to a customer. Then you change the behaviour that has to change: what gets described as expected conduct, what rituals repeat it, who gets hired, what the service standard is, what happens on escalation. Then, and only then, you launch. The campaign is the last step, not the project.Where this comes fromI have run repositioning and organisational change inside companies that had outgrown their own story, including Preply, Wargaming, iDeals and Alfa-Bank. Over 1.6 million people have enrolled in my courses and more than 150,000 professionals have been trained through them. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries. The culture section works through named companies — Netflix, Miro, Tesla, Starbucks, Buffer, Basecamp — rather than anonymous examples.How the course is builtYou start with the brand audit and the new position: identity, brand book, relaunch campaign and the dashboard that will tell you whether anything moved. Then measurement, so the reposition rests on evidence — questionnaire design, fieldwork, reading open answers, repeat studies to track the shift. Then culture, which is where the new promise either becomes behaviour or does not: describing expected conduct, rituals, hiring standards, launching and measuring a culture. Then organisational development: selling the programme, assessing the company, action planning, interventions at individual, team, process and global level, and calculating the return. Then the relaunch run as a change programme with urgency, a change team and quick wins. And finally the customer side, where the promise gets tested: journey audit, service standards, automation, escalation and the metrics that prove it is being kept.What is includedLifetime access to all 40 lessons and every future updateActive instructor support in the question and answer sectionUdemy Certificate of CompletionPractical assignments run against your own brandA section with additional courses, tools and resourcesWhy start nowAn unaddressed gap between promise and delivery does not stay the same size — it widens, because every new customer arrives with the expectation your marketing set and leaves with the experience your operation gave. The audit is a day's work and it tells you how much of a gap you are financing. Enrol now and run it this week.

Brand Architecture: Portfolios, Sub-Brands & Systems [EN]

Udemy Instructor

This course contains the use of artificial intelligence.Read this first: two of the 40 lessons are brand architecture theory in the narrow sense — branded house, house of brands, hybrid, and portfolio planning. The other 38 are the machinery that decides which of those you actually end up with. If you want forty lessons of hierarchy diagrams, buy something else.That is the argument of the course, not an apology for it. The diagram takes an afternoon. Whether it survives contact with the company is decided somewhere else entirely.Why brand architectures collapseBecause the question looks like marketing and behaves like power. Whoever owns a unit's profit line eventually wants their own name on the door, their own site and their own advertising budget, and no slide showing a tidy hierarchy has ever stopped that. The second reason is quieter: an architecture is not a decision, it is a repetition. It has to reproduce the same standard across twenty teams who never speak to each other, every week, without you in the room. A brand book does not do that. A knowledge system does.What you can do once you see it this wayYou can predict which sub-brand will break away before it does, because you can read the ownership structure. You can argue the branded house case in the language the board uses, which is accountability and cost, rather than the language of consistency, which nobody funds. You can build the repetition mechanism deliberately instead of discovering in year three that every region invented its own version of the logo, the tone and the promise.Where this comes fromI have built brand and organisational systems inside multi-product companies, including Preply, Wargaming, iDeals and Alfa-Bank. Over 1.6 million people have enrolled in my courses and more than 150,000 professionals have been trained through them. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries. The organisational design section includes real restructuring cases with the companies named.How the course is builtYou start with the brand as a system: audit, architecture, positioning, identity, the brand book, campaigns and a dashboard that compares brands against one another. Then the portfolio from above: competitor unit economics, strategy the board will sign, budget and return on marketing across several brands, the brand plan, and how to structure a marketing organisation. Then the structural half: organisational design drivers, archetypes, matrix types, accountability, span of control, transition planning and five named company cases. Then the repetition mechanism: capturing, storing, sharing, embedding and measuring knowledge so the standard survives without supervision. Then migration run as a change programme rather than an announcement. And finally the internal rollout, because an architecture nobody inside can explain is not an architecture.What is includedLifetime access to all 40 lessons and every future updateActive instructor support in the question and answer sectionUdemy Certificate of CompletionPractical assignments run against your own portfolioA section with additional courses, tools and resourcesWhy start nowEvery quarter a portfolio runs without an explicit architecture, the units invent their own, and unwinding an accidental structure costs far more than choosing a deliberate one. The cheapest moment to decide is always earlier than it feels. Enrol now and audit your portfolio this week.

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Excellence in Product and Brand Management

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Startup Branding: Position, Name & Launch a New Brand [EN]

Rebranding: Audit, Reposition and Relaunch Your Brand [EN]

Brand Architecture: Portfolios, Sub-Brands & Systems [EN]

Excellence in Product and Brand Management

About this course

Skills you'll gain

Available Coupons

Course Information

This course includes:

Share this course

You May Also Like

Startup Branding: Position, Name & Launch a New Brand [EN]

Rebranding: Audit, Reposition and Relaunch Your Brand [EN]

Brand Architecture: Portfolios, Sub-Brands & Systems [EN]