What are the starting requirements?

None. No prior knowledge and no formal application are needed. All you need is a web browser.

What does the course cost?

With the current discount, this course costs US$12, including the full course content and your personal certificate. There are no additional costs.

How do I get my certificate?

Work through the 9 chapters and pass the course quiz, which is multiple choice with free retakes and no time limit. The certificate is issued instantly as a digital PDF with a unique ID that employers can verify online.

What is the value of the certificate?

IBMI holds its programs to the same high standards applied by traditional educational institutions, and its certificates are acknowledged by employers worldwide as professional certificates. IBMI does not award academic titles or degrees.

Product and Brand Management — IBMI

All courses

Product and
Brand Management

New course

Two products can be identical and still sell at very different prices. In about two hours, you will learn how to manage products from idea to launch, build a clear brand position and grow brand value over time.How to build strong products and brands, in about two hours.

US$3030 €£30CHF 30SAR 113AED 110₹2,850₱1,920Rp544.000EGP 1,680MAD 295MX$560R500R$162Rs 8,300₦40,300₺1.490QAR 109C$42A$43NZ$53HK$240S$38119 zł144 lei9 900 Ft660 Kč300 kr200 kr.280 kr51 ₼AMD 10,800KSh3,900K605Rs 1,420TSh79,30017 700 CFA17 700 CFAUGX 135,000Br4,920Kz 27.4001.920 MT4 060 DA1 370 ₴2 440 Lek₪9278 ₾3.160 RSD542 lei1.650 den53 KM3.670 kr.RM123৳ 3,730฿1,010UZS 360 000775.000 ₫Rs 9,99013 600 ₸¥200₩39,800¥4,730NT$970Rs 4,580J$4,770S/ 104AR$46.200TT$204CO$96.000Q230RD$1,840CL$29.700₡13.700 US$1212 €£12CHF 12SAR 45AED 44₹1,140₱770Rp218.000EGP 670MAD 118MX$220R200R$65Rs 3,300₦16,100₺600QAR 44C$17A$17NZ$21HK$90S$1547 zł58 lei4 000 Ft260 Kč120 kr80 kr.110 kr20 ₼AMD 4,300KSh1,560K242Rs 570TSh31,7007 100 CFA7 100 CFAUGX 54,000Br1,970Kz 11.000770 MT1 620 DA550 ₴980 Lek₪3731 ₾1.260 RSD217 lei660 den21 KM1.470 kr.RM49৳ 1,490฿400UZS 144 000310.000 ₫Rs 4,0005 400 ₸¥80₩15,900¥1,890NT$390Rs 1,830J$1,910S/ 41AR$18.500TT$82CO$38.000Q92RD$740CL$11.900₡5.500 −60%

Add to cart

Secure checkout · one-time payment · instant access

2 hoursself-paced

Certificateincluded

Lifetimefull access

100% onlineany device

Text & Audioread or listen

Introductoryany level

This course counts toward the Marketing Management program certificate — at no extra cost.

What you will learn

A brand is a promise and a product has to keep it. This course gives managers, marketers and founders the tools to make good product decisions and build brands that customers trust and choose.

Core skills

Manage products and product lines with portfolio tools and the product life cycle
Develop and launch new products with clear stages and decisions
Position a brand, build brand equity, measure brand health and manage brands over time

More details

This is practical knowledge for your everyday work. Across nine short chapters you move from single products to portfolios and from brand basics to managing brands over decades.

Why this matters

74%

of the time, the average shopper bought the cheaper store brand of headache tablets. Pharmacists, who know the products are the same, did so 91% of the time. That gap is the power of a brand.

Source: study of more than 77 million shopping trips, 2015

You will learn the levels of a product, the role of the product manager, portfolio and line decisions, the product life cycle, new product development and launch planning, brand identity and positioning, brand equity models, brand architecture, brand extensions and rebranding. Two real cases, Lexus and Burberry, bring it all together.

The course is designed for managers, marketers, product managers, founders and everyone who works on products or brands. No prior knowledge is required.

The course takes about two hours in text and audio, is fully self-paced, and comes with lifetime access and no prerequisites. Pass the short final exam to earn a verifiable certificate.

What we will cover

9 focused chapters that take you from product decisions to strong brands, each with practical, real-world examples.

9chapters

~2hself-paced

Text & audioread or listen

See the full curriculum

Introduction

The Three Levels of a Product
Goods, Services and Digital Products
The Product Manager's Role

Product Mix and Product Lines
Line Stretching and Pruning
Tool: GE-McKinsey Matrix
Pricing Across a Product Line

Managing Each Life Cycle Stage
Extending or Ending a Life Cycle
Stage-Gate Development
Launch Planning

What a Brand Is
Brand Identity
Brand Positioning

Aaker's Brand Equity Model
Keller's Brand Equity Pyramid
Measuring Brand Health

Brand Architecture
Brand Extensions and Licensing
Brand Experience and Consistency
Repositioning and Rebranding

Case Study: Lexus
Case Study: Burberry

Conclusion

Course Quiz & Your CertificateMultiple choice · free retakes · no time limit · certificate issued instantly on passing

Learn your way

Read or listen at your own pace, on any device — and yours to keep forever.

ibm-institute.com

Chapter 4 of 9Life Cycle and New Products

3:20 / 6:00

Most new products fail, but many failures can be stopped early. In this chapter, you learn how a stage-by-stage process improves the odds.

From idea to launch

Screen ideas, test the concept, develop the product and plan a launch, with a clear decision at every gate.

With practical examples, you will see what happens at each stage and gate.

You will leave with a simple launch checklist for your next product.

PreviousNext chapter

Progress

48% complete

Content

Introduction

Products and Product Management

Product Portfolio and Product Lines

Life Cycle and New Products

5 Brands and Positioning

6 Brand Equity and Brand Health

7 Managing Brands Over Time

8 Case Studies

9 Conclusion

No app neededIn your browser
Any devicePhone to laptop
Auto-savedContinue anytime
Stay focusedDistraction-free

Certificate

A certificate you can
actually use

Instantas a digital PDFPDF download
Includedno extra fees
Lifetimeno expiry
ShareableLinkedIn & CV

Verifiableunique ID number

Demo verification

IBMI-BM-8F3K2

Valid certificateProduct and Brand ManagementIssued by IBMI Berlin to David Fischer · 15 July 2025

Check any real certificate ID on our verification page.Check any real certificate ID here.

In good company

Loved by learners in 100+ countries

Overall, 96% of our students would recommend IBMI to a friend or colleague.

"Between a full-time job and family, this was the first course I could actually finish — it fits around real life."

TThandiwe N.

South Africa

"It lifted my skills as a founder to a completely different level — I run my business with far more structure now."

MMateus C.

Brazil

"I’ve completed a few of their courses by now, and the certificates genuinely strengthen my résumé."

PPieter V.

Netherlands

"The skills were real and the certificate proved them — I moved up a position at my company this year."

EElif K.

Turkey

"I came in with zero background in business and never felt lost — everything is explained from the ground up."

JJoseph B.

Uganda

Drag to explore more reviewsSwipe to explore more reviews

What IBMI students say about learning with us in general. The 96% comes from our June 2026 student survey: 364 verified students answered the question “Would you recommend IBMI to a friend or colleague?” (learn more).
You can also find independent reviews on our Trustpilot profile.

Featured in

Program

This course is part of
a larger credential

It’s one of the four courses of the Marketing Management program — and it counts toward that program certificate at no extra cost.

Marketing Management

4 courses

Finish all 4 courses and your program certificate is issued automatically — at no extra cost.

Explore the program →

Good to know

Frequently asked questions

Add the course to your cart and create your student account during checkout. You can start right after payment — and you keep lifetime access, so breaks and retakes are always possible.

It’s a focused short course — 9 chapters and 25 topics, about 2 hours in total, 100% online and self-paced. Read the content or listen to the audio on your computer, tablet, or phone, and pick up exactly where you left off. No additional reading material required.

None. This course is designed for students and non-students alike — no prior knowledge and no formal application. All you need is a web browser and some motivation.

With the current discount, this course costs US$1212 €£12CHF 12SAR 45AED 44₹1,140₱770Rp218.000EGP 670MAD 118MX$220R200R$65Rs 3,300₦16,100₺600QAR 44C$17A$17NZ$21HK$90S$1547 zł58 lei4 000 Ft260 Kč120 kr80 kr.110 kr20 ₼AMD 4,300KSh1,560K242Rs 570TSh31,7007 100 CFA7 100 CFAUGX 54,000Br1,970Kz 11.000770 MT1 620 DA550 ₴980 Lek₪3731 ₾1.260 RSD217 lei660 den21 KM1.470 kr.RM49৳ 1,490฿400UZS 144 000310.000 ₫Rs 4,0005 400 ₸¥80₩15,900¥1,890NT$390Rs 1,830J$1,910S/ 41AR$18.500TT$82CO$38.000Q92RD$740CL$11.900₡5.500. That includes the full course content and your personal certificate — there are no additional costs.

Work through the 9 chapters and pass the course quiz — multiple choice, with free retakes and no time limit. Your certificate is issued instantly as a digital PDF that you can download, print, share on LinkedIn, and that employers can verify online via its unique ID.

IBMI holds its distance learning programs to the same high standards applied by traditional educational institutions, and our certificates are acknowledged by employers around the world as professional certificates. Please note we do not award academic titles or degrees.

The full course — audio and text — is in English. You can also read the course text in 100+ other languages via automatic (machine) translation, so you can follow along in whichever language you’re most comfortable with. See available languages →

Yes. Alongside your course certificate, this course counts toward the Marketing Management program certificate — at no extra cost. Finish the four courses of the program and you earn its certificate too.

More questions? Visit the Help Center →

Short course, fast results

From start to certificate
in about 2 hours

Start Enroll & start instantly

Checkout takes a minute — chapter one opens right away.

2 hours Read or listen to the content

Compact topics and real case studies, at your own pace.

The quiz Take the course quiz

Multiple choice, free retakes, no time limit.

Finish Certificate in hand

Issued instantly — add it to your CV and LinkedIn.

Product and Brand Management

Start now and get certified today

US$3030 €£30CHF 30SAR 113AED 110₹2,850₱1,920Rp544.000EGP 1,680MAD 295MX$560R500R$162Rs 8,300₦40,300₺1.490QAR 109C$42A$43NZ$53HK$240S$38119 zł144 lei9 900 Ft660 Kč300 kr200 kr.280 kr51 ₼AMD 10,800KSh3,900K605Rs 1,420TSh79,30017 700 CFA17 700 CFAUGX 135,000Br4,920Kz 27.4001.920 MT4 060 DA1 370 ₴2 440 Lek₪9278 ₾3.160 RSD542 lei1.650 den53 KM3.670 kr.RM123৳ 3,730฿1,010UZS 360 000775.000 ₫Rs 9,99013 600 ₸¥200₩39,800¥4,730NT$970Rs 4,580J$4,770S/ 104AR$46.200TT$204CO$96.000Q230RD$1,840CL$29.700₡13.700US$1212 €£12CHF 12SAR 45AED 44₹1,140₱770Rp218.000EGP 670MAD 118MX$220R200R$65Rs 3,300₦16,100₺600QAR 44C$17A$17NZ$21HK$90S$1547 zł58 lei4 000 Ft260 Kč120 kr80 kr.110 kr20 ₼AMD 4,300KSh1,560K242Rs 570TSh31,7007 100 CFA7 100 CFAUGX 54,000Br1,970Kz 11.000770 MT1 620 DA550 ₴980 Lek₪3731 ₾1.260 RSD217 lei660 den21 KM1.470 kr.RM49৳ 1,490฿400UZS 144 000310.000 ₫Rs 4,0005 400 ₸¥80₩15,900¥1,890NT$390Rs 1,830J$1,910S/ 41AR$18.500TT$82CO$38.000Q92RD$740CL$11.900₡5.500−60%

Self-paced online courseOnline course · Personalized certificate
One-time payment · Lifetime access

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