Brand and Product Management: The Aaker Model for Brand Strategy

I’ve been expanding my knowledge of Product Management by taking IE Business School’s Brand and Product Management MOOC on Coursera. The course is about developing the factual support to define a product strategy, formulating a winning strategy that generates both quick-wins and long-term value, and creating a compelling customer experience journey.

Professor Luis Rodriguez Baptista talks about the Aaker Model for Brand Strategy as a way to bring your strategy to life. I found it useful when I was working on a project, and I’d like to share my notes with you:

Essence: What is it that you want your brand to be known for?

· What the brand is all about. Keep it short, understandable to everyone, and focused.

· Not a slogan or a tagline: a long-term core promise to all stakeholders.

Values: What are your brand’s most important competences?

· What customers experience when they use the brand / product?

· Define 3-5 values & define them precisely. Have a specific explanation of what these words mean.

External Identify: How does your brand connect with its stakeholders?

· Foundation of the relationship between your brand and your stakeholders.

Link to Coursera course:

Digital Product Management: Modern Fundamentals

Completed Digital Product Management: Modern Fundamentals by University of Virginia Darden School of Business on Coursera.

This 4-week course stepped through:

Achieving Focus and Winning (Week 1)

Using Today’s Product Management Methods (Week 2)

Exploring a New Product Idea (Week 3)

Amplifying an Existing Product (Week 4)

Some of today’s modern product management methods discussed are Agile, Design Thinking, the Hook Framework, Lean Startup, Story Mapping, Prototyping, Usability Testing and User Experience Design.

The course also explored customer discovery, idea testing/validation, early development, and business model design.

Overall, taking this MOOC was a rewarding experience. For more info about the course, visit:

Digital Product Management: Modern Fundamentals