Product Strategy and Brand Management

People buy brands and not products and services. Brands are becoming more numerous and the market is more competitive. Product life cycles are becoming shorter as a result of greater choice and new technologies. It is important to plan and manage both products and brands in order to survive in today's environment.

Topics covered in the program, include: the role of the brand manager, the development of the product plan; managing mature products - products classifications, product mix, product life cycle management, the new alternative life cycle model, branding and the development of brand equity, and the introduction to the 4Rs; managing new products - the new product development process, the packaging decision, marketing metrics, brand valuation, and customer equity.


Program Description

Learn to:

  • Develop a brand or product strategy and plan
  • Analyze mature products and extend their life cycle
  • Understand the new product development process
  • Understand how to develop brands and brand equity



Those responsible for the design of product strategy for an organization, including: marketing managers, brand and product managers, regional and area managers, marketing strategists, and branch managers. The program will be useful for managers in all industries as well as for individuals that are likely to hold these positions in the future.



Any of the executive education programs offered by the Hudson Center of Entrepreneurship and Executive Education (HCEEE) can be delivered to your organization at your location Please contact us for more information.


Program Fee

Program fee varies based on the size of your group and includes tuition, instructional materials and lunch. Please contact us for more information.

quote icon

The team from Nova Southeastern University came to Daytona Beach to meet with us, they listened to our needs and customized a program for our Synergy Leadership Academy. We found the program to be highly effective and very engaging. Our employees came away with a much higher level of self-awareness and a set of new skills that they could put to use right away. Nova Southeastern University really exceeded our expectations.

M. Jayson Meyer | CEO, Synergy Billing

Comments From Past Participants

quote icon

Topics and examples were very relevant and current. It was an excellent experience

Gina Avila | Director of Merchandising, Perry Ellis International

quote icon

Totally enjoyed the course and the 'academic experience.' Information, content, and presentation was first-rate. Based on this experience, I will definitely take other seminars / programs / courses offered by the Executive Education Program.

Phil Everingham | Chief Operating Officer, Trinity Management Group

quote icon

Very interesting and well presented. Valuable content and handouts. Actionable tactics for any business at any point of business.

Gary Rubin | Vice President of Design and Merchandising, Perry Ellis International


Course Customization

Using core programs, we can customize the material to fit your corporate training needs. With our extensive resources and program facilitators, we will design a program that is tailored to fit your specified objectives and requirements.

Want More Information?

Fill out the form below and an executive education enrollment counselor will respond to your message within the next 24-48 hours. Thank you for your interest in the executive education programs from NSU's Huizenga College of Business!


Contact Information

For additional program information, please contact us at:

Hudson Center of Entrepreneurship and Executive Education
H. Wayne Huizenga College of Business and Entrepreneurship
Nova Southeastern University
Carl DeSantis Building, Suite 2088
3300 S. University Drive,
Fort Lauderdale, FL, 33328-2004
Tel: (954) 262-5119
Toll Free: 800-672-7223, ext. 25119
Fax: (954) 262-3188