Brands are among the most valuable intangible assets of companies, providing an enduring competitive advantage. However, the contemporary landscape of brand building and management has grown increasingly complex due to the empowerment of consumers through digitalization and social media. Today, consumers can offer highly visible, real-time feedback on social media, which can significantly impact a brand’s value. Simultaneously, competition has intensified as the global market has become more accessible. To navigate these challenges, branding and product management must be more customer-centric, agile, and responsive. This course provides a comprehensive understanding of the principles, strategies, and techniques essential for creating and sustaining strong products and brands in this fast-paced digital world.