Product management basics - what is a product - levels of product – classification - industrial and consumer – product system - product mix - product line – stretching - category attractiveness analysis - elements of product strategy over the life cycle.
Brands versus products - can anything be branded - branding challenges and opportunities - Strategic brand management process - brand elements- brand names – logos – symbols –slogans – packaging – Customer based brand equity - building a strong brand - Brand positioning - types of positioning.
Designing marketing programs - product strategy - pricing strategy - channel strategy – direct -indirect channels - web strategies - integrated marketing communications – advertising – promotion - event marketing - public relations - personal selling - Secondary brand associations
Brand value chain - brand equity management system - measuring sources of brand equity -qualitative - projective techniques - brand personality - experiential techniques - quantitative techniques for measuring brand equity - brand architecture - the brand product matrix - brand hierarchy - designing a brand strategy - corporate branding
New product development - Brand extensions - Managing brands - over time - reinforcing brands - revitalizing brands – rebranding-retiring brands - adjustments to brand portfolios - Global brand strategy.
Text Books : (Recommended Books)
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