PRODUCT AND BRAND MANAGEMENT

Course Objectives

  • To introduce the students to the field of product management
  • To know more about brands, packaging & positioning.
  • To strategize on product, pricing, channel & Integrated Marketing communications
  • Understand brand equity, brand personality, brand architecture, brand hierarchy, & corporate branding
  • Devise branding strategies and develop new products.

UNIT I

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.

UNIT II

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.

UNIT III

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

UNIT IV

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

UNIT V

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)

  • Kevin Lane Keller, ‘Strategic Brand Management' 4th edition, Pearson, 2013
  • Donald R.Lehmann& Russell S. Winer'Product Management, 4th edition McGraw Hill Series in Marketing, 2004

Reference Books (R):

  • Philip Kotler, Kevin Lane Keller, A Frame Work for Marketing Management - 4th Edition - Pearson, 2011
  • A.K. Chital, Ravi Gupta,' Product Policy andBrand Management-Text and cases', 3rd edition, PHI, 2016.
  • Kevin Lane Keller, 'Best Practice Cases in Branding: Lessons from the World’s StrongestBrands', 3rd edition, Pearson, 2011
  • David Asker, 'Building Strong Brands' Free Press 1995

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