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Table Of Contents

Step 6. MARKET TESTING
Step 7. COMMERCIALIZATION
Managing Existing Products
Product life cycle (PLC)
Stage Characteristics
What is New Product Portfolio Management?
Portfolio Management - A Problem Area!
Goals of Portfolio Management
1. Value Maximization
2. Balance
3. Business Strategy Alignment
4. Pipeline Balance
5. Sufficiency
What are the benefits of Portfolio Management?
Why is it so important?
Practical use of the BCG Matrix
Market growth rate
Critical evaluation
Alternatives
Consumer and Industrial Goods
Consumer Goods
Industrial Goods
Principles of brand management
Types of brands
Functions of brand
Brand architecture
Techniques
Challenges
Online brand management
Measurement
Positive brand equity vs. negative brand equity
Family branding vs. individual branding strategies
Examples
Definitions
Product positioning process
Positioning concepts
Measuring the positioning
Repositioning a company
Types of product extension
Categorisation theory
Brand extension failure
Brand equity
Brand Awareness
Brand Salience
How do customers remember?
References
Benefits of Global Branding
Global Brand Variables
Brand name
Types of brand names
Brand identity
Visual Brand Identity
Brand parity
Branding approaches
Company name
[edit] Individual branding
[edit] Attitude branding and Iconic brands
"No-brand" branding
Derived brands
Brand extension
Multi-brands
Private labels
Individual and Organizational Brands
History
HOW DOES BRAND VALUATION EFFECT STOCK MARKET:
METHODS OF VALUATION
DRAWBACKS IN EACH OF THEM
Strength Factor Maximum Score
Total Score 100
How valuable is Intellectual Property?
If it is valuable, then why isn't it accounted for?
Why value brands?
Transactions
Reporting
Litigation
Taxation and transfer pricing
Can brands be valued?
Brand valuation methodologies
Premium profits
The relief from royalty method
Earnings basis
Points of Parity
More things to know about brands
You already have at least one brand
Brand Management
The benefits of a strong brand
Closing thoughts
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34411712-PBM-Notes

34411712-PBM-Notes

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Published by Pranav P Prakash

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Published by: Pranav P Prakash on Dec 15, 2010
Copyright:Attribution Non-commercial

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11/20/2011

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