PRODUCT AND BRAND MANAGEMENT

Course Code: Course Objective:

In congruence with the aim of marketing to convert a commodity into an identifiable product and to a subsequent brand, the course involves the objective of imparting comprehensive understanding of the process of product strategy and the fundamentals of building, measuring, and managing a brand.

MEL 310

Credit Units: 03

Course Contents:
Module I: Product Strategy Development Elements of Product Strategy, Product Mix and Line decisions. Positioning Strategy, Product Strategy over Life Cycle, New Product Development Process Module II: Introduction to Brand Management Concept of branding, the challenges faced by brand managers, the value of a brand to customers and the organization, Branding Challenges & Opportunities, Strategic Brand Management Process Module III: Elements to build Effective Brands Criteria to choose brand elements, Creation of brand personality, brand personality scale, brand image sources, Brand identity dimensions Module IV: Brand Re-vitalization Brand & Line Extensions, Marketing Mix for Brand Extensions, Co Branding. Upward and Downward stretching of brands. Module V: Managing the Brand Systems The brand equity concept, Brand Equity Models Customer Based Brand Equity, Aaker Model, Brand hierarchy Brand Awareness, Brand Loyalty, Brand Associations, Brand Recognition, Recall.

Examination Scheme:
Components Weightage (%) CPA 5 TP 5 Q/S 5 A 5 ME 10 EE 70

Text & References:

Keller K.L. (2008), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall. Sengupta S. (2010), Brand Positioning, Tata McGraw-Hill Kapferer J. L. (1994), Strategic Brand Management, Free Press