BRAND MANAGEMENT Unit 1 Product Management- What is a Product- Product Personality, Types of Products- Product, Line, Product Mix. Unit I Product Development- What is a Product- Factors influencing design of the product- Changes affecting product management- Developing Product Strategy; Setting objectives & alternatives, Product strategy over the lifecycle, Customer analysis, Competitor analysis, Design of ‘manufacture, Unit IT New product development- Product Differentiation and Positioning strategies. Market Potential & Sales Forecasting- Forecasting target market potential and sales- Methods of estimating market and sales potential, Sales forecasting, planning for involvement in international market. Unit IV Brand Management- What is a Brand Brand Development: _Extension, Rejuvenation, Re launch- Product Vs Brands, Goods and services, Retailer and distributors, People and organization, Brand challenges and opportunities, ‘The brand eq concept, Identity and image. Unit V Brand Leveraging & © Brand Performance- Establishing a brand —_ equity management system, measuring sources of brand equity and consumer mindset, Co-branding, celebrity endorsement. Brand Positioning & Brand Building- Brand knowledge, Brand portfolios and market segmentation- Steps of brand building, Identifying and establishing brand positioning, Defining and establishing brand values. Designing & Sustaining Branding Strategies- Brand hierarchy, Branding strategy, Brand extension and brand ~—transfer- ~~ Managing brand over _— time. Recommended Books: Product management —Text and cases, Chandrasekar Himalaya Publishers Brand management insights- Chandrasekar and Sasikumar, Himalaya Publishers Brand Positioning Strategies for Competitive Advantage Subrato Sengupta ‘The New Strategic Brand Management- Kapfere, Jean-Noel Brand Management Perspectives and Practices- Das, Naveen Total Brand Management: An Introduction- Chaturvedi, B.M eyseNe