Product & Brand Management

• What leads to PBM?

• Product
• Service
• Product Levels
• Product Classification
• Product Hierarchy
• Product Mix
• Product Line Analysis (Sales & profits Method, Market Profiling Method; Line
Stretching (Types), Line filling; Modernization, Featuring, Pruning)
• Packaging
• Labeling
• Product Attributes
• Product Lifecycle (Stages & Strategies)
• New Product Development (Steps)

• Pricing Strategies (Steps in Pricing; Pricing Strategies)

Understanding customer value perceptions when setting prices (Value Based pricing,
good value pricing, value added pricing)- Principles of Mktg Mgmt (Kotler, Armstrong,
Agnihotri)

Product Mix Pricing Strategies (Product Line Pricing, Optional Product pricing, Captive
Product pricing, By-Product pricing, Product Bundle Pricing)- Principles of Mktg Mgmt
(Kotler, Armstrong, Agnihotri)

• New Products & Brand Extension – Ch 12- Keller ; Adv & Disadv – Pg 604

• Brand; Role, purpose

• Product & Brand (Difference)
• Brand Naming Decision; Brand Sponsor Decision
• Branding Strategies (Line Extension, Brand Extension, Multibranding, New
Brands; Advantages & Disadvantages of each strategy)
• Cobranding (Concept, Types, Merits, Demerits)
• Positioning (Concept, Process, Strategies)
• Brand Identity (Concept, Kapferer’s Prism, Other Dimensions)
• Brand Image (Concept & dimensions)
• Brand Personality (Concept, Brand Personality Scale)
• Brand Equity (Sources of Brand Equity- Keller; Aakers Dimensions)

Recommended Books:

1. Principles of Marketing Management (Kotler, Armstrong, Agnihotri)

2. Strategic Brand Management By Kevin Lane Keller (2nd Edition)
• Branding Challenges & Opportunities- Pg 66
• Ch 3- Positioning
• Ch 4- Choosing Brand Elements to Build Brand Equity
• Ch 7- CoBranding –Pg 388
• Ch12- Brand Extensions
• Ch 1, Ch 2, Ch 9

3. Strategic Brand Management by Kapferer (2nd Edition)

• Ch 2
• Ch 3- Brand Identity
• Ch 8- Brand Extension

4. Any other book that covers the above mentioned topics will also suffice for this
purpose.