Dire Dawa University

School of Graduate Studies

Department of Marketing Management

Course Title: Product Development and Brand Management

Course Code: MAMM1042
Credit Hours: 2
Target Group: Marketing Management MA Students
Instructor: Lamesgin A. (Asst. Prof)
Instructor’s email: lamesinayle@gmail.com

Course Objectives
Upon completion of this course, students will be able to:
 Understand the scope of new product
 Comprehend the processes of new product development
 Recognize the importance of branding and brand positioning
 Specify the steps in brand development
 Identify and evaluating brand development
 Identify and evaluating branding alternatives
 Evaluate the necessity of developing new brands vs brand extensions
 Identify positioning frames of reference and guidelines

Chapter One – The nature of new product

The concept of product and new product
New product characteristics and consumer adoption
Types of new product
Marketing strategies for different new product

Chapter Two – New product planning and product development

New product planning
Reasons for developing new product
New product development process
Factors for new product success and failure
Chapter Three – Concept of branding and launching a new brand
Meaning of brand and brand elements
Evolution of branding
Brand and product relationship
Objectives of branding and values of a strong brand
Brand development
The stages of brand development
Criteria for choosing brand elements

Chapter Four – Brand Architecture

Branding strategies – brand portfolio
Generic naming
Corporate branding
Multi-branding
The role of brands in brand portfolio

Chapter Five – Introducing and naming new product and brand extension
A decision to name a new product
Brand extension as a growth strategy
When to extend brands
Category extension
Line extension

Chapter Six – Brand positioning values

Defining and establishing brand values
Identifying and establishing brand positioning
Frames of reference for brand positioning
Brand positioning guidelines
Brand revitalization

Chapter Seven – Customer based brand equity

What is brand equity?
Customer based brand equity
Brand resonance pyramid
Brand identity vs brand image