Noida Institute of Engineering and Technology, Greater Noida

PRODUCT AND BRAND MANAGEMENT

AMBA MK0312

Unit: 3

Product and Brand Mgmt

Ms.Priyanka Malhotra
Asst Prof.
MBA 2nd Year (3RD Sem) Dept of MBA

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 Index
S.No Topics
1. Name of Subject with code, Course and Subject Teacher

2.
Brief Introduction of Faculty member with Photograph
3. Evaluation Scheme
4. Syllabus
5. Content
6. Unit Objective(s)
7. Course Outcome(s)
8. CO-PO & PSO Mapping
9. Requisite & Recap

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 Index
S. No. Topics
10. Objectives of Topic/Session
11. Topic Mapping with course outcomes
12. Lecture
13. Video Links
14. Daily Quiz
15. MCQs
16. Assignment
17. Old Question Papers
18. Summary
19. References
20.
Result Analysis (Department Result, Subject Result and Individual Faculty Result)

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 Noida Institute of Engineering and Technology, Greater Noida

Ms. Priyanka Malhotra

Assistant Professor
Department: Management Studies
Email ID: priyankamalhotra@niet.co.in
Qualification: BBA, MBA, UGC NET, Ph.D (submitted)
Specialisation: HRM & OB
Total Teaching Experience: 14 years
Teaching Area: HR and Marketing

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 Noida Institute of Engineering and Technology, Greater Noida

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 Syllabus
UNIT-I
• Introduction to Product Management 08 Hours
Introduction to Product & Product Related Concepts: Product Management & Scope, Define Product,
Classification of Product, Product Levels, Product Hierarchy.
Product Life Cycle: Product Life Cycle Stages and corresponding Strategies and Product Evaluation.
Product Portfolio: Concept, Factors influencing Product Portfolio, The BCG Growth Matrix, Shell’s
Directional Policy Matrix
UNIT -2
• New Product Strategy 08 Hours
New Products: New Product Categories, Organization for Product Management, prototyping, New
Product Development Process, test marketing.
New product strategy: The need for Product Innovation Strategy, the components of new Product
Strategy Commercialization: Test Marketing, Time to Market, Breaking into the Market, Managing Growth,
Resistance to Change, Leveraging new Product Growth, Sustaining Differentiation
Managing the mature Product: Offensive Strategies, Extending the product life cycle, Customer
Relationship Management.
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 Syllabus
UNIT-3
• Introduction to Brand Management and Brand Equity 08 Hours
Branding Basics: Brand, branding and significance of branding, Branding challenges and
opportunities, Brand equity concept, Strategic brand management process, Identifying and
establishing brand positioning, Planning and implementing brand marketing programs,
Measuring and interpreting brand performance, growing and sustaining brand equity.
Brand Equity concept and Brand Equity Models: Brand Asset Valuation, Aaker Model,
Brand Resonance.
UNIT-4
• Brand Positioning and Brand Marketing Programs 08 Hours
Brand knowledge, Customer-based Brand equity Sources of brand equity - Brand
Awareness, Brand Image, The Four steps of brand building, Creating customer value
Identifying and establishing brand positioning, Positioning guidelines.
Planning and Implementing Brand Marketing Programs: Choosing brand elements to build
brand equity, Options and tactics for Brand, Integrating marketing communication to build
brand equity, Conceptualizing the leveraging process, Co- branding, Celebrity Endorsement.
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 Syllabus

• UNIT-5
Measuring, Growing and Sustaining Brand Equity 08 Hours
The brand value chain, Designing brand tracking studies, Capturing customer mind set
through quantitative research techniques.
Brand architecture, Brand hierarchy, Designing brand strategy, Brand extensions-
advantage and disadvantage- Reinforcing brands, Revitalizing brands, Brand Failures.

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 Course Outcome

CO1 :Students will develop an understanding of Product and brand management

CO2 :Students will develop an understanding of competition at Product Level and Brand
level

CO3 :Students will acquire the skill to Brand management and Brand equity.

CO4 :To enable learners to understand basics of brand equity, insights into the conceptual
framework for Strategic Brand Management.

CO5 :Understand the various aspects of Product Management and Product Strategy,
strategic significance of Product and Brand Management in business.

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 Programme Objectives(Pos)

PO1: Knowledge of Management theories and practices

PO2: Analytical & Critical thinking abilities

PO3: Value based leadership

PO4: Understand, analyze and communicate all aspects of business

PO5: Achievement of Organizational goals

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 CO-PO Mapping

Mapping of course Outcomes and program Outcomes

S No CO/PO PO1 PO2 PO3 PO4 PO5 PO6

1 CO1 1 3 3 3
2 CO2 1 3 2 2 3 3
3 CO3 2 2 1 3
4 CO4 1 3 2
5 CO 5 2 2 2

High =3 ,Medium =2 ,Low =1

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 Program Educational Outcomes

PEO1: Conceptual Knowledge to adapt in rapidly changing environment and learn new skills and
demonstrate application of management principles in professional work setting.

PEO2: Apply appropriate tools for decision making for solving complex managerial problems in
local or global context

PEO3: Exhibit Integrity, social responsibility and teamwork

PEO4: Exhibit ethics, communication skills, leadership qualities and entrepreneurial mindset

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 Result Analysis (Department Result, Subject Result and Individual
Faculty Result)

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 Objective

• The objective of this Unit is to help students understand the concept

of Brand, branding and brand equity and the theoretical as well as
practical aspects related to them.

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 Definition of a Brand

A brand is a name, term, design, symbol or any other feature that identifies
one seller's good or service as distinct from those of other sellers. Brands are
used in business, marketing, and advertising for recognition and, importantly,
to create and store value as brand equity for the object identified, to the
benefit of the brand's customers, its owners and shareholders.
It is the personality that identifies a product, service or company (name, term,
sign, symbol, or design, or combination of them) and how it relates to key
constituencies: customers, staff, partners, investors etc.

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 Features of a Good Brand Name

A good brand name should have following characteristics:

1. It should be unique / distinctive (for instance- Kodak, Mustang)

2. It should be extendable.
3. It should be easy to pronounce, identified and memorized. (For instance-Tide)
4. It should give an idea about product’s qualities and benefits (For instance- Swift, Quickfix, Lipguard).
5. It should be easily convertible into foreign languages.
6. It should be capable of legal protection and registration.
7. It should suggest product/service category (For instance Newsweek).
8. It should indicate concrete qualities (For instance Firebird).
9. It should not portray bad/wrong meanings in other categories. (For instance NOVA is a poor name for a
car to be sold in Spanish country, because in Spanish it means “doesn’t go”).

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 Branding

Branding is the process of giving a meaning to specific organization,

company, products or services by creating and shaping a brand in
consumers’ minds. It is a strategy designed by organizations to help
people to quickly identify and experience their brand, and give them a
reason to choose their products over the competition’s, by clarifying
what this particular brand is and is not.

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 Significance of Branding

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 Branding Challenges and Opportunities

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 Strategic Brand Management
Strategic brand management is the process of building, measuring, and managing brand
equity, brand recognition, and presence to boost revenue and accomplish long-term business
objectives. Strategic Brand Management Process:

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 Strategic Brand Management Process

Eg.: Tesla
In the initial years of Tesla, it fails to meet its production target and fails to grab the attention of the
consumers. It was criticized for its electric vehicle. But with the efforts of the founder of Tesla, it
started performing well in the market.
The brand strategy of Tesla heavily relied upon providing the best customer experience. This brand
focuses on its brand reputation, and even its founder was responding to the tweets of the
consumers. This is how it made a good brand reputation and manages the brand strategically.

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 Daily Quiz

• A _______ is a name, term, design, symbol or any other feature that identifies
one seller's good or service as distinct from those of other sellers.
• _________ is the process of giving a meaning to specific organization, company,
products or services by creating and shaping a brand in consumers’ minds.
• Brands are considered as symbols of ______and social significance give ______
satisfaction to the consumers.
• Give two challenges faced in branding products.
• _________is the process of building, measuring, and managing brand
equity, brand recognition, and presence to boost revenue and accomplish long-
term business objectives.

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 Importance of Strategic Brand Management

1.Improvement in customer retention and establishing customer loyalty

2.Better engagement of employees in achieving the company’s objective
3.Employees feel more close to the company
4.Brand perception gets improved, and selling power strengthens up
5.Allows the company to have an impactful marketing communication.
6.A company gets less vulnerable to the drastic changes in the industry market
7.Increase customer responses and trade cooperation
8.It promotes licensing opportunities.

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 Identifying & establishing Strategic Brand Management

1) Identify the current standing of the brand (if existing product)

2) Identify the direct competition
3) Understand the standing of the competitor brands
4) Identify the uniqueness of the company
5) Develop the unique selling propositions
6) Formulate the messaging statements

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 Planning and implementing brand marketing programs

Once the positioning strategy is set, the next step involves the brand manager to actually
plan and implement strategies to position the brand as planned. It further involves three
steps –
• Choosing the brand elements brand name, logo, symbols, characters, packing,
and tagline. These are usually the first things customers will come across before actually
trying the product.
• Choosing the marketing activities and supporting marketing programs and the way the
brand is integrated into them
• Leveraging secondary associations like the country of origin, the channel of distribution,
etc. These are usually other entities that have their own associations. They result in
lending their own associations to add to the planned positioning.

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 Measuring and interpreting brand performance

The next step involves designing and implementing a brand equity measurement
system which helps the brand managers measure and manage brand profitability. A
brand equity measurement system is a set of research procedure designed to provide
timely, accurate and actionable information about the concerned brand to the brand
managers so they can make best possible tactical and strategical decisions to benefit
the brand in the short as well as the long run.
•Conducting Brand Audits: A brand audit is a comprehensive examination of the
brand’s current position in the market with respect to its competitors. It involves
assessing the strengths and weaknesses of the brands and providing suggestions on
how to strengthen it.
•Designing Brand Tracking: Brand tracking involves the collection of brand-related
information directly from the consumers on a routine basis over time, to measure the
present health of a brand, both in terms of consumers’ usage of it and what they think
about it.
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 Measuring and interpreting brand performance

•Establishing A Brand Equity Management System: It is a set of organizational

processes designed to improve how the brand equity concept is understood within
the company. This framework identifies sources and outcomes of brand equity and
permits tactical guidelines as to how to build, measure, and manage brand equity.

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 Daily Quiz

• Strategic Brand Management helps in _________& __________.

• Highlight the steps in Identifying & establishing Strategic Brand
Management.
• ___________ & ___________ are secondary associations which if
leveraged can help in implementing brand marketing programs.
• A __________is a comprehensive examination of the brand’s current
position in the market with respect to its competitors.
• ____________is a set of organizational processes designed to
improve how the brand equity concept is understood within the
company.

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 Brand equity

Brand equity refers to a value premium that a company generates from a product with a recognizable
name when compared to a generic equivalent. A clear brand identity when reinforced over a period of
time in the customer’s mind to develop a high level of customer franchisee, leads to creation of brand
equity. When a company has positive brand equity, customers willingly pay a high price for its products,
even though they could get the same thing from a competitor for less.
The brand equity can be determined by measuring:
i. The price premium that the brand charges over unbranded products
ii. The additional volume of sales generated by the brand as compared to other brands in the same
category and/or segment.
iii. The share prices that the company commands in the market (particularly if the brand name is the
same as the corporate name, or customers can easily associate the performance of all the individual
brands of the company with the financial performance of the corporate)
iv. Returns to shareholders
v. The image of the brand on various parameters that are deemed important
vi. The future earnings potential of the brand.
vii. Or a combination of the above methods.
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 Brand equity

Brand awareness: Awareness essentially means that customers know about the
existence of the brand and can also recall what category the brand is in.
Brand associations: Anything that is connected to the customer’s memory about
the brand is an association like quality perceptions, their interactions with
employees and the organization, advertisements of the brand, price points at
which the brand is sold, product categories that the brand is in, product displays in
retail stores, publicity in various media, offerings of competitors, celebrity
associations etc.
Perceived quality: It is the perception of the customer about the overall quality of
a brand.
Brand loyalty: A customer is brand loyal when he purchases one brand from
among a set of alternatives consistently over a period of time.
Preference – When the consumer has a good experience with the brand, it
becomes the preferred choice.
Experience– Now that they recognize the brand and know what it is or stands for,
they try it.
Other proprietary brand assets: Proprietary assets include patents, trademarks
and channel relationships.

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 Importance of Brand Equity
Increases Market Share: Good brand equity results in loyal customers who prefer
one brand over the other and increases its market share.
Price Premium: Positive brand equity can charge more for its product than the
actual market price.
Asset: Brand equity is an intangible asset of an organization and like any other
asset; this too can be licensed, leased or sold to others.
Extension of Product Line: Positive brand equity makes it easier to introduce
new product lines. For example, Apple started with Mac operating systems and
easily converted its equity with iPhones.
Information processing: It helps customers in interpreting, processing, and
storing information about products and brands. It simplifies this process.
Customer confidence: A brand’s assets enhance customer confidence in the
purchase decision.
Customer satisfaction: The final value to the customer comes in the form of
usage satisfaction.
Marketing programmes: The effectiveness and efficiency of marketing
programmes are increased by brand equity assets.
Customer Loyalty: Brand equity dimensions allow a firm to have greater
customer loyalty. The customers can exhibit preference and commitment to a
brand only.
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 Daily Quiz

• _________ refers to a value premium that a company generates from

a product with a recognizable name when compared to a generic
equivalent.
• A clear ________when reinforced over a period of time in the
customer’s mind leads to creation of brand equity.
• Anything that is connected to the customer’s memory about the
brand is an association like quality perceptions is called ___________.
• A customer is ________when he purchases one brand from among a
set of alternatives consistently over a period of time.

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 Growing and sustaining brand equity

Once the brand equity is built, the next step involves maintaining and expanding it to make
sure that the brand continues to grow. This involves –
Defining brand architecture: It includes defining general guidelines about the branding
strategy and answers the what, why, where, who, and how about the brand structure and
brand elements. It is made up of a brand portfolio – listing all the brands a company has to
offer, and a brand hierarchy – listing the number and nature of common and distinctive
brand elements across the company’s products.
Managing brand equity over time: It involves taking marketing decisions with a long-term
perspective of how such decisions will affect brand equity in the long run. It also involves
managing the brand within the context of other brands as well as multiple categories, over
time, and across multiple market segments
Brand reinforcement and revitalisation: It is all about making tactical decisions which make
sure that the customers have the desired knowledge structures so that the brands continue
having its necessary sources of brand equity.
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 Growing and sustaining brand equity

Brand sustainability is about perpetuating long-term differentiation and strong brand

recognition. This can be achieved through sustainable competitive advantage, which means
having unique abilities, attributes and company assets that are difficult to be reproduced or
exceeded by another company.

Through building and strengthening your brand and the business, you are protecting and
sustaining your brand equity. This can be done through :

Quality Credibility
Internal Marketing Positioning
Long-term Perspective Well-blended communications
Brand Building Repositioning

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 Brand Equity Models

THE 3 BRAND EQUITY MODELS ARE :

1. AAKER Model
2. Brand Asset Valuation
3. Keller’s Brand Equity or Brand resonance Model

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 Aaker Model

David Aaker has defined brand equity in his Aaker Model. He defines brand equity as a group of assets and
liabilities that can be directly associated with the brand and that which adds value to the product. For
Aaker, brand management starts with developing a brand identity, which is a unique set of brand associations
representing what the brand stands for and offers to customers an aspiring brand image.
Aaker model consists of 5 components:
Brand Loyalty
This explains the level of loyalty that a customer shows towards a brand
Brand Awareness
This is the extent to which the brand is popular in the market
Perceived Quality
The image of a product and its quality in the eyes of the customers
Brand Associations
The level of recognition that a brand has in its product category
Proprietary Assets
The number of patents, intellectual property rights, trademarks, etc. that a brand owns.
These components of the Aaker model help to influence the customer’s choice. A customer will be willing to
associate with a brand that offers higher quality and satisfaction.
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 Brand Equity Models

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 Daily Quiz

• ____________ includes defining general guidelines about the branding

strategy and answers the what, why, where, who, and how about the
brand structure and brand elements.
• Brand reinforcement and revitalisation help in _________ the brand equity.
• ___________ is about perpetuating long-term differentiation and strong
brand recognition.
• _________defines brand equity as a group of assets and liabilities that can
be directly associated with the brand and that which adds value to the
product.
• The level of recognition that a brand has in its product category is called
________.
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 Brand Equity Models

2. KELLER'S BRAND EQUITY MODEL

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 Keller’s Brand Equity Models

Keller’s Brand equity model is also known as the CBBE model which stands for Customer based brand equity. The CBBE
model or the Brand equity pyramid is actually a pyramid which tells us how to build brand equity by understanding your
customers and implementing strategies accordingly. If there is a connection between the brand and the consumer, it
results in positive brand equity & has a better chance of acquiring and sustaining customers, thereby giving a huge
advantage to the companies and products which are considered as “brands”.
By using the Brand equity pyramid or the CBBE model, brands know which strategies to implement and how to give the
right experiences to their audience so that they create the WOW factor.
THE KELLER MODEL HAS 4 LEVELS :
1. SALIENCE
This level of the pyramid deals with establishing the identity of the brand. Keller suggests a single building block for this
phase and terms it brand salience. To attain this level Keller suggests brand awareness , knowing the customers-their
needs , wants, segmentation , USP of the brand.
2. PERFORMANCE AND IMAGERY
The second layer of the pyramid deals with giving meaning to the brand and here Keller presents two building
blocks: brand performance and brand imagery.
Brand performance is the way the product or service attempts to meet the consumer’s functional needs. Brand
performance also has a major influence on how consumers experience a brand as well as what the brand owner and
others say about the brand.

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 Keller’s Brand Equity Models
3. JUDGEMENT AND FEELING
Judgments about a brand emerge from a consumer pulling together different performance and imagery associations. These
judgments combine into a consumer’s opinion of a brand and whilst there are multiple judgments that an individual can
make.
Judgments can be made about :

1.Quality : Actual and perceived ,

2.Creditability : The extent to which the brand is perceived as having expertise, being trustworthy and likable .
3.Consideration :Brand must be unique, relevant to the consumer so that they are likely to purchase or use it.
4.Superiority : Specialisation in brand.
Brand must have positive feelings : Warmth , Excitement , Security , Social approval and self respect.

4. RESONANCE
•Resonance is characterized by the intensity of the psychological bond that customers have with the brand and their level of
engagement with the brand.
•The challenge for the brand manager and strategist is to develop the bond and increase the number of interactions (repeat
purchases of a product or service) through the development of marketing programmes that fully satisfy all the customers’
needs, provides them with a sense of community built around the brand and even empowers them to act as brand
champions.
•To attain this final level a brand needs :behavioural loyalty, attitudinal attachment , sense of community, active
engagement.
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 BRAND ASSET VALUATOR EQUITY MODEL OR BAV MODEL

3. BRAND ASSET VALUATOR EQUITY MODEL OR BAV MODEL

DIFFERENTIATION ESTEEM
+ +
RELEVANCE KNOWLEDGE
= =
BRAND STRENGTH ------------ BRAND STATURE

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 BRAND ASSET VALUATOR EQUITY MODEL OR BAV MODEL

Brand Asset Valuator has 4 pillars

1. Differentiation
BAV’s Differentiation Pillar examines a brand’s unique meaning, dynamism and energy—what it is
that enables it to stand out and capture the attention of consumers. This pillar most relates to brand
pricing power, loyalty and cultural currency.
2. Relevance
BAV’s Relevance Pillar measures the connection brands have to people - how meaningful and
relevant they are in the lives of consumers. It is cost-of-entry to brand consideration and market
penetration.
3. Esteem
BAV’s Esteem Pillar captures how a brand lives up to its promise—how highly consumers respect
and regard it. Brands held in high esteem are more likely to see repeat usage from consumers.
4. Knowledge
BAV’s Knowledge Pillar measures the depth of understanding consumers have for a brand and is the
culmination of the brand-building process.

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 BRAND ASSET VALUATOR EQUITY MODEL OR BAV MODEL

THE POWER GRID : BAV MODEL

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 BRAND ASSET VALUATOR EQUITY MODEL OR BAV MODEL

1)Quadrant 1, brand is in the quadrant as a new brand and has newly entered the market or is an old stagnant
brand with no clear focus. Brand in the quadrant 1 has brand stature and brand strength which get lower. The
quadrant is divided into 2 parts a) brand which is not focused tends to be stagnant b) new brand which is better to
be marked by the less differentiation, relevance, esteem and knowledge. That can improved to move brand into 2nd
quadrant
2) Quadrant 2, here the company hasn’t yet to be able to realize the maximum potential from the company brand
or the brand plays in market niche. In the quadrant is marked with the brand strength in the form of differentiation
and some brand attribute which is relevant with the consumer needs but the lower brand stature is low, however,
the brand revenue into this quadrant is although low but having the potential to develop in the next.
3) Quadrant 3, here brand has the high income and also has the potential of high growth in the future. However, in
the quadrant 3 is divided into 2 diagonally parts, those are the leader and there is decreasing brand leader. The
decreasing leader in this brand results in the high sale marked by the high esteem and knowledge as the result of
building the past successful brand but currently is in a position of low differentiation and relevance which has the
meaning that the company need to do some research-based innovation to stay relevant.
4) Quadrant 4, The last quadrant spells “Danger” for the brand, an indicator of eroding potential. These brands in
this quadrant have failed to maintain their Relevance. If unattended, their Stature will also begin to fall. Unless steps
are taken to stimulate the differentiation and relevance, these brands will lose Esteem and could ultimately fade
from consumers’ consciousness
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 Daily Quiz

• Keller’s Brand equity model is also known as the ____________.

• The Keller model has 4 components namely ________, ________,
________ and _________.
• _________________ is characterized by the intensity of the
psychological bond that customers have with the brand and their level
of engagement with the brand.
• Brands held in high _______ are more likely to see repeat usage from
consumers.

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 Assignment

This case is about the branding strategy that global toy manufacturing company LEGO Group adopted to restore its brand image and

expand its outreach among consumers across the world. As a distinct player, LEGO followed a brand strategy which was disruptive,

innovative, market-changing, and category-killing. Started with the vision of ‘Inventing the future of play,’ LEGO catered to the

growing demands of its consumers through timely product expansion and diversification. However, it failed to address its core

customers and neglected its core business in the wake of a mindless brand expansion strategy that resulted in losses to the

company and deterioration in its brand reputation for some time. To revive the company and rejuvenate its brand, LEGO

appointed Jorgen Vig Knudstorp as its CEO. Knudstorp undertook a rebranding plan that focused on “establishing operational and

financial control as well as stability.” The rebranding strategy enabled LEGO to reach the milestone of mainstreaming sustainability

with its core business that focused on its core product, the LEGO bricks. Going forward, LEGO faced the challenge of protecting its

original brand and creating toys that lived up to the expectation of the rapidly growing digital world.

1. Study and analyze how LEGO became a powerful brand.

2. Understand the challenges faced by LEGO going forward and explore the ways in which it can overcome the challenges

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 Glossary
Q. 1. Attempt all the parts: please pick the correct option from Glossary
(i) Brand equity (ii) Brand attributes (iii) brand strategy (iv) Branding
• The process of discovering and communicating the overall image of your firm is called ……………………
• ……………. are the functional and emotional associations which are assigned to a brand by its customers and
prospects.
• The value of a brand’s financial and non-financial assets measured by its quality of public awareness and influence
is called ……………………………………...
• The long-term strategy that guides a business in the development of a brand and its implementation in every
aspect of marketing and operations is called as a ……………………………………..
Q. 2. Attempt all the parts: please pick the correct option from Glossary
(i) Qualitative Research (ii) Repositioning (iii) Brand architecture (iv) Rebranding

• ………………. is the relative structure of an organization’s brands.

• The act of updating or revising a brand is called ……………….
• Research conducted through interviews, focus groups and other forms of observation is called……………………
• ……………………. is a method of enacting changes to a product’s positioning to enhance its value in the mind of
customers or change its potential market.
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 Glossary

Q. 3. Attempt all the parts: please pick the correct option from Glossary
(i) Brand audit (ii) Brand equity (iii) Growing (iv) Brand tracking
• …………………… and sustaining brand equity is one of the steps of the brand management process.
• A comprehensive examination of the brand’s current position in the market with respect to its competitors is called
…………………
• …………………….. involves the collection of brand-related information directly from the consumers on a routine basis
over time.
• ……………….. refers to a value premium that a company generates from a product with a recognizable name when
compared to a generic equivalent.
Q. 4. Attempt all the parts: please pick the correct option from Glossary
(i) brand loyal (ii) Preference (iii) Brand Awareness (iv) Brand associations
• ……………….. essentially means that customers know about the existence of the brand and can also recall what
category the brand is in.
• …………………. are anything that is connected to the customer’s memory about the brand is an association.
• A customer is …………. when he purchases one brand from among a set of alternatives consistently over a period of
time.
• When the consumer has a good experience with the brand, it becomes a …………………..
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 MCQs

1. Brand assets include:

• The name of the brand
• Reputation, relevance, and loyalty
• Less quality complaints
• All of the given options
2. _________ defines what the the brand thinks about the consumer, as per
the consumer
• Brand attitude
• Brand positioning
• Brand relationship
• Brand image
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 MCQs

3. ______ includes two aspects of a brand – its associations and its personality.
• a. Brand attitude
• b. Brand positioning
• c. Brand relationship
• d. Brand image
• View Answer
4. ______ includes all that is linked up in memory about the brand. It could be
specific to attributes, features, benefits or looks of the brand.
• a. Brand attitude
• b. Brand Associations
• c. Brand relationship
• d. Brand image
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 Faculty Video Links, You tube & NPTEL Video Links and Online Courses Details

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 University paper Links

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 Expected questions for University Exams
1. Define a brand.
2. Discuss the characteristics of a good brand.
3. Give the meaning of branding.
4. Differentiate between brand and branding.
5. Discuss the various challenges and opportunities in branding.
6. Explain the strategic brand management process.
7. Discuss the concept of brand equity and highlight its importance.
8. Discuss Aaker’s Model of brand equity.
9. Explain the Brand Asset Valuator Model of brand equity.
10. Discuss Keller’s Brand Equity Model.

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 References

Kotler , P. , Marketing Management, Prentice Hall , 2003( 11th edn )

Michael Baker, Susan Hart Product Strategy and Management,, Pearson Education, Second Edition.
Kevin Lane Keller, M.G. Rameswaram and Isaac Jacob, Strategic Brand Management, Pearson
Education, Third Edition.
Donald R. Lehmann and Russell S. Winer, Product Management, TMH, Fourth Edition
Paul Trott, Innovation Management and New Product Development,Pearson, Fourth Edition
Brand Management, , H. V. Verma, 2004, New Delhi: Excel Books

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