Product and Brand Management

Module-I

Product Management: Emerging Indian Market and Relevance of Product Management, Concept of Product Management, Role of Product Manager, Product Oriented Organisation, Product Classification, Marketing of FMCG/FMCD Product, Product Mix and Line Decision, Product Market Strategy in Competitive Environment, New Product Development and Design, Identifying PLC Stages and Designing Suitable Marketing Strategy.

Module-II

Branding: Naming a Brand, Brand Association, Brand Image, Brand Relationship, Brand Identity, Brand Identity Prism, Brand loyalty, Brand Personality, Brand Life Cycle, Brand Positioning.

Module-III

Brand Management: Stages in Brand Building, Brand Strategy, Brand Architecture, Reasons for Success and Failure of Brand, Brand Equity and Valuation, Branding Ethics, Social Media Branding, Brand Rejuvenation.