Product and Brand Management

Product and Brand Management (PBM)

Unit-1

Introduction: Introduction to Product Management, Role of a Product Manager. Competition & Product Strategy: Life Cycle Analysis, Managing Competition – Product Strategy is Central, Forces Model & Strategy Options). Extended Product Life Cycle: Concept, Seven Stages of PLC, Managerial Implications of PLC, Criticism of PLC, Operationalsing the PLC, Product Portfolio: Concept, Factors Influencing Product Portfolio, Shell’s Directional Policy Matrix. New Product Development: Brief Overview of NPD Process, Usefulness of the Process Models, Factors Affecting the Success and Failure of New Product Development.

Unit-2:

New Product Strategy: The Need for Product Innovation Strategy, The Components of New Product Strategy. Commercialisation: 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. Managing Product Elimination: Importance of Product Deletion & the Reasons for Neglect, Product Deletion Process (Briefly) Triggers in Product Deletion.

Unit-3:

Branding & Brand Management: What Is a Brand? Why Do Brands Matter? Can Anything Be Branded? Branding Challenges and Opportunities. The Brand Equity Concept, Strategic Brand Management Process. Customer-Based Brand Equity and Brand Positioning: Customer-Based Brand Equity (Sources of Brand Equity & Building Strong Brand), Identifying and Establishing Brand Positioning, Positioning Guidelines, Defining a Brand Mantra. Choosing Brand Elements to Build Brand Equity: Criteria for Choosing Brand Elements, Options and Tactics for Brand Elements. Leveraging Secondary Brand Associations to Build Brand Equity: Conceptualising the Leveraging Process, Sources of Secondary Brand Associations.

Unit-4:

Measuring and Interpreting Brand Performance Developing a Brand Equity Measurement and Management System: The Brand Value Chain, Designing Brand Tracking Studies, Establishing a Brand Equity Management System. Measuring Sources of Brand Equity: Capturing Customer Mind-Set: Overview, Qualitative Research Techniques, Quantitative Research Techniques, Comprehensive Models of Consumer-Based Brand Equity. Designing and Implementing Branding Strategies: Brand Architecture & Brand Hierarchy, Designing Branding Strategies, Using Cause Marketing to Build Brand Equity, Brand Extension (Advantages & Disadvantages, How Consumers Evaluate Brand Extensions). Managing Brands Over Time: Reinforcing Brands, Revitalising Brands. Managing Brands Over Geographic Boundaries: Global Brand Strategies.