Product & Brand Management

Syllabus

(17E00305) PRODUCT AND BRAND MANAGEMENT

Unit I

Product Decisions: Product Concepts – Product Classification – Consumer Goods and Industrial Goods Classification – Product Line and Product Mix – Product Characteristics – Responsibility of Product Manager – Types of Product Strategies

Unit I

Product Management: Product Differentiation – Product Strategies – Stages in the New Product Development – Product Positioning Strategies – Packaging Management

Unit I

Branding Decisions: Essentials of Good Brand Name – Types of Brands – Advantages of Branding – Brand Loyalty – Brand Valuation Methods – Brand Revitalization

Unit I

Creating and Managing Brand Equity: Advantages of Brand Equity – Brand Building Strategies – Brand Extension – New Brand Failures

Unit I

Branding in Different Sectors: Branding in Industrial sector, Retail Sector, Service sector, Banking Sector and Insurance Sector.