Product & Brand Management

Paper Code: 
EMM 525
Credits: 
60
Contact Hours: 
4.00
Objective: 
  • To make the students aware about the role of brands, the concepts of brand equity and the advantages of creating strong brands.
  • To increase the understanding of the important issues in planning, implementing, and evaluating brand strategies.
     
12.00
Unit I: 

Introduction to Product Management, Category Attractiveness, market Competition and Competitor Analysis, Product Strategy and New Product Development.

12.00
Unit II: 

Customer and Market Potential Analysis, Managing a Product during various stages of PLC.
Product Market Analysis for different products, Emerging Panorama of the Indian Market, New Challenges for Marketers in India (Practical Studies).
 

12.00
Unit III: 

Branding & Brand Management, The concepts of Brand Equity, Creating brands in a competitive market, Brand Positioning and Brand Associations. Using Brand Elements to create Brand Equity.

12.00
Unit IV: 

Designing Marketing Programmes to build Brand Equity, Leveraging Secondary Brand Associations. Developing a Brand Equity Management System. Measuring Sources of Brand Equity and Brand Equity Measurement approaches.

12.00
Unit V: 

Growing and Sustaining Brand Equity: Designing and Implementing Branding Strategies, launching Brand Extensions Products, Managing Brands overtime and geographic boundaries, revitalization of brands

References: 

Text Books:

  1. Lehman and Winer, Product Management, Tata Mc Graw Hill, Fourth Edition.
  2. Kevin Lane Keller, Strategic Brand Management, Pearson Education, Third Edition.
  3. S. Ramesh kumar, Managing Indian Brands, Marketing Concepts & Strategies, Vikas, Latest Edition.

Suggested Readings:

  1. Ramanuj Majumdar, Product Management in India, PHI EEE, Latest Edition,
  2. Elliott Richard and Percy Larry, Strategic Brand Management, Oxford University Press (Indian Edition), Latest Edition.
  3. S. Ramesh Kumar, Consumer Behavior and branding, Pearson, Latest Edition.
  4. Harsh Verma, Brand Management, Excel, Latest Edition.
  5. Ramanuj Majmudar, Product Management in India, PHI, Latest Edition.