Product & Brand Management (Functional Electives Marketing 1)

Paper Code: 
MBM-421
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To present a contemporary view of the role of Product and Brand management.
  • To equip the students with the various dimensions of product management such as new product development, product life cycle, and product-line decisions.
  • To explore the various issues related to Brand Management and to enhance the understanding and appreciation of this important intangible strategic asset.
  • To develop a critical understanding of the processes involved in building and managing brands.
8.00
Unit I: 
Product Management & Product Offering Decisions

Marketing Mix and Product Strategy – Integrated Approach, Levels of a Product, Product-Mix Decisions New Product Development.

8.00
Unit II: 
Brands & Brand Management

Concept of a brand, Brand Elements, Advantages of Branding, Strategic Brand Management Process, Brand Identity and Brand Personality.

8.00
Unit III: 
Establishing Brand Positioning & Brand Equity

Brand Positioning, Brand Equity – Definition and Significance, Customer Based Brand Equity.

8.00
Unit IV: 
Measuring & Interpreting Brand Performance

Measuring Sources of Brand Equity, Managing Financial Evaluation and accounting for Brands.

8.00
Unit V: 
Growing and Sustaining Brand Equity

Brand Extension Decisions, Managing Brand Decline & Revitalisation, Managing Brands over Geographic Boundaries.

Essential Readings: 
  • Lehmann: Product Management; Tata McGraw Hill International.
  • Kevin Lane Keller: Strategic Brand Management (4th Ed.); Kogan Page, 2008.
  • Kirti Dutta: Brand Management- Principles and Practices, 1/e, 2012.
References: 
  1. Moore William L., Pessemier: Product Planning & Management, McGraw Hill International.
  2. Wheelwright, Steven C and Clark, Kim b: Revolutionizing Product Development: Quantum Leaps in speed efficiency and quality, New York, Free press.
  3. Tycott, Paul: Innovation Management and New Product Development, Pitman, London.
  4. Kapferer, Jean Noel: The New Strategic Brand management, Kogan Page.
  5. David A.Aaker: Building Strong Brands; The Free Press.
  6. Harsh V Verma, Brand Management: Text and Cases,  Excel Books.
  7. David A. Aaaker: Brand Portfolio Strategy, Free Press.
  8. S.A. Chunawalla, Brand Management, Himalaya Publishing House.
  9. M. G. Parameswaran: Building Brand Value, Tata McGraw-Hill.
  10. Subroto Sengupta: Brand Positioning, Tata-McGraw-Hill.
  11. S. Ramesh Kumar: Managing Indian Brands, Vikas Publishing House.
  12. Subroto Sengupta, Brand Positioning, Tata McGraw-Hill.
  13. Ulrich, Product Design and Development, Tata Mcgraw-Hill.