Product Policy and Brand management

Module 1: 

Introduction to product management, Corporate strategy and product planning, Product levels, Product classification, Product differentiation, Product hierarchy, Product mix, Product line decisions, Developing product strategy, Planned Obsolescence, Product life cycle and marketing strategies, Utility and critique of product life cycle concept. New product development, Idea generation, Screening, Design process, Market testing, Accelerated Life Testing, Warranty, Commercialization aspects.

Module 2: 

Introduction to brand management, Branding concepts, Strategies to manage brands, Branding challenges and opportunities, Strategic brand management process, Brand equity concept, Customer based brand equity, Sources of brand equity, Brand equity models, Brand positioning, Brand identity, Building brands, Creating customer value

Module 3: 

Choosing brand elements to build brand equity, Options and tactics for brand elements; Marketing programs to build brand equity, Product strategy, Pricing strategy, Channel strategy; Marketing communication to build brand equity. Brand value chain, Brand tracking studies; Measuring sources of brand equity, Brand audit, Brand architecture, Brand hierarchy, Brand extensions, Co-branding, Corporate branding, Brand personality, Brand management tools, Contemporary issues in managing brands.

1.     Chitale, A. K., & Gupta, R. (2020). Product Policy and Brand Management: Text and Cases. PHI Learning Pvt. Ltd..

2.     Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers..

3.     Keller, K. L., Parameswaran, M. G., & Jacob, I. (2010). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.