Stages of Brand Management
- Introduction
- Elaboration
- Fortification
- Types of Brand & their stages
Functional
Symbolic
Experiential
Branding Strategy
- Definition
- Types of branding strategy
- Product Branding
- Line Branding
- Range Branding
- Umbrella Branding
- Source Double Branding
- Endorsement Branding
- Factors affecting the branding strategy
Line Extensions
Meaning & Significance
Risks in Line Extensions
Brand Extensions
Meaning
Need / Importance of Brand Extensions
Types of Brand Extensions
- Product Form of Extension
- Companion Product
- Customer Form Extension
- Company Expertise
- Brand Distinction
- Brand Image or Prestige
- Distinctive Taste, Ingredient or Component
Advantages & Disadvantages of Brand Extensions
Brand Portfolio
- Flankers
- Cash Cows
- Low-end entry level
- High-end entry level
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3. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
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