Product and Brand Management

Paper Code: 
ABM 202
Credits: 
3
Contact Hours: 
45.00
8.00
Unit I: 
Product Management & Product Offering Decisions

Marketing Mix and Product Strategy – Integrated Approach, Levels of a Product, Product-Mix Decisions, Product-line strategies, Packaging and Labeling Decisions.

9.00
Unit II: 
New Product Development Process

Introduction
Characteristics of a successful product development
Challenges in new product development
New Product Development Process
Managing Product Life cycle

9.00
Unit III: 
Brand Image and Personality

Introduction –Brand Image, Role of Various factors in brand building.
Benefits of Brand Personality, Elements of Brand Personality
Dimensions of Brand Personality

9.00
Unit IV: 
Digital Branding I

Introduction, Emergence of virtual organization Internet, E-Commerce, and Mobile Commerce.
Building online brands, Building digital Brand experiences
Challenges of digital branding
Web Branding-Naming online brands, online brand Management

10.00
Unit V: 
Digital Branding II

Brand positioning in Digital world, critical success factors for digital branding.
Challenges for managing digital brands, digital branding strategies, and value promises for digital brands.

Essential Readings: 

• Marketing and Branding: Indian Scenario, Kumar, Ramesh S., Pearson, 2007
• Strategic brand management, Keller, Kevin Larie, Prentice Hall of India, 2003
• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
• Brand Management; Harsh V Verma, 2nd, Excel Books, 2006
• Dutta Kirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalyan
Publishing Houser, Edition 2012.
• Kotler Philip, Marketing Management, Pearson 2014, New Delhi

Academic Year: 
2019-2020
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