Product and Brand Management

Paper Code: 
MAM 322
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Paper has been designed such that it acquaints the students about product and brand management concepts.

12.00

Introduction
• Product(meaning)
• Product levels
• Classification of products
• Product mix and line decisions
• Product life cycle
• Product management
• New product development
• Packaging – Introduction,
• Objectives and functions of packaging

12.00

Product and Brand
• Concept and importance of brands
• Brand Perspectives - (Visual/Verbal, Positioning Value, Brand Image, Added Value, Perceptual Appeal and Brand Personality)
• Anatomy of a Brand (The Perceptual and Product Concept)

12.00

Stages of Brand Evolution
• Unbranded Goods
• Brand as Reference
• Brand as Personality
• Brand as Icon
• Brand as Company
• Brand as Policy
Value Hierarchy
• Physical
• Informational
• Spiritual

12.00

Brand Positioning:
• Concept
• 3 Cs of Positioning (Customer, Competitor and Company)
• POPs and PODs
Positioning Strategy
• Meaning
• Types of Positioning Strategies:
• Attribute Positioning
• Price/quality Positioning
• Use or Application Positioning
• User Positioning
• Product Class Positioning
• Competitive Positioning
Brand Repositioning
• Meaning and Significance
• Challenges of Repositioning
• Forms/Types

12.00

Brand Identity
• Concept
• Brand Identity Perspectives (Brand as a Product, an Organization, a Person and a Symbol)
• Brand Identity Levels (Inner and Outer Core and Brand Value Proposition)
• Kapferer’s Brand Identity Prism
Brand Awareness
• Brand Recognition(Direct and Indirect)
• Brand Recall (Aided and Unaided)
• Brand Image
• Brand’s Primary Association
Brand Association
• Simple Association Inventory
• Relative Brand Image Profile Analysis
• Attitude to The Brand Analysis(Tri-Component Attitude Model and Multi-Attribute Attitude to the Object Model)

Essential Readings: 

1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi.,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi, Second Edition.
3. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi, Twelfth Edition.
4. Majumdar Ramanuj, Product Management in India, Prentice Hall of India, New Delhi, Third Edition.

References: 

1. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
2. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
3. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House, Mumbai.
4. Namakumari and Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi., Second Edition.
5. Jain, Subash C, International Marketing Management, CBS publishers 7distirbutors New Delhi, Third Edition
6. Varshney R.L.and Bhattacharya B, International Marketing Management in Indian Perspectives Sultan Chand and Sons Publishers, New Delhi, Eighth Edition.
7. Al-Nab-Awiyya-Al-Sira, Protecting The Brands, Viva books
8. Noel Jean and Kapfere, The New Strategic Brand Management, Kogan Pages
9. Indian Journal of Marketing.
10. The ICFAI Journal of Brand Management, ICFAI University Press (Hyderabad).
11. ICFAI Journal of Management Research, ICFAI University Press (Hyderabad).
12. The Indian Journal of Commerce (ICA),Indian Commerce Association.
13. Vidura, Press Institute of India.
14. Media Mimansa, Makhanlal Chaturvedi National University of Journalism, Bhopal

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