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
1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi.
3. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
1. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
2. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House, Mumbai.
3. Batra, Rajeev, Myres, John G. & Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi.
4. Mishra M.N., Sales Promotion & Advertising Management, Himalaya Publishing House, Mumbai.
5. Namakumari & Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
6. Jain, Subash C, International Marketing Management, CBS publishers 7 distributors New Delhi.
7. Varshney R.L.& Bhattacharya B, International Marketing Management in Indian Perspectives, Sultan Chand & Sons Publishers, New Delhi.
Links:
[1] https://advertising.iisuniv.ac.in/courses/subjects/brand-management-0
[2] https://advertising.iisuniv.ac.in/academic-year/2018-2019