Marketing Mix and Product Strategy – Integrated Approach, Levels of a Product, Product-Mix Decisions, Product-line strategies, Packaging and Labeling Decisions.
Introduction
Characteristics of a successful product development
Challenges in new product development
New Product Development Process
Managing Product Life cycle
Introduction –Brand Image, Role of Various factors in brand building.
Benefits of Brand Personality, Elements of Brand Personality
Dimensions of Brand Personality
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
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.
• 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
Links:
[1] https://advertising.iisuniv.ac.in/courses/subjects/product-and-brand-management-0
[2] https://advertising.iisuniv.ac.in/academic-year/2019-2020