Amity Business Institution Name of School

PRODUCT & BRAND MANAGEMENT

Amity Business Institution Name of School

Module I: Product Strategy Development Elements of Product Strategy, Product Mix and Line decisions, Positioning Strategy, Product Strategy over Life Cycle, New Product Development Process Module II: Introduction to Brand Management Concept of branding, the challenges faced by brand managers, the value of a brand to customers and the organization, Branding Challenges & Opportunities, Strategic Brand Management Process Module III: Elements to build Effective Brands Criteria to choose brand elements, Creation of brand personality, brand personality scale, brand image sources, Brand identity dimensions

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Module IV: Brand Re-vitalization Brand & Line Extensions, Marketing Mix for Brand Extensions, Co Branding. Upward and Downward stretching of brands. Module V: Managing the Brand Systems The brand equity concept, Brand Equity Models Customer Based Brand Equity, Aaker Model, Brand hierarchy Brand Awareness, Brand Loyalty, Brand Associations, Brand Recognition, Recall.

Keller K.L. (2009), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall. Sengupta S. (2010), Brand Positioning, Tata McGraw-Hill Kapferer J. L. (2004), Strategic Brand Management, Free Press

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Product Vs Brand

Product is a physical entity, but a brand is a perceptual entity.

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A Brand Is More than a Product

Brands are perceptions Integrated bundle of information and experiences Identifies product and maker Has associations and image Legal term is Trademark

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HOW DOES A MANAGER MANAGES THE PRODUCT AND BRAND MANAGEMENT DECISIONS?

by

STRATEGIC PLANNING
Long term Profitability and Growth

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Managerial Process Of Creating And Maintaining A Fit Between The Organizations Objectives + resources and Evolving Market Opportunities

Parle Hienkein Kellogs Maggi

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Strategic planning is done By MARKETING PLAN -Sample Marketing Plan of Bhilwara Group

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Written document - guidebook of marketing activities for the Manager Process of anticipating future events and changing markets Determining strategies to achieve organization objectives in the future

MARKETING PLAN

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BUSINESS MISSION STATEMENT

BUSINESS VISION

OBJECTIVES SITUATION SWOT

MARKETING STRATEGY
TARGET MARKET MARKETING MIX

IMPLEMENTATION, EVALUATION & CONTROL

Amity Business Institution Name of School

Amity Business Institution Name of School

Product can be defined as anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need.

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Tangible Size, feature, colours, durability, package, taste

Intangible Style, quality, image , prestige, warranty, brand name

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Individual Product

Variety Quality Design Features Brand name Packaging Sizes Services Warranties