Coming soon
Brand Management
Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in managing brands.
Introduction, Elaboration, Fortification, Types of Brand & their stages, Functional, Symbolic, Experiential
Definition, Types of branding strategy, Product Branding, Line Branding, Range Branding, Umbrella Branding, Source Double Branding, Endorsement Branding, Factors affecting the branding strategy.
Meaning & Significance, Risks in Line Extensions, Brand Extensions, Meaning , Need / Importance 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
Concept, types, product hierarchy
Brand Portfolio, Flankers, Cash Cows, Low-end entry level High-end entry level
- Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, 2016
- Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
- Brand Management; Harsh V Verma, 2nd, Excel Books, 2016
- Brand Aid: A Quick Reference Guide to Solving your Branding Problems and Strengthening your Market Position, Brad VanAuken, AMACOM, 2014
- Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalayan Publishing Houser, Edition 2012.
- DuttaKirti, Brand Management – Principles and Practices, Oxford University Press,2012
- Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012.
- Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity,Prentice Hall, 2013
- Tapan K.Panda, Product and Brand Management, Oxford University Press,2016
- A.K.Chitale, Ravi Gupta, Product and Brand Management, PHI Learning Limited Delhi, 2016
