Product and Brand Management

 Product planning: Product-concepts, meaning, levels, classification, product mix and product line concepts, product mix decisions, product line strategies, New product adoption and diffusion process, product adopter categories (Innovators, Early adopters, Early majority, Late majority, Laggards), Opinion leaders, factors causing new product failures, Green marketing.  

Product Life Cycle: Concepts, stages, different shapes of a product life cycle, marketing strategies throughout PLC, International product life cycle.

Product differentiation: Concepts, USP, differentiation strategies (Product, Services, Personnel, Channel, Image differentiation), STP analysis, Packaging and labeling.
 

Branding: Meaning and concepts, Brand perspectives (Visual/Verbal, Positioning value, Brand image, Added value, Perpetual appeal and Brand personality), Brand building process, Brand identity.

Brand management: Stages of Brand management (Introduction, Elaboration and Fortification), Types of brand (Functional, Symbolic and Experiential), Branding strategy (Meaning & types), Brand equity, Brand equity models (Brand asset valuator, Aaker model, Brandz, Brand resonance), Brand valuation.

Brand decisions: Branding decision, Brand-sponsor decision, Brand-name decision, Brand strategy decision.
 
Brand positioning: Concepts, Designing brand positioning (Points of parity and Points of differentiation), Positioning strategies, Brand extensions (meaning & types), Brand-repositioning decision, Brand revitalization.