PRODUCT AND BRAND MANAGEMENT

Paper Code: 
DBSG 803
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

COURSE OUTCOME(COS):

Learning Outcomes

Learning and teaching strategies

Assessment Strategies

CO 196:  Equip students with the various dimensions of product management such as product-line decisions, product positioning, product life cycle, new product development process

CO 197: Exploration of concepts related to Brand Management

CO 198:  Enhanced understanding of important intangible asset along with practical application of branding concepts namely brand personality, brand architecture, leveraging brand assets, brand portfolio management and etc.

CO 199:  Develop competence to frame strategies required for building strong brands.

CO 200:  Exploration of recent trends in branding along with their practical application in the businesses.  

Approach in teaching:

Interactive Lectures, Discussion, PPT, Sharing web links. 

Learning activities for the students:

Self learning assignments, Role plays, presentation, case study discussions. 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group 

 

12.00
Unit I: 
Product Management
  • Meaning, Role of Product Manager, Layers of Product
  • Product Management Approaches
  • Product Positioning-Perceptual Mapping
  • Management of New Product Development Process
  • Managing Product Life cycle

 

 

12.00
Unit II: 
Concept of a Brand, Brand Management & Brand Evolution
  • Definition, Characteristics, Objectives, Elements of a Brand, Benefits of Branding
  • Brand Management: Concept, Functions of Brand Management,
  • Stages of Brand Management: Introduction, Elaboration, Fortification, Types of Brand & their stages, Functional, Symbolic, Experiential
  • Brand Evolution: Consumerism Continuum

 

12.00
Unit III: 
Brand Equity, Brand Personality & Brand Architecture
  • Concept, Importance,
  • Brand Report Card
  • Keller’s Brand Equity Model
  • Brand Personality: Concept
  • Branding Architecture: Definition, Types of branding strategy, Product Branding, Line     Branding, Range Branding, Umbrella Branding, Source Double Branding, Endorsement Branding,
  • Factors affecting the branding strategy.

 

14.00
Unit IV: 
Line Extensions, Brand Extensions & Brand Hierarchy
  • 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 Hierarchy & Portfolio

  • Concept, types
  • Brand hierarchy pyramid
  • Brand Portfolio: Flankers, Cash Cows, Low-end entry level High-end entry level

 

 

10.00
Unit V: 
Emerging Brand Applications

                                                                       

  • Digital Branding
  • Employment Branding
  • Co-Branding

 

 

Essential Readings: 
  • Panda, K, Tapan, (2016), Product and Brand Management, Oxford University Press.
  • Sharma, P.K., & Pareek, Renu, (2009), Product & Brand Management. RBD
  • Donald, R.L., & Russell S.W. (2002). Product Management (3rd Ed.). Tata McGraw Hill
  • Keller, K.L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring and Managing Brand Equity (5th Ed.). Prentice Hall

 

References: 

 

  • Trott, P. (2008). Innovation Management and New Product Development (4th Ed.). Prentice Hall
  • Kapferer, J. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th Ed.). Kogan Page
  • Reis, A., & Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw Hill Education

E- RESOURCES:

 

JOURNALS:

  • Journal of Marketing
  • Marketing Management
  • Marketing Research

 

 

Academic Year: 
2023-2024
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