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Product & Brand Management
This paper lays done all the niti-grities of product and brand management.
Product – Definition, Product Classification, Product Mix concepts, dimensions & factors affecting .Product Life cycle & Strategy, Product positioning, Product differentiation. Difference between product & service.
New Product development- concept & process, New product adaptation, Product innovation. Reasons for success and failure of a new product.
Basic understanding of brands – concepts , significance of a brand, ,brand mark and trade mark. Different types of brand – family brand, individual brand, private brand, umbrella brand, global & regional brand, selecting a brand name , branding decisions – influencing factors.
Brand Image- Types of Associations, Brand Identity, Brand identity element & prism, Brand Personality & brand ambassador, Brand Positioning, Creating Core Brand Values; Managing Brands: Building Branding Strategies.
Brand Image- Types of Associations, Brand Identity, Brand identity element & prism, Brand Personality & brand ambassador, Brand Positioning, Creating Core Brand Values; Managing Brands: Building Branding Strategies.
1. S.A.Chunawalla, “Product Management”,HPH 2. S.A.Chunawalla, “Compendum of Brand Management”,HPH 3. Dr. S.L. Gupta, “Brand Management”,HPH
1. Y.L.R. Moorthi, “Brand Management-The Indian Context” Vikas Publication 2. R.C. Gupta & T.C. Jain, “Brand Management”,Alfa Publication 3. Jaya Sharma,”Brand Management” 4. Kevin Lane Keller, “Strategic brand Management”, Pearson Education, New Delhi, 2003.
