406(A) PRODUCT & BRAND MANAGEMENT
1. Product Management: Product Development, Product focused organization;
Market focused organization, Factors influencing design of the product,
Changes affecting product management. (6)
2. Developing Product Strategy: Setting objectives & alternatives, Product
strategy over the life-cycle, Customer analysis, Competitor analysis, Design of
manufacture, New product development. (8)
3. Market Potential & Sales Forecasting: Forecasting target market potential
and sales, Methods of estimating market and sales potential, Sales forecasting,
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planning for involvement in international market. (6)
4. Brand & Brand Management: Commodities Vs Brands, The role of brands,
The brand equity concept, Brand Equity Models – Brand Asset Valuation,
Aaker Model, BRANDZ, Brand Resonance. Building Brand Equity, Brand
Identity and Brand image. (10)
5. Brand Leveraging & Brand Performance: Establishing brand equity
management system, measuring sources of brand equity and consumer
mindset, Co-branding, celebrity endorsement. (6)
6. Brand Positioning & Brand Building: Brand knowledge, Brand portfolios
and market segmentation, Steps of brand building, Identifying and
establishing brand positioning, Defining and establishing brand values. (6)
7. Designing & Sustaining Branding Strategies: Brand hierarchy, Branding
strategy, Brand extension and brand transfer, Managing brand over time. (6)
8. Measuring Brand Equity: Brand Value chain, Brand Audits, Brand
Tracking, Brand Valuation. (6)
9. Managing Brand Equity: Brand Reinforcement, Brand Revitalization, Brand
Crisis. (6)
Books Recommended:-
1. Product management - Donal R. Lehmann, Russel S. Winer
2. Strategic Brand Management - Kevin Lane Keller
3. Branding Concepts & Process - Debashish Pati
4. Marketing Management - Philip Kotler
5. Successful Branding - Pran K Choudhary
6. Brand Positioning Strategies for Competitive Advantage -Subrato Sen Gupta
7. Strategic Brand Management -Caperer
8. Behind Powerful Brands - Jones
9. Managing Indian Brands -S. Ramesh Kumar
Reference http://www.unipune.ernet.in/stud_info/Syllabi/Syllabus_2008.html
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