8d299PBM MNS Mod 1-1 Amizone

7/29/2019 8d299PBM MNS Mod 1-1 Amizone

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Name of Institution

Amity Business School

PRODUCT & BRAND MANAGEMENT


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Name of Institution


Module I: Product Strategy DevelopmentElements of Product Strategy, Product Mix and Line decisions,

Positioning Strategy, Product Strategy over Life Cycle, New Product

Development Process

Module II: Introduction to Brand ManagementConcept of branding, the challenges faced by brand managers, the

value of a brand to customers and the organization, Branding

Challenges & Opportunities, Strategic Brand Management Process

Module III: Elements to build Effective BrandsCriteria to choose brand elements, Creation of brand personality, brand

personality scale, brand image sources, Brand identity dimensions


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Name of Institution


Module IV: Brand Re-vitalizationBrand & Line Extensions, Marketing Mix for Brand Extensions, Co Branding. Upward

and Downward stretching of brands.

Module V: Managing the Brand SystemsThe brand equity concept, Brand Equity Models Customer Based Brand Equity,

Aaker Model, Brand hierarchy Brand Awareness, Brand Loyalty, BrandAssociations, Brand Recognition, Recall.

Keller K.L. (2009), Strategic Brand Management: Building, Measuring, and ManagingBrand Equity, Prentice Hall.

Sengupta S. (2010), Brand Positioning, Tata McGraw-Hill Kapferer J. L. (2004), Strategic Brand Management, Free Press


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Product Vs Brand

Product is a physical entity,

but a brand is a perceptual

entity.


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A Brand Is More than a Product

Brands are perceptions

Integrated bundle of information and experiences

Identifies product and maker

Has associations and image

Legal term is Trademark


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HOW DOES A MANAGER MANAGES THE PRODUCT AND

BRAND MANAGEMENT DECISIONS?

by

STRATEGIC PLANNINGLong term Profitability and Growth


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Name of InstitutionAmity Business School

Managerial Process Of Creating And MaintainingA FitBetween The Organizations Objectives +resources and Evolving Market Opportunities

Parle

Hienkein

Kellogs

Maggi


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Strategic planning is done By MARKETING PLAN

-Sample Marketing Plan of Bhilwara Group


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MARKETING PLAN

Written document - guidebook of marketing activities for theManager

Process ofanticipating future events and changing markets

Determining strategies to achieve organization objectives inthe future


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IMPLEMENTATION, EVALUATION & CONTROL

MARKETING STRATEGYTARGET MARKET MARKETING MIX

OBJECTIVESSITUATION SWOT

BUSINESS MISSION STATEMENTBUSINESS VISION


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Product can be defined as anything that can be

offered to a market forattention, acquisition, useor consumption and that might satisfy a want orneed.


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Tangible Intangible

Size, feature, colours, Style, quality, image ,

durability, package, prestige, warranty,

taste brand name


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Individual Product Variety

Quality

Design

Features

Brand name

Packaging

Sizes Services

Warranties

Documents

8d299PBM MNS Mod 1-1 Amizone