This is short & quick notes e-book for marketing students. "Product & Brand Management.
Useful for BBA & MBA students.
It covers -

UNIT - 1
Product Offering Decisions: Marketing Mix and Product Strategy – Integrated Approach, Levels of a Product, Product Characteristics and Classifications, Product and services Differentiation, Product Life-Cycle
Marketing Strategies.

UNIT - 2
Setting Product Strategy: Product-Mix Decisions, Product-Line Strategies, Product-Mix Pricing, Packaging and Labeling Decisions, Product Manager’s role in organization, New Product Development, Consumer-Adoption Process.

UNIT - 3
Brand Management: Concept of a brand, Types of brands, Strategic Brand Management Process. Brand Building Blocks

UNIT - 4
Identifying and Establishing Brand Positioning and Values: Concept of Brand Positioning, Choosing Points-of-Difference and Points-of-Parity, Positioning Strategies, Repositioning strategies.

UNIT - 5
Managing Brands: Brand Personality, Elements of Brand personality. Brand Awareness, Brand Loyalty. Brand Identity-concept and sources, Designing brand identity - Kapferer’s Brand Identity Prism, Brand Image.

UNIT - 6
Understanding Brand Equity: Brand Equity – Definition and Significance, Brand Equity Models, Building brand equity, Brand Value and Brand Strength, Measuring brand equity-Cost Based Method. Price Based Method, Customer based Method.

UNIT - 7
Branding Strategy: Designing and implementing Branding Strategies- name, symbol, slogan. Brand Extension- Meaning, Types, Need, Advantages & Disadvantages, Evaluating Brand Extension Opportunities, Reinforcing and revitalizing brands.

UNIT - 8
Managing Brands over Geographic Boundaries and Market Segments: Advantages and disadvantages of Global Marketing Programs, Standardization versus Customization, Global Brand Strategy, Building Global Customer-Based Brand Equity.