Product and Brand Management is a comprehensive textbook designed to meet the needs of MBA students specializing in marketing. It offers in-depth coverage of various elements, valuation techniques, and emerging applications for managing a product as well as a brand. The book has been divided into seven parts. Part I provides a detailed discussion on handling products, product life cycle, and developing new products. Parts II and III explain the various brand choice models, brand identity, and brand image in detail. Part IV describes the marketing and accounting concerns of brand valuation, and the methods of brand tracking and monitoring. Parts V, VI, and VII elucidate the brand revitalization techniques, methods of building a successful brand in the Indian market, and strategies used to keep brands alive across geographical borders. Readers would find this book useful for the detailed coverage of concepts supported with numerous real-life examples, exhibits and case studies.
Contents: Part I. Product Management. 1. Introduction to product management. 2. Management of new product development process. 3. Managing product life cycle. Part II. Brands and Branding. 4. Introduction to brand management. 5. Brand management process. 6. Brand choice decisions and models. Part III. Elements of Branding. 7. Brand identity. 8. Brand communication. 9.Brand positioning. 10. Brand image and personality. Part IV. Valuation of Brands. 11. Brand valuation. 12. Brand tracking and monitoring. Part V. Managing Brands Over Time. 13. Building brands in Indian market. 14. Launching a new brand. 15. Revitalizing brands. Part VI. Branding Strategies. 16. Brand extension strategies. 17. Brand portfolio management. 18. Managing brands across geographical borders. Part VII. Emerging Brand Applications. 19. Managing brand experience. 20. Digital branding. 21. Employment branding. 22. Co-branding.
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