RAJEEV GANDHI MEMORIAL COLLEGE OF ENGINEERING AND TECHNOLOGY

AUTONOMOUS
MANAGEMENT STUDIES

(E0040154) PRODUCT AND BRAND MANAGEMENT

Elective – I

OBJECTIVES:

 Enhance awareness and knowledge about branding issues in different

industries.
 To make the students to learn, how to build and manage a brand.
 The process of Creating a Sub-brand
 Making the students to know the different brand strategies and their
implementation.

OUTCOMES:

 Develop ability to identify strategic issues in branding of different products.

 Develop hands-on abilities on brand building and marketing.
 The in-depth understanding on a topic that can be readily transferred to the
corporate world.
 To make the students to be able to work with the appropriate theories,
models and other tools to ensure better

UNIT-I

Introduction : Product concept in Marketing Strategy and New Product Planning –

Organisational arrangements - Ideas – Managing the Development Process :
Development to Commercialization – The consumer adoption Process – PLC
management – Special Issues

UNIT-II

Competitive Strategy for Products : Market Mapping – Category Analysis -

Competitor analysis – Customer analysis – Product portfolios – BCG Matrix –
Shell‘s Policy Matrix – Product mix and line decisions – Managing line extensions –
Product Positioning strategies.

UNIT-III

Understanding Brands : Brands in New Economy – Brand Hierarchy – Brand

Personality – Brand Image -- Brand Identity – Brand positioning and Brand Equity
– Value addition from Branding – CRM – Brand Loyalty
UNIT-IV

Managing Brands : Brand Creation – Brand name decision – Brand Extension ---
Brand product Relationship – Brand Portfolio – Brand Revitalization

UNIT-V

Measuring and Interpreting Brand Performance : Brand Assessment through

research – Brand Identity – Brand positioning – Brand Image – Brand Personality
assessment and Change – Financial Aspects of Brand

UNIT-VI

Branding in different sectors- – Customer sector --- Industrial sector -- Retail --

Service sector.

REFERENCES:

1. Ramanuj Mazumdar – Product Management in India – PHI Learning – New Delhi

– 2009.
2. Harsh V Verma - Brand Management – Text and Cases – Excel Books – New
Delhi – 2008.
3. Michael Baker and Susan Hart – Product Strategy and Management – Pearson
Education – New Delhi – 2009.
4. Donald R Lehman – Product Management – Tata McGraw Hill Pvt Ltd – New
Delhi – 2005.
5. S.A.Chunawalla – Product Management – Himalaya Publishing House – New
Delhi – 2009.
6. U C Mathur – Product and Brand Management – Excel Books – New Delhi
-2007.
7. Karl T Ulrich and Steven D Eppinger – Product Design and Development – Tata
McGraw Hill Pvt Ltd – New Delhi – 2009.