Product and Brand Management
What is a product?
New Product Development
Success rate of new products
Product Development Stages
Business analysis
Market testing
Commercialization
Product Levels
Customer Delight
Product Hierarchy
Product classification
Consumer goods classification
Industrial goods classification
Product Mix
Product Line decisions
Brand
Brand Equity
Levels of meaning
Brand Power
Brand Equity – Competitive Advantages
Managing Brand Equity
Advantages of branding
Brand parity
Umbrella Brand
Naming the Brand
Brand strategy
Brand Repositioning
Packaging
Designing packaging
Labels
Labels as a marketing tool

Brand strategy

Line extension – existing brand name extended to new sizes in the existing product categoryBrand extension – brand name extended to new product categoriesMultibrands – new brands in the same product categoryNew brands – new product in a different product categoryCobrands –brands bearing two or more well known brand names