BRAND MANAGEMENT

FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

M.K 6.5 BRAND MANAGEMENT

OBJECTIVE
The objective is to enable the students to acquire skills in Product & Brand Management
Unit 1: PRODUCT MANAGEMENT 
Meaning of Product – Product Personality, Types of Products – Product Line, Product Mix.
Unit 2: PRODUCT DEVELOPMENT 
Factors influencing design of the product – Changes affecting Product Management – Developing Product
Strategy; Setting objectives & alternatives, Product strategy over the lifecycle. New product development –
Product Differentiation and Positioning strategies. Failure of New Product.
Unit 3: MARKET POTENTIAL & SALES FORECASTING 
Forecasting target market potential and sales – Methods of estimating market and sales potential, Sales
forecasting, planning for involvement in international market.
Unit 4: BRAND MANAGEMENT 
Meaning of Brand – Brand Development: Extension, Rejuvenation, Re launch- Product Vs Brands, Goods
and services, Retailer and distributors, People and organization, Brand challenges and opportunities, The
brand equity concept, Identity and image.
Unit 5: BRAND LEVERAGING AND BRAND PERFORMANCE 
Establishing a brand equity management system, measuring sources of brand equity and consumer mindset,
Co-branding, celebrity endorsement. Brand Positioning & Brand Building – Brand knowledge, Brand
portfolios and market segmentation – Steps of brand building, Identifying and establishing brand
positioning, Defining and establishing brand values.
Unit 6: DESIGNING & SUSTAINING BRANDING STRATEGIES 
Brand hierarchy, Branding strategy, Brand extension and brand transfer – Managing