Product Policy and Brand management

This course offers an in-depth exploration of product policy and brand management, designed specifically for MBA students seeking to develop expertise in managing products and building strong brands. Covering key topics such as product strategy, life cycle management, brand positioning, and equity building, the course combines theoretical foundations with practical insights from real-world case studies. Participants will learn to analyze market trends, craft innovative product strategies, and create sustainable brand value in competitive environments. By the end of the course, students will be equipped with the tools and frameworks necessary to make strategic product and brand decisions that drive business success.

Syllabus

Module 1:

Introduction to product management, Corporate strategy and product planning, Product levels, Product classification, Product differentiation, Product hierarchy, Product mix, Product line decisions, Developing product strategy, Planned Obsolescence, Product life cycle and marketing strategies, Utility and critique of product life cycle concept. New product development, Idea generation, Screening, Design process, Market testing, Accelerated Life Testing, Warranty, Commercialization aspects.

Module 2:

Introduction to brand management, Branding concepts, Strategies to manage brands, Branding challenges and opportunities, Strategic brand management process, Brand equity concept, Customer based brand equity, Sources of brand equity, Brand equity models, Brand positioning, Brand identity, Building brands, Creating customer value

Module 3:

Choosing brand elements to build brand equity, Options and tactics for brand elements; Marketing programs to build brand equity, Product strategy, Pricing strategy, Channel strategy; Marketing communication to build brand equity. Brand value chain, Brand tracking studies; Measuring sources of brand equity, Brand audit, Brand architecture, Brand hierarchy, Brand extensions, Co-branding, Corporate branding, Brand personality, Brand management tools, Contemporary issues in managing brands.