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Name of Institution

Amity Business School

PRODUCT & BRAND MANAGEMENT

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Module IV: Brand Re-vitalizationBrand & Line Extensions, Marketing Mix for Brand Extensions, Co Branding. Upward

and Downward stretching of brands.

Module V: Managing the Brand SystemsThe brand equity concept, Brand Equity Models Customer Based Brand Equity,

Aaker Model, Brand hierarchy Brand Awareness, Brand Loyalty, BrandAssociations, Brand Recognition, Recall.

Keller K.L. (2009), Strategic Brand Management: Building, Measuring, and ManagingBrand Equity, Prentice Hall.

Sengupta S. (2010), Brand Positioning, Tata McGraw-Hill Kapferer J. L. (2004), Strategic Brand Management, Free Press

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Amity Business School

Product Vs Brand

Product is a physical entity,

but a brand is a perceptual

entity.

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Amity Business School

A Brand Is More than a Product

Brands are perceptions

Integrated bundle of information and experiences

Identifies product and maker

Has associations and image

Legal term is Trademark

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Name of Institution

Amity Business School

HOW DOES A MANAGER MANAGES THE PRODUCT AND

BRAND MANAGEMENT DECISIONS?

by

STRATEGIC PLANNINGLong term Profitability and Growth

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Name of InstitutionAmity Business School

Managerial Process Of Creating And MaintainingA FitBetween The Organizations Objectives +resources and Evolving Market Opportunities

Parle

Hienkein

Kellogs

Maggi

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Strategic planning is done By MARKETING PLAN

-Sample Marketing Plan of Bhilwara Group

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Name of InstitutionAmity Business School

MARKETING PLAN

Written document - guidebook of marketing activities for theManager

Process ofanticipating future events and changing markets

Determining strategies to achieve organization objectives inthe future

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Name of InstitutionAmity Business School

IMPLEMENTATION, EVALUATION & CONTROL

MARKETING STRATEGYTARGET MARKET MARKETING MIX

OBJECTIVESSITUATION SWOT

BUSINESS MISSION STATEMENTBUSINESS VISION

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Name of InstitutionAmity Business School

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Product can be defined as anything that can be

offered to a market forattention, acquisition, useor consumption and that might satisfy a want orneed.

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Name of InstitutionAmity Business School

Tangible Intangible

Size, feature, colours, Style, quality, image ,

durability, package, prestige, warranty,

taste brand name

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Individual Product Variety

Quality

Design

Features

Brand name

Packaging

Sizes Services

Warranties