what should I read for- PRODUCT & BRAND MANAGEMENT

PRODUCT & BRAND MANAGEMENT

Product Concepts: Product Mix concepts, Product Classification.
Product Planning: Marketing Plan, Portfolio Analysis, Market Potential and forecasting,
Product Market Strategies.
Product Life Cycle: Product Life Cycle Stages and corresponding Strategies, Product
Evaluation.
Product Positioning: Concept, Product Differentiation, Positioning Strategies, Preference
Analysis, Benefit Segmentation.

New Products: New Product Categories, Organization for Product Management.
New Product Development Process: Concept Generation, Concept Screening, Concept
Testing, Marketing Strategy Development, Product Development, Product Use Testing, Test
Marketing & Product Launching.
Designing the Offer: Perceptual Mapping, Conjoint Analysis.
Pricing the Offer: Price Elasticity of Demand, Costs, Pricing Strategies.
Concept of Product Testing.
Test Marketing.
Product Launch.

Branding Decisions: Branding Brand Name Brand Characteristics, Brand Strategy Decisions.
Brand Image, Brand Identity, Brand Personality.
Brand Positioning and Repositioning, Brand Equity
Brand Building: Brand Building Process.
Brand Licensing and Franchising.
Packaging and Labeling

Student of Rai Business school, New Delhi

Sanjeev Kumar Singh