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Name of Institution
Amity Business School
PRODUCT & BRAND MANAGEMENT
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Name of Institution
Amity Business School
Module I: Product Strategy DevelopmentElements of Product Strategy, Product Mix and Line decisions,
Positioning Strategy, Product Strategy over Life Cycle, New Product
Development Process
Module II: Introduction to Brand ManagementConcept of branding, the challenges faced by brand managers, the
value of a brand to customers and the organization, Branding
Challenges & Opportunities, Strategic Brand Management Process
Module III: Elements to build Effective BrandsCriteria to choose brand elements, Creation of brand personality, brand
personality scale, brand image sources, Brand identity dimensions
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Name of Institution
Amity Business School
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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Name of Institution
Amity Business School
Product Vs Brand
Product is a physical entity,
but a brand is a perceptual
entity.
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Name of Institution
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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Name of InstitutionAmity Business School
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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Name of InstitutionAmity Business School
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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Name of InstitutionAmity Business School
Individual Product Variety
Quality
Design
Features
Brand name
Packaging
Sizes Services
Warranties
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