Product and Brand Management

What this subject covers

Lesson topics

1. Products — Characteristics, Levels and Classifications
2. Strategic Elements of New Product Development
3. Managing Products Across the Product Life Cycle
4. Sources of New Product Ideas
5. The New Product Development Process, Idea Screening and Concept Testing
6. Sales Forecasting for New Products
7. Financial Analysis of New Products — Investment Appraisal
8. Development Testing, Perceptual Mapping and Test Marketing
9. Product Portfolio Management — BCG Matrix, GE Business Screen and Shell Directional Policy Matrix
10. Introduction to Branding and Brand Management
11. Brand Equity — Concept, Customer-Based Perspective and Benefits
12. Brand Awareness — Types, Consequences and Establishment
13. Brand Image and Brand Associations — Types, Strength, Favourability and Uniqueness
14. Brand Positioning and Determining Desired Brand Knowledge Structures
15. Building a Strong Brand — The Brand Development Process and Keller's CBBE Pyramid
16. Choosing Brand Elements to Build Brand Equity — The Choice Criteria
17. Brand Element Options and Tactics — Names, Logos, Symbols, Characters, Slogans, Jingles and Packaging
18. Brand Architecture — Monolithic, Branded House, Endorsed Brands and House of Brands
19. Designing Marketing Programmes to Build Brands — Product, Pricing and Channel Strategy
20. Integrating Marketing Communications to Build Brand Equity
21. Leveraging Secondary Brand Associations — The Leverage Process, Company Image, Country of Origin and Channels
22. Co-Branding, Ingredient Branding, Licensing, Celebrity Endorsement, Events and Third-Party Sources
23. Measuring Sources of Brand Equity — Qualitative and Quantitative Research Techniques
24. Measuring Outcomes of Brand Equity — Comparative and Holistic Methods
25. The Brand Equity Measurement System — Brand Audits, Tracking Studies and Brand Equity Management
26. Branding Strategies — Brand-Product Matrix, Brand Hierarchy and the Choice of Branding Strategy
27. Brand Extensions — Advantages, Disadvantages and Evaluation
28. Managing Brands Over Time — Reinforcing, Revitalising, Portfolio Adjustments, Crises and Name Changes
29. Managing Brands Across Geographic Boundaries, Cultures and Market Segments
30. Strategic Brand Management Guidelines Under Different Contexts — SMEs, National, International, Multinational, Global and Non-Profit Brands