The objective of this subject is to gain students knowledge of basics of product management and various aspects of advertising and branding as an integral part of Marketing .
MODULES :
- Definition , Process .
- Relationship between Competition Marketing and Product Management .
- Managing Competition , Marketing in Product Management .
BRAND MANAGEMENT :
BRAND ASSOCIATION :
- Brand Awareness , Brand Identity, Brand Image , Brand Personality .
- Brand Equity , Managing and Measuring Brand Equity .
- Brand Equity Models .
- Brand Loyalty .
BRANDING STRATEGIES :
- Evaluation of Brands , Perceived Quality .
- Brand Positioning and Repositioning .
- Brand Extension Decisions .
BOOKS- SUGGESTED READINGS
Brand Management by Harsh V.Verma
Brand Management Y.L.R. Moorthi