Product and Brand Management Notes
Subject Overview
The sixth Marketing group elective, covering product management and portfolio planning, product planning/
Subject at a glance
4
Units
30
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Product manager's role
- planning and control systems
- product portfolio planning and mapping
- competitive brand market position
- impact of global forces on products
BCG matrix
Market growth vs relative share
Allocate cash across products
GE-McKinsey matrix
Attractiveness vs business strength
Invest, hold or divest
Product-market (Ansoff) grid
New or existing products and markets
Growth options
Study guide
This unit covers the product manager's role, planning and control, portfolio planning, brand positioning and global forces. Map a product portfolio.
- Objectives
- strategic reasons
- processes
- challenges of product planning
- demand forecasting
- estimating market opportunity
- test marketing types and design
- market entry decisions
- national launching and tracking
- 1
Idea generation
- 2
Screening
- 3
Concept testing
- 4
Business analysis
- 5
Product development
- 6
Test marketing
- 7
Commercialisation
National launch and tracking
Study guide
You study product planning, demand forecasting, market opportunity, test marketing, entry decisions, launch and tracking. Plan a small test market.
- Concepts and significance of a brand
- brand mark and trademark
- types of brands (family, individual, private, co-branding)
- selecting a brand name
- branding decisions
- customer-based brand equity
- branding research design
- Resonance
Loyalty, attachment, community
- Judgements and feelings
Quality, credibility, warmth
- Performance and imagery
What it does and what it means
- Salience
Brand awareness
Study guide
You study brand concepts, marks, types of brand, naming, branding decisions, customer-based brand equity and brand research. Analyse a brand's equity.
- Loyalty programs and building strong brands
- measuring brand performance
- brand extensions
- brand equity measurement
- brand leverage
- global branding strategies
- brand audit
- role of the brand manager
- brand rejuvenation and relaunch
Brand extension
New categories under the same name
Brand audit
Health check of the brand
Loyalty programmes
Reward repeat buying
Rejuvenation
Refresh a tired brand
Global branding
Balance consistency and local relevance
Study guide
You study loyalty programmes, measuring brand performance, extensions, equity measurement, leverage, global branding, audits, the brand manager's role and rejuvenation. Evaluate a brand extension.
Why Product and Brand Management Matters
Brand and product management are prestigious marketing career paths and are tested in case interviews.
How to Prepare for Product and Brand Management
- Study the life of a brand from launch to now.
- Evaluate real brand extensions.
- Learn brand equity models.
Product and Brand Management: Frequently Asked Questions
What is brand equity?
Brand equity is the added value a brand gives a product, seen in awareness, loyalty and premium pricing.