In the wake of globalization, the corporate world is realizing potentiality and significance of product and brand management in shaping the future of their companies. As a matter of fact, business is marketing and marketing is all about products and brands. In the world’s business history, several companies have closed their businesses because of faulty and ineffective management of products and brands.
Contents
1. Product Management
2. Understanding Indian Market Environment
3. Market Segmentation and Targeting
4. Product Classification
5. Product Life Cycle
6. New Product Development
7. Product Positioning Strategies
8. Packaging Management
9. Branding
10. Brand Loyalty
11. Brand Valuation Methods
12. Co-branding
13. Brand Logos and Mascots
14. Brand Revitalization
15. Brand Ambassadors
16. Brand Placement
17. Global Brands
18. Brand Building
19. Brand Equity
20. Brand Extension
21. New Brand Failures
22. Branding in Other Sectors
23. Customer Relationship Management
24. Case Analysis
25. References
