Course Code :

Course Title : Product & Brand Management

Semester : II
Credit : 4
Duration : 40 hrs
Course Faculty :

Course Description
The purpose of the Product and Brand Management course is to furnish critical information
needed to build a product & brand strategy. It aims to give students fundamental understanding
of how to build, measure, and manage a brand. Knowledge on different pillars for building brand
equity is imparted throughout where students need to analyze and deconstruct examples and
cases. Managing of brands is taught over multiple categories, over time, and across multiple
market segments. Course activities include readings from different business magazines,
discussion on News-paper articles, analysis of cases, live activities on creation & designing of
brands as part of experiential learning. All this is done with an objective to allow students to
apply the theories and strategies learned. Importance of brand value in the present competitive
arena and how it creates long term profitable brand relationships is highlighted. In this course,
students examine how a favorable brand and memorable brand experiences can influence a
firm’s ability to withstand competitive pressures and thrive in dynamic market conditions.

Session-Wise Course Outline:

Session Topic Reading Reference

Session 1, 2 Introduction to Product

Management

 Relationship between
Competition, Marketing &
Product Management
 Product management process,
product decisions
 Product Management
organisation- Roles &
responsibilities of Product
Manager
Session 3, 4 Product concepts & strategies
 Product hierarchy, product mix, ITC – product mix
product line, product line
analysis
  NPD – process, challenges,
Consumer-Adoption process –
stages.
 Minimum Viable Product

Session 5, 6 Innovation Management

 3-E framework in Innovation Reading: Diffusion of Innovations by

Management,
 Diffusion of Innovation,
contributing factors,
 Innovation decision process,
 Innovativeness – Adopter
categories.
 Innovation in Organizations
Everett M. Rogers
Case:
Diamonds or Dust-Revelations on the
resilience of breakthrough launches in
India & what it takes to sustain the
sparkle

Session 7, 8 Product & Portfolio Management

Metrics covered: Marketing Metrics – The Manager’s

 Trial, Repeat, Penetration & guide to Measuring Marketing
Volume projections Performance by Farris, Bendle, Pfeifer,
 Cannibalisation rate & Fair Reibstein
Share draw rate
 Brand Equity metrics : Y&R
brand asset valuator,
Interbrand’s brand valuation
model
 Conjoint utilities & consumer
preference

Session 9, 10 Introduction to the concept of Brand Article: Brand Identity: The corner
stone of Brand Strategy
 Understanding Brand, Activity: I am a Brand
challenges & opportunities Activity: Building brand personality
 Concept of brand identity and Case: Failed merger of Snapple &
personality Gatorade (brands with different
 Aaker’s brand personality scale personalities)
 Arnold’s brand anatomy
Session 11, Building Brand Equity
12, 13, 14 Brand story: ICICI Bank
 Developing Customer based
Brand Equity (CBBE) – Article: Why are you changing your
Keller’s Pyramid logo again
 Developing brand architecture Case: Rebranding Hero
 Brand elements to build brand Brand story: MTV in India
equity Article: Hazards of accidental brands
 Integrated Marketing (HBR)
communications to build brand
equity
 Steps to build a Cult Brand
 Developing a Brand Equity
measurement & Management
system
Session 15 Short presentation by groups on
Evaluation 1 application of CBBE pyramid on a
Brand chosen by them
Session 16, Brand Positioning & Values Article: Maruti's Zen of positioning
17 (From Business Today)
 Identifying & establishing
Brand positioning Multiple cases: Maaza, Asian Paints,
 Updations in positioning & Accenture, Cadbury’s Dairy Milk
Repositioning
 Defining & establishing brand
values

Session 18 In class discussion & presentation on

Evaluation 2 articles from ET Brand Equity
Session 19 Introducing & naming new products
& brand extensions
 Advantages & disadvantages of
extensions
 Brand extension guidelines
 Evaluating brand extension
opportunities
Session 20 Debate & analysis of case studies
Evaluation 3
Session 21 Managing Brands over time
 Brand revitalization
 Adjustments to brand portfolio
Article: Best practices involved in
extending a brand (Warc.com)
Case study: Dettol Extension – Know
the limits
Case study: Liril – Which direction
should the brand take
Multiple cases – Patanjali, Paper boat
Article: Why brands fail
Article: Relaunching brands-how to
stage a comeback(from Warc.com)

Session 22, Managing Brands over Geographic
23 Boundaries & Market segments
 Building Global Brand strategy
 Growth strategies in global
market
 Standardisation v/s
Customisation
Case: Vespa relaunch
Article1: Strategy in the new global
landscape (HBR)
Article2: Let emerging market
customers be your teachers (HBR)
Article3: Wake up Walmart
Article4: How Indian IT companies are
expanding their footprint to new
markets

Case: Haagen Dazs-Cold calling China

Session 24 Class test

Evaluation 4
Session 25, Different types of Brands Brand stories & videos on: Virgin,
26  Corporate Brands Google
 Commodity Brands
 Person as Brand Live Activity: Journey from
 Internet Brands commodity to brand

Brand stories: Amitabh Bachchan,

Narendra Modi, Roger Federer

Article1: Why you need a New-Media

Session 27 Branding in different sectors
Consumer sector, Industrial sector,
Retail sector, Service sector
Session 28, Managing brands in the fashion &
29 luxury segment
Ringmaster (HBR)
Article2: The one thing you must get
right when building a brand (HBR)
Article3: Social media and the new
rules of branding (HBR)
Case: How Google helped L’Oréal use
search to drive growth
Case: Johnnie Walker Blue Label: "A
gentleman's wager" viral campaign

 Factors for growth

 8Ps of luxury brand marketing
 Challenges
 Emerging luxury strategies
Session 30 Brand Audit & Brand tracking Article: The brand health puzzle:
studies Picking the right metrics for accurate
evaluation of brand health(from
 Meaning, Purpose, process of Warc.com)
Brand Audit
 Relevance of brand tracking,
design and outcome
Session 31, Final Presentation Live Brand Gyaan Bazaar
32
Evaluation 5

Text Book:
Strategic Brand Management Kevin Lane Keller, Pearson,3rd Edition, 2013
Reference Books:
1.Brand Management Principles and Practices Kirti Dutta, Oxford Publication, 1st
Edition,2012
2.Product Policy & Brand Management A.K.Chitale & Ravi Gupta, PHI Learning,1 Edition,
2011
E-Books:
1. Brand Sense : Sensory Secrets Behind the Stuff we Buy – Martin Lindstorm
https://books.google.co.in/books?id=4uJ-
1KaguZMC&printsec=frontcover&dq=.Brand+Management+Principles+and+Practices&hl=en&
sa=X&ved=0ahUKEwjp7PP8is7bAhXIu48KHQUNDGIQ6AEIOjAD#v=onepage&q&f=false
2. Product Policy & Brand Management - A.K.Chitale
https://books.google.co.in/books?
id=jIkCcgHh6UYC&printsec=frontcover&dq=Brand+Management&hl=en&sa=X&ved=0ahUK
Ewj_6cnYis7bAhWMvo8KHZFAAqYQ6AEIOTAD#v=onepage&q=Brand
%20Management&f=false
3. Brand Management : Research,Theory and Practice – Tilde Heding,Charlotte
F.Knudtzen,Mogens Bjerre
https://books.google.co.in/books?
id=7QR9AgAAQBAJ&printsec=frontcover&dq=.Brand+Management+Principles+and+Practice
s&hl=en&sa=X&ved=0ahUKEwjp7PP8is7bAhXIu48KHQUNDGIQ6AEIJjAA#v=onepage&q
&f=false
4. Brands and Branding – Stephen Brown
https://books.google.co.in/books?
id=YDK6DAAAQBAJ&printsec=frontcover&dq=product+and+brand+management&hl=en&sa
=X&ved=0ahUKEwiG-viViM7bAhUEuo8KHYFpAyEQ6AEIOTAD#v=onepage&q=product
%20and%20brand%20management&f=false
5. The New Strategic Brand Management – Philip Kotler
http://www.untag-smd.ac.id/files/Perpustakaan_Digital_1/BRAND%20NAME%20PRODUCTS
%20New%20Strategic%20Brand%20Management%20-%200749450851.PDF
6. Brand Risk : Adding Risk Literacy to Brand Management – David Abrahams
https://books.google.co.in/books?
id=bpjsCwAAQBAJ&printsec=frontcover&dq=product+and+brand+management&hl=en&sa=X
&ved=0ahUKEwjZrMjkiM7bAhUHqo8KHRUrAPo4FBDoAQhBMAU#v=onepage&q=product
%20and%20brand%20management&f=false
7. Brand Management and Marketing of Luxury Goods - Lucie M Scholz
https://books.google.co.in/books?
id=qgmnAgAAQBAJ&printsec=frontcover&dq=product+and+brand+management&hl=en&sa=
X&ved=0ahUKEwjZrMjkiM7bAhUHqo8KHRUrAPo4FBDoAQhTMAg#v=onepage&q=produ
ct%20and%20brand%20management&f=false
8.From Brand Vision to Brand Evaluation : The Strategic Process of Growing and Strengthening
Brands – Leslie de Chernatony
https://books.google.co.in/books?
id=WAN2fGk645YC&printsec=frontcover&dq=product+and+brand+management&hl=en&sa=
X&ved=0ahUKEwjJk_-aic7bAhUBO48KHQf3CbQ4HhDoAQgyMAI#v=onepage&q=product
%20and%20brand%20management&f=false