Brand management

1. Product & Brand Management
Week 01
Dr. Anjali Malik

2. Learning aims and outcomes
• Understand, build, measure, analyze and manage products and brands for an
organization.
• Understand the value of customer-based brand equity in the growth of an
organization.
• Develop and implement winning product and brand strategies in an array of
customer and competitive contexts.

3. Readings
• Recommended course textbooks
• Keller, Parameswaran & Jacaob. (2015). Strategic Brand Management. Pearson
Education
• Additional books which you may find useful
• Panda, T. (2016). Product and Brand Management, Oxford University Press.
• Basics of Branding, 2. The Positioning Statement, Emotions, and Brand Equity by
Johan Gronlund
• What is Brand Equity? By David Aaker
• Building brands without mass media by Erich Joachimsthaler and David A. Aaker
• Brand Report card by Kevin Lane Keller
• A better way to map brand strategies by Niraj Dawar and Charan K. Bagga

6. Evaluation components
Component Weightage
Surprise Quizzes/ Assignments 10
Mid Term 20
Group Project + Group
Assignments
30 (20 + 10)
End Term 40
Total 100

7. Let’s Recap…………………………
Marketing Framework
Draw a schema of marketing framework as per your understanding??

8. Schematic of marketing process
Source: This figure is derived from Alvin J. Silk’s book on “What is Marketing”
Marketing Analysis (the 5 Cs)
Customers Company Competitors Collaborators Context
Marketing Mix (the 4 Ps)
Profits
Customer
Acquisition
Customer
Retention
Marketing
segmentation
Target Market
selection
Product and service
positioning
Product and service Promotion
Pricing
Place/channels
Creating
Value
Capturing
Value
Sustaining
Value

9. Schematic of marketing process- where would you place product and brand management??
Source: This figure is derived from Alvin J. Silk’s book on “What is Marketing”
Marketing Analysis (the 5 Cs)
Customers Company Competitors Collaborators Context
Marketing Mix (the 4 Ps)
Profits
Customer
Acquisition
Customer
Retention
Marketing
segmentation
Target Market
selection
Product and service
positioning
Product and service Promotion
Pricing
Place/channels
Creating
Value
Capturing
Value
Sustaining
Value

10. Schematic of marketing process- where would you place product and brand management??
Source: This figure is derived from Alvin J. Silk’s book on “What is Marketing”
Marketing Analysis (the 5 Cs)
Customers Company Competitors Collaborators Context
Marketing Mix (the 4 Ps)
Profits
Customer
Acquisition
Customer
Retention
Marketing
segmentation
Target Market
selection
Product and service
positioning
Product and service Promotion
Pricing
Place/channels
Creating
Value
Capturing
Value
Sustaining
Value
Positioning
and Branding
Product
Development and
Management

11. How does a Marketing Plan look like?

12. • nd Analyze the Current Situation
• Understand markets and Customers
• Plan Segmentation, Targeting, and Positioning
• Plan Direction, Objectives and marketing Support
• Develop Marketing Strategies and Programs
• Prepare to Track Progress and Control the Plan

13. Product and Brand Management
Aim of Product Policy:
“To derive successful launch and management of products & services
that best meet the needs of selected target markets”

14. Positioning Statement defines……
• Target customer
• Customer Wants
• Product type or category as seen by the customer
• Key benefit provided to the customer
Lets discuss with an example
MMFSL v/s Bajaj Finance

15. Positioning Statement defines……
• MMFSL Vision
• “To be a leading financial
services provider in semi-urban
and rural India.”
• Bajaj Finance
• Fastest Personal Loan
• Everything on EMI

16. Exercise 1
Please form a group of 5 and prepare an exhaustive list of ISSUES Product and
Brand Management should address, discuss and list as many as you can think of?
Submit the document
GROUPS OF FIVE

17. Issues in Product Management???
• What are the characteristics of products and service offerings and how do
marketers classify products?
• Understand products and identify connections to a company’s existing products
to identify new products to add to product mix.
• How can companies differentiate products?
• How can a company build and manage its product mix and product lines?
• Identify key issues in identifying product line architecture
• Understand product design issues.
• Understand marketing challenges during different stages of the product life-cycle

18. Issues in Brand Management???
• What does brand represent to consumers and advantages of creating
strong brands?
• How to manage the brands?
• How to design and implement marketing programmes and activities
to build, measure, and manage brand equity? Mainly executed by….
- Properly choosing brand elements
- Designing marketing programmes and activities
- Leveraging secondary associations
• How to sustain brand equity for a long period of time?