This document provides an overview and structure of an introduction to product management course. The course covers topics such as what is a brand, brand equity, and brand management. It is structured into three parts that cover the brand management system, building brands, and managing brands across markets. The goal of the course is to learn how to manage brands and marketing programs to create brand equity and competitive advantage for products and services.

1. Introduction to Product Management

17. Best Corporate Reputations in America Source: Wall Street Journal / Harris Poll

19. Figure 2-9 Building Customer-Based Brand Equity Greater loyalty Less vulnerability to competitive marketing actions and crises Larger margins More elastic response to price increases More inelastic response to price increases Increased marketing communica- tion efficiency and effectiveness Possible licensing opportunities More favorable brand extension evaluations TOOLS AND OBJECTIVES KNOWLEDGE EFFECTS BENEFITS Choosing Brand Elements (4) Brand name Logo Memorability Symbol Meaningfulness Character Transferability Packaging Adaptability Slogan Protectability Brand Awareness (3) Possible Outcome Brand Associations (3) Developing Marketing Programs (5 & 6) Leverage of Secondary Associations (7) Depth Recall Recognition Breadth Purchase Consumption Strong Relevance Consistency Favorable Desirable Deliverable Unique Point of parity Point of difference Product Functional & symbolic benefits Price Value perceptions Distribution channels Integrate “Push” & “Pull” Communications Mix and match options Company Country of origin Channel of distribution Awareness Other brands Meaningfulness Endorsor Transferability Event } }

30. The Marketing Department Marketing Administration Advertising & Promotion Sales Market Research New Products Existing Products VP Marketing Design the Department!!! Matrix or Tree?

31. Brand Management Issues Product Manager Manufacturing R&D Legal Fiscal Market Research Salesforce Publicity Purchasing Packaging Promotion Services Media Advertising Agency Distribution