The document discusses brand management concepts including product life cycles, brand strategies, and brand extensions. It covers brand portfolios and product matrices, using brands across related product categories to increase market presence. Brand extensions allow companies to enter new markets while leveraging existing brand equity, but they also risk diluting the parent brand if not executed properly.

1. Brand Management Lecture 7 PT MBA – I year- Trimester III

3. PLC and Brands Source:”Managing Brand Equity – Donald Sexton, Columbia University, CEIBS and the arrow group

4. PLC and Brands Source:”Managing Brand Equity – Donald Sexton, Columbia University, CEIBS and the arrow group

6. Brand Product Matrix 1 2 3 …..n A B C …. Products Brands Brand Product Relationship (brand line) Product Brand Relationship (product line)

8. Brand Portfolio Category Factors Threat of new entrants Bargaining power of buyers Bargaining power of sellers Current Category Rivalry Pressures from substitutes Category Capacity Environmental Factors Technological Political Economic Regulatory Social Aggregate Market Factors Market Size Market Growth Stage in PLC Sales cyclicity Seasonality Profits Breadth of a Product Mix