Description
Oxford University Press Product And Brand Management by Tapan K Panda
Product and Brand Management is a comprehensive textbook designed to meet the needs of MBA students specializing in marketing. It offers in-depth coverage of various elements, valuation techniques and emerging applications for managing a product as well as a brand.
Features
• Contains many examples and exhibits of brands such as Hero Motors, Vodafone, Alibaba, SnapDeal and LG to support the detailed explanation of various models and elements of brand management
• Provides in-depth discussion on co-branding, private labels and digital branding
• Discusses valuation of brands from the perspective of the cost of the brand, market price and brand performance audit
• Provides numerous application questions and project assignments to enhance and hone the marketing skills of the readers
Table of Contents:
Part 1: Product Management
1. Introduction to Product Management
2. Management of New Product Development Process
3. Managing Product Life cycle
Part 2: Brands and Branding
4. Introduction to Brand Management
5. Brand Management Process
6. Brand Choice Decisions and Models
Part 3: Elements of Branding
7. Brand Identity
8. Brand Communication
9. Brand Positioning
10. Brand Image and Personality
Part 4: Valuation of Brands11. Brand Valuation
12. Brand Tracking and Monitoring
Part 5: Managing Brand Over Time
13. Building Brands in Indian Market
14. Launching a New Brand
15. Revitalizing Brands
Part 6: Branding Stratagies
16. Brand Extension Strategies
17. Brand Portfolio Management
18. Managing Brands Across Geographical Borders
Part 7: Emerging Brand Applications
19. Managing Brand Experience
20. Digital Branding
21. Employment Branding
22. Co-branding