Product and Brand Management – MBA Semester IV by Tripti Singh Chowdhury (Thakur Publication) is a comprehensive guide for MBA Semester IV students, covering essential topics like product planning, brand equity, and loyalty management. Structured into four units, it includes case studies and a 2016 question paper for exam preparation. Ideal for marketing students, this book blends theory with practical insights, making it a vital resource for mastering product and brand strategies. Authored by an expert and published by Thakur Publication, it ensures academic excellence and industry relevance for MBA Semester IV curriculum.
Product and Brand Management – MBA Semester IV by Tripti Singh Chowdhury, published by Thakur Publication, is a comprehensive book designed for MBA Semester IV students specializing in marketing, brand management, and product development. This book offers an in-depth exploration of key concepts, strategies, and case studies essential for understanding the dynamic fields of product and brand management.
Key Features of the Book
1. Structured Syllabus Coverage – The book aligns perfectly with the MBA Semester IV curriculum, covering fundamental and advanced topics in product and brand management. It is divided into four well-organized units, ensuring a logical progression from basic concepts to advanced applications.
2. Unit-Wise Breakdown
Unit 1: Introduction to Product Management – This section lays the foundation by defining product management, its scope, and its importance in business strategy. It discusses product classification, product life cycle, and the role of a product manager.
Unit 2: Product Planning and Development – Focuses on the stages of product development, from idea generation to commercialization. It covers market research, concept testing, product design, and launch strategies.
Unit 3: Basic Understanding of Brands – Explores brand fundamentals, including brand identity, positioning, and differentiation. It also discusses brand architecture and the role of branding in consumer decision-making.
Unit 4: Managing Brand Loyalty, Equity, and Rejuvenation – Delves into advanced branding concepts such as brand equity measurement, customer loyalty programs, and strategies for brand revival and repositioning.
3. Case Studies – The inclusion of real-world case studies helps students apply theoretical knowledge to practical business scenarios, enhancing their analytical and decision-making skills.
4. Previous Year Question Paper (2016) – A valuable resource for exam preparation, allowing students to familiarize themselves with the question pattern and important topics.
Why This Book is Essential for MBA Semester IV Students?
1. Industry-Relevant Content – The book bridges the gap between academic theory and industry practices, making it highly useful for aspiring product and brand managers.
2. Exam-Oriented Approach – Designed to help students excel in their MBA Semester IV exams, with clear explanations, key takeaways, and practice questions.
3. Practical Insights – The case studies and examples provide a hands-on understanding of how product and brand strategies are implemented in real businesses.
Target Audience
This book is primarily aimed at:
1 . MBA Semester IV students specializing in Marketing or Brand Management.
2. Marketing professionals seeking to enhance their knowledge of product and brand strategies.
3. Academicians and researchers looking for a structured reference on product and brand management.
Conclusion
Product and Brand Management – MBA Semester IV is a must-have resource for students and professionals aiming to master the intricacies of product development and brand strategy. With its well-structured content, real-world case studies, and exam-focused approach, this book serves as an invaluable guide for MBA Semester IV curriculum and beyond.
Is this book aligned with the latest MBA Semester IV syllabus for Product and Brand Management?
A1
Yes, it strictly follows the MBA 926-18 syllabus, covering all units, including product management, brand equity, and case studies.
Q2
Is the 2016 question paper included in this book still relevant for current ex
A2
While the paper is from 2016, the core concepts and question patterns remain valuable for exam preparation.
Q3
Are there chapter-wise summaries or key takeaways for quick revision?
A3
The book is structured with clear explanations, unit-wise breakdowns, and exam-focused content for easy revision.
Q4
Are there practice questions or previous year papers for self-assessment?
A4
Yes, it includes a 2016 question paper and case studies for self-evaluation.
Q5
What is the main focus of "Product and Brand Management"?
A5
The book focuses on providing a comprehensive understanding of key concepts, strategies, and practices in product and brand management relevant to MBA Semester IV students specializing in marketing.
Q6
How is the content of the book structured?
A6
The book is organized into four units covering essential topics, including Introduction to Product Management, Product Planning and Development, Basic Understanding of Brands, and Managing Brand Loyalty, Equity, and Rejuvenation.
Q7
Are there real-world case studies included in the book?
A7
Yes, the book includes real-world case studies that illustrate how businesses apply product and brand management strategies, providing practical insights and enhancing analytical skills.
Q8
What practical insights can students gain from this book?
A8
Students will gain hands-on knowledge through case studies, examples of successful brand strategies, and techniques for overcoming challenges in product management.
Q9
What role does consumer research play in product and brand management?
A9
Consumer research is emphasized throughout the book as a critical tool for understanding customer needs, preferences, and behaviors, which informs product planning, branding strategies, and marketing efforts.
Q10
Does the book discuss the psychological aspects of branding?
A10
Yes, the text delves into psychological factors, explaining how consumer perceptions, emotions, and cognitive biases influence brand choice and loyalty.
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Unit 1 : Introduction to Product Management
Unit 2 : Product Planning and Development
Unit 3 : Basic Understanding of Brands
Unit 4 : Managing Brand Loyalty , Equity and Rejuvenation
Case Studies
Question Paper (2016)
MBA 926-18 Product and Brand Management
Course Objective: To create understanding among students for concepts, process, techniques of product and management. The course also aims to familiarize students with the concept of a ‘brand’, the role of branding in marketing strategy; brand equity, its importance and measurement, how to create and retain brand equity; operational aspects of brand management.
Course Outcomes: After studying this course, the students should be able to:
CO1: Understand what a product is, the various levels which make it up, and different types of products.
CO2: Examine various challenges and issues involved in product planning and development.
CO3: Discuss and apply the concepts of test marketing and market entry of a product.
CO4: Recognize the features and importance of a brand and conduct branding research.
CO5: Understand the concept of brand loyalty and measuring brand performance.
CO6: Describe the role of various branding strategies in brand equity management.
Unit I
Product management: meaning, importance of the product manager’s job, planning and control systems for product management, product portfolio planning and analysis, Mapping, understanding company product/brands and competitive brand market position, Impact of global forces on products.
Unit II
Product planning and development: Meaning, objectives, Strategic reasons, processes challenges and issues, Forecasting demand, Estimating market opportunity, test marketing, types, design issues, Evaluation of test marketing results, Market entry decisions - Launching new product programs, National launching of new products, Tracking the launch, absorbing the new product in the mix.
Unit III
Basic understanding of brands: concepts and process, significance of a brand, brand mark and trade mark, Different types of brand: family brand, individual brand, private brand, Co-branding, selecting a brand name. Functions of a brand: branding decisions, influencing factors. Understanding customer-cased
brand equity. Monitoring brand performance. Branding research: Designing and implementing branding research, Brand design and structures.
Unit IV
Brand loyalty: loyalty programs, Building strong brands. Measuring brand performance, Brand extensions. Brand Equity Management: Brand Equity Measurement, Brand Leverage, Global Branding strategies, Brand Audit, Role of Brand Manager, Branding challenges & opportunities. Brand rejuvenation and re-launch, brand development through acquisition takes over and merger, relaunching the brand, need, methods and success rate
Note: Relevant Case Studies should be discussed in class.
Product and Brand Management – MBA Semester IV by Tripti Singh Chowdhury, published by Thakur Publication, is a comprehensive book designed for MBA Semester IV students specializing in marketing, brand management, and product development. This book offers an in-depth exploration of key concepts, strategies, and case studies essential for understanding the dynamic fields of product and brand management.
Key Features of the Book
1. Structured Syllabus Coverage – The book aligns perfectly with the MBA Semester IV curriculum, covering fundamental and advanced topics in product and brand management. It is divided into four well-organized units, ensuring a logical progression from basic concepts to advanced applications.
2. Unit-Wise Breakdown
Unit 1: Introduction to Product Management – This section lays the foundation by defining product management, its scope, and its importance in business strategy. It discusses product classification, product life cycle, and the role of a product manager.
Unit 2: Product Planning and Development – Focuses on the stages of product development, from idea generation to commercialization. It covers market research, concept testing, product design, and launch strategies.
Unit 3: Basic Understanding of Brands – Explores brand fundamentals, including brand identity, positioning, and differentiation. It also discusses brand architecture and the role of branding in consumer decision-making.
Unit 4: Managing Brand Loyalty, Equity, and Rejuvenation – Delves into advanced branding concepts such as brand equity measurement, customer loyalty programs, and strategies for brand revival and repositioning.
3. Case Studies – The inclusion of real-world case studies helps students apply theoretical knowledge to practical business scenarios, enhancing their analytical and decision-making skills.
4. Previous Year Question Paper (2016) – A valuable resource for exam preparation, allowing students to familiarize themselves with the question pattern and important topics.
Why This Book is Essential for MBA Semester IV Students?
1. Industry-Relevant Content – The book bridges the gap between academic theory and industry practices, making it highly useful for aspiring product and brand managers.
2. Exam-Oriented Approach – Designed to help students excel in their MBA Semester IV exams, with clear explanations, key takeaways, and practice questions.
3. Practical Insights – The case studies and examples provide a hands-on understanding of how product and brand strategies are implemented in real businesses.
Target Audience
This book is primarily aimed at:
1 . MBA Semester IV students specializing in Marketing or Brand Management.
2. Marketing professionals seeking to enhance their knowledge of product and brand strategies.
3. Academicians and researchers looking for a structured reference on product and brand management.
Conclusion
Product and Brand Management – MBA Semester IV is a must-have resource for students and professionals aiming to master the intricacies of product development and brand strategy. With its well-structured content, real-world case studies, and exam-focused approach, this book serves as an invaluable guide for MBA Semester IV curriculum and beyond.
Unit 1 : Introduction to Product Management
Unit 2 : Product Planning and Development
Unit 3 : Basic Understanding of Brands
Unit 4 : Managing Brand Loyalty , Equity and Rejuvenation
Is this book aligned with the latest MBA Semester IV syllabus for Product and Brand Management?
A1
Yes, it strictly follows the MBA 926-18 syllabus, covering all units, including product management, brand equity, and case studies.
Q2
Is the 2016 question paper included in this book still relevant for current ex
A2
While the paper is from 2016, the core concepts and question patterns remain valuable for exam preparation.
Q3
Are there chapter-wise summaries or key takeaways for quick revision?
A3
The book is structured with clear explanations, unit-wise breakdowns, and exam-focused content for easy revision.
Q4
Are there practice questions or previous year papers for self-assessment?
A4
Yes, it includes a 2016 question paper and case studies for self-evaluation.
Q5
What is the main focus of "Product and Brand Management"?
A5
The book focuses on providing a comprehensive understanding of key concepts, strategies, and practices in product and brand management relevant to MBA Semester IV students specializing in marketing.
Q6
How is the content of the book structured?
A6
The book is organized into four units covering essential topics, including Introduction to Product Management, Product Planning and Development, Basic Understanding of Brands, and Managing Brand Loyalty, Equity, and Rejuvenation.
Q7
Are there real-world case studies included in the book?
A7
Yes, the book includes real-world case studies that illustrate how businesses apply product and brand management strategies, providing practical insights and enhancing analytical skills.
Q8
What practical insights can students gain from this book?
A8
Students will gain hands-on knowledge through case studies, examples of successful brand strategies, and techniques for overcoming challenges in product management.
Q9
What role does consumer research play in product and brand management?
A9
Consumer research is emphasized throughout the book as a critical tool for understanding customer needs, preferences, and behaviors, which informs product planning, branding strategies, and marketing efforts.
Q10
Does the book discuss the psychological aspects of branding?
A10
Yes, the text delves into psychological factors, explaining how consumer perceptions, emotions, and cognitive biases influence brand choice and loyalty.
MBA 926-18 Product and Brand Management
Course Objective: To create understanding among students for concepts, process, techniques of product and management. The course also aims to familiarize students with the concept of a ‘brand’, the role of branding in marketing strategy; brand equity, its importance and measurement, how to create and retain brand equity; operational aspects of brand management.
Course Outcomes: After studying this course, the students should be able to:
CO1: Understand what a product is, the various levels which make it up, and different types of products.
CO2: Examine various challenges and issues involved in product planning and development.
CO3: Discuss and apply the concepts of test marketing and market entry of a product.
CO4: Recognize the features and importance of a brand and conduct branding research.
CO5: Understand the concept of brand loyalty and measuring brand performance.
CO6: Describe the role of various branding strategies in brand equity management.
Unit I
Product management: meaning, importance of the product manager’s job, planning and control systems for product management, product portfolio planning and analysis, Mapping, understanding company product/brands and competitive brand market position, Impact of global forces on products.
Unit II
Product planning and development: Meaning, objectives, Strategic reasons, processes challenges and issues, Forecasting demand, Estimating market opportunity, test marketing, types, design issues, Evaluation of test marketing results, Market entry decisions - Launching new product programs, National launching of new products, Tracking the launch, absorbing the new product in the mix.
Unit III
Basic understanding of brands: concepts and process, significance of a brand, brand mark and trade mark, Different types of brand: family brand, individual brand, private brand, Co-branding, selecting a brand name. Functions of a brand: branding decisions, influencing factors. Understanding customer-cased
brand equity. Monitoring brand performance. Branding research: Designing and implementing branding research, Brand design and structures.
Unit IV
Brand loyalty: loyalty programs, Building strong brands. Measuring brand performance, Brand extensions. Brand Equity Management: Brand Equity Measurement, Brand Leverage, Global Branding strategies, Brand Audit, Role of Brand Manager, Branding challenges & opportunities. Brand rejuvenation and re-launch, brand development through acquisition takes over and merger, relaunching the brand, need, methods and success rate
Note: Relevant Case Studies should be discussed in class.
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Classic Literature Reimagined: Discuss modern twists on classic novels.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed
do
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim
veniam, quis nostrud exercitation ullamco Lorem ipsum dolor sit amet,
consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Utenim ad minim veniam, quis nostrud exercitation
ullamco
Lorem ipsum dolor sit amet, consecte...
Classic Literature Reimagined: Discuss modern twists on classic novels.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed
do
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim
veniam, quis nostrud exercitation ullamco Lorem ipsum dolor sit amet,
consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Utenim ad minim veniam, quis nostrud exercitation
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