In the wake of globalization, the corporate world is realizing potentiality and significance of product and brand management in shaping the future of their companies. As a matter of fact, business is marketing and marketing is all about products and brands. In the world’s business history, several companies have closed their businesses because of faulty and ineffective management of products and brands.

Contents

1. Product Management

2. Understanding Indian Market Environment

3. Market Segmentation and Targeting

4. Product Classification

5. Product Life Cycle

6. New Product Development

7. Product Positioning Strategies

8. Packaging Management

9. Branding

10. Brand Loyalty

11. Brand Valuation Methods

12. Co-branding

13. Brand Logos and Mascots

14. Brand Revitalization

15. Brand Ambassadors

16. Brand Placement

17. Global Brands

18. Brand Building

19. Brand Equity

20. Brand Extension

21. New Brand Failures

22. Branding in Other Sectors

23. Customer Relationship Management

24. Case Analysis

25. References