PRODUCT POLICY AND BRAND MANAGEMENT, Fourth Edition

Book excerpt: The book, now in its fourth edition, continues to elucidate the concepts and topics of Product Policy and Brand Management in a concise and clear manner. The text has been further enriched by introducing more case studies based on various mobile phones and smartphones as well as on generic drugs and pharmaceuticals to explain and highlight the concept of branding process. In addition, there are case studies on new product development, branding of foods, their positioning and pricing strategy. The book has been systematically divided into four parts. Part I on "Fundamentals of Product Management" throws light on the concepts of product and its management, role of product managers, product life cycle, diffusion models, developing a product manager, and the product planning system and strategies. Part II on "New Product Development and Its Barriers" explains the challenges that are faced by a new product during its development, the test marketing stages and its alternatives, launching a product, future trends of product management and success stories. Part III on "Brand Management" defines branding, branding decisions, brand equity, brand identity, and brand positioning. Whereas, Part IV “Live Case Studies” exclusively includes 40 live cases that provide analytical and practical insights to the readers on the discussed concepts. The text is primarily intended for the students of MBA, MMS, and ME/MTech (Industrial Management). Besides, the book is also a valuable source for practicing managers. TARGET AUDIENCE • MBA • MMS • ME/MTech (Industrial Management)