Product and Brand Management

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a little girl

calls her doll

gurya

she has a bear

and she calls him

bhulu

you see this is how

we personify

products

and you would have seen

people

washing their cars lovingly

when they are on the driving seat

they feel like

as if

they are

kings or queens

you know

when

many of you wear your wrist watches

you feel like that you have a wonderful

product on your

wrist

personifying products

living with them

is what we do as consumers

marketers they understand this

and that is what

product management is all about

through that understanding

which they develop in due course of time

while

looking into the hearts of the customers

and reading their minds through

marketing research

they come up with

a relationship of products with

price place promotion

they come up with product mix

they look into lines they look into

width they look into depth

they look into product life cycle they

look into positioning of the product

and all these are concepts related to

product and product management

you'll be hearing about product families

product classes product categories

and

so much more

and then

this little girl

when she goes

to the shop with her parents

holding the hand of her father

she says i want a barbie doll

whom i would name gurya

and that is where brand comes in

that is how barbie became a brand

and there are so many brands

welcome to this fascinating world of

product and brand management ladies and

gentlemen

we live

in the world of brands

we love brands we admire brands

we talk about brands

we read their stories

and the brand managers

they understand this

they go for brand researches they go for

brand audits

they try to understand

everything with the perspective of

a paramedical structure starting from

salience to feelings to resonance

they look at brand and brand management

with the perspective of

a value chain starting from marketing

program investment to stockholders value

through

customer mindset and market performance

they they have a brand architecture in

mind

they

you know think like architects

they think like designers

they have brand architecture strategies

in mind

and they steer the brands through the

life cycles

basically

so there is an element of product life

cycle as well as brand life cycle

this course

encompasses all of this

and much more

i will be seeing you in this course

and

i am sure

you will enjoy this

welcome to product and brand management

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