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Product Development and Brand Management - Course Outline

This document outlines a course on product development and brand management for marketing masters students, with the objectives of understanding new product development processes, the importance of branding and brand positioning, and evaluating branding alternatives. The course will cover topics such as new product planning, branding strategies, introducing new products and brands, brand positioning, and measuring customer-based brand equity. The instructor is Lamesgin A. and students can contact them at [email protected].

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140 views2 pages

Product Development and Brand Management - Course Outline

This document outlines a course on product development and brand management for marketing masters students, with the objectives of understanding new product development processes, the importance of branding and brand positioning, and evaluating branding alternatives. The course will cover topics such as new product planning, branding strategies, introducing new products and brands, brand positioning, and measuring customer-based brand equity. The instructor is Lamesgin A. and students can contact them at [email protected].

Uploaded by

tarkegn tumbo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Dire Dawa University

School of Graduate Studies


Department of Marketing Management

Course Title: Product Development and Brand Management


Course Code: MAMM1042
Credit Hours: 2
Target Group: Marketing Management MA Students
Instructor: Lamesgin A. (Asst. Prof)
Instructor’s email: lamesinayle@[Link]

Course Objectives
Upon completion of this course, students will be able to:
 Understand the scope of new product
 Comprehend the processes of new product development
 Recognize the importance of branding and brand positioning
 Specify the steps in brand development
 Identify and evaluating brand development
 Identify and evaluating branding alternatives
 Evaluate the necessity of developing new brands vs brand extensions
 Identify positioning frames of reference and guidelines

Chapter One – The nature of new product


The concept of product and new product
New product characteristics and consumer adoption
Types of new product
Marketing strategies for different new product

Chapter Two – New product planning and product development


New product planning
Reasons for developing new product
New product development process
Factors for new product success and failure
Chapter Three – Concept of branding and launching a new brand
Meaning of brand and brand elements
Evolution of branding
Brand and product relationship
Objectives of branding and values of a strong brand
Brand development
The stages of brand development
Criteria for choosing brand elements

Chapter Four – Brand Architecture


Branding strategies – brand portfolio
Generic naming
Corporate branding
Multi-branding
The role of brands in brand portfolio

Chapter Five – Introducing and naming new product and brand extension
A decision to name a new product
Brand extension as a growth strategy
When to extend brands
Category extension
Line extension

Chapter Six – Brand positioning values


Defining and establishing brand values
Identifying and establishing brand positioning
Frames of reference for brand positioning
Brand positioning guidelines
Brand revitalization

Chapter Seven – Customer based brand equity


What is brand equity?
Customer based brand equity
Brand resonance pyramid
Brand identity vs brand image

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