Product and Brand Management (NPTEL, IIT Roorkee)

About this course

An NPTEL course on managing products and brands: product concepts and strategy, the product life cycle, innovation, and building brand equity. Who it's for: management students and marketing professionals. These are the free, official videos of the "Product and Brand Management" playlist (NPTEL) from the IIT Roorkee July 2018 YouTube channel (youtube.com/@iitroorkeejuly). All videos belong to NPTEL and IIT Roorkee; Sikhami is not affiliated with NPTEL and IIT Roorkee and simply arranges the public playlist into a course, so you can learn one lesson at a time and keep track of your progress.

What you will learn

• Product concepts, classification and positioning • The product life cycle and product portfolio management • Product strategy, distribution and innovation • Design thinking for products • Defining brands and customer-based brand equity • The brand value chain, brand portfolios and brand loyalty

Course content

1 section · 61 lectures · 31h 48m

1. 1. Product and Brand Management

   • Product and Brand Management4m
   • Lecture 01: Introduction to Product & Brand Management30m
   • Lecture 02 : Defining Product31m
   • Lecture 03 : Terminologies Associated with Product - 130m
   • Lecture 04: Terminologies Associated with Product - 230m
   • Lecture 05 : Terminologies Associated with Product - 331m
   • Lecture 06: Terminologies Associated with Product - 429m
   • Lecture 07: Product Management & Concepts Associated with Product30m
   • Lecture 08: Product Classification32m
   • Lecture 09: Product Differentiation and its Elements - 130m
   • Lecture 10: Product Differentiation and its Elements - 231m
   • Lecture 11: Product Positioning - 132m
   • Lecture 12: Product Positioning - 235m
   • Lecture 13: Product Life cycle -130m
   • Lecture 14: Product Life Cycle - 232m
   • Lecture 15: Product Life Cycle - 330m
   • Lecture 16: Saddle Effect & Relationship of Product with Marketing Mix Elements30m
   • Lecture 17: Market and Product Planning- 130m
   • Lecture 18: Market and Product Planning- 233m
   • Lecture 19: Product Strategy and Decisions- 130m
   • Lecture 20: Product Strategy and Decisions- 231m
   • Lecture 21: Product Decisions32m
   • Lecture 22: Product Portfolio Management32m
   • Lecture 23: Product Category Management30m
   • Lecture 24: Customer Analysis31m
   • Lecture 25: Competitors Analysis31m
   • Lecture 26: Product Pricing32m
   • Lecture 27: Product Pricing and Packaging29m
   • Lecture 28: Product Distribution31m
   • Lecture 29: Design Thinking- 130m
   • Lecture 30: Design Thinking- 230m
   • Lecture 31: Design Thinking – 330m
   • Lecture 32: Product Innovation -131m
   • Lecture 33: Product Innovation – 231m
   • Lecture 34: New Product Development31m
   • Lecture 35: Reflexivity, Insight, and Value Co-Creation33m
   • Lecture 36: Brand Management30m
   • Lecture 37: Defining Brand31m
   • Lecture 38: Strategic Brand Management Process32m
   • Lecture 39: Brand Proposition32m
   • Lecture 40: Customer-based Brand Equity -130m
   • Lecture 41: Customer-based Brand Equity 230m
   • Lecture 42: Brand Positioning35m
   • Lecture 43: Brand Resonance Model33m
   • Lecture 44: Brand Value Chain -130m
   • Lecture 45: Brand Value Chain- 231m
   • Lecture 46: Brand Equity Elements - 131m
   • Lecture 47: Brand Equity Elements- 232m
   • Lecture 48: Designing Marketing Programs to Build Brand Equity31m
   • Lecture 49: Secondary Brand Associations31m
   • Lecture 50: Brand Audit and Research32m
   • Lecture 51: Brand Architecture Strategies And Brand Portfolio29m
   • Lecture 52: Brand Portfolio And Brand Hierarchies33m
   • Lecture 53: Brand Equity: Measuring Outcomes- 132m
   • Lecture 54: Brand Equity: Measuring Outcomes- 234m
   • Lecture 55: Brand Extension32m
   • Lecture 56: Brand Experience & Brand Loyalty31m
   • Lecture 57: Brand Continuum & Brand Reinforcement31m
   • Lecture 58: Brand Revitalization & Repositioning33m
   • Lecture 59: Rebranding, Brand Demise & Brand Lifecycle32m
   • Lecture 60: Product & Brand Management- Conclusion32m