CORE CONCEPTS OF MANAGEMENT
MARKETING MANAGEMENT
FINANCIAL MANAGEMENT
HUMAN RESOURCES MANAGEMENT
OPERATIONS & PRODUCTION MANAGEMENT

Managing Brand Equity
As the product moves through the various stages of its life cycle (also see MM/M2 and MM/M5), and in keeping with the changing marketing environment (MM/M3), appropriate positioning strategies are called for. Positioning strategies that maintain and enhance the product’s brand equity. This dogged exercise of managing brand equity goes beyond mere positioning and repositioning strategies (MM/M4). The brand has also to defend its own turf. It may have to proliferate, it may have to extend itself. Is brand extension a prescription for success? Going by the ‘Core Competencies’ concept of C. K. Prahalad and the ‘Focus’ concept of Al Ries, brand extensions are fraught with extreme dangers. With Indian and foreign caselets of successes and failures, Mathew Paul, Director of Gallup MBA India Ltd., debates these issues as he conducts this lesson. There is a bag full of tricks, a bag full of skills and a bag full of techniques. These bags and a sense of history combine to develop sound judgement.
MM/PM1

23 Mins

29 Mins

45 Pages
Equivalent classroom time: 5hrs