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Product and Brand Strategy

In: Contemporary Marketing Strategy

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  • Rajagopal

    (Tecnologico de Monterrey)

Abstract

Concepts and arguments are woven around discussion on the product and brand strategies in this chapter. The product strategies haves been addressed in this chapter deliberating on product-mix, product lifecycle, and product planning and consumer relations. The discussion on product-mix include extended product strategies, product overlap strategies, product scope strategies, product design strategy, and product diversification strategies. The second part of the chapter discusses the brand management concepts concerning brand building, brand launching, brand governance, and brand communication. The section on brand governance deliberates on brand-consumer segment, co-creation of brands, and breakthrough brands in this chapter. The leaning objective in this chapter is to gain knowledge on developing a right product strategy for a right market, and avoid the situation of product failure. This chapter aims at delivering knowledge and skills on new product management in the competitive marketplace.

Suggested Citation

  • Rajagopal, 2019. "Product and Brand Strategy," Springer Books, in: Contemporary Marketing Strategy, chapter 0, pages 151-188, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-11911-9_6
    DOI: 10.1007/978-3-030-11911-9_6
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