Product and Brand Management: A Strategic Approach

In today’s hyper-competitive and rapidly evolving global marketplace, creating a quality product is only the first step toward business viability. Long-term success requires a deliberate, strategic bridge between functional product development and the creation of enduring brand equity. Product and Brand Management: A Strategic Approach was written to provide management students, academic researchers, and industry professionals with a rigorous yet accessible framework for navigating this continuous journey. Drawing upon over two decades of teaching, research, and empirical study, this text merges core theoretical foundations with practical execution. Special focus is given to dynamic, high-growth landscapes—such as the emerging Indian market—examining real-world challenges, market nuances, FMCG and FMCD dynamics, and digital brand transformations. Organization of the Book The book is structured into three comprehensive parts designed to guide the reader logically from foundational product mechanics to high-level brand strategy: Part 1: Product Management (p. 1) focuses on the core lifecycle of market offerings. It covers fundamental product concepts, classifications, and levels, alongside key manager roles and challenges. Readers are introduced to product mix strategies, customization, New Product Development (NPD), and tailored Product Life Cycle (PLC) management across various sectors. Part 2: Branding (p. 63) transitions into the qualitative aspects that shape customer perception. This section explores the fundamentals of branding, brand image, relationships, and identity tools such as the Brand Identity Prism, brand personality, positioning, and loyalty frameworks. Part 3: Brand Management (p. 117) addresses strategic brand growth and long-term equity. Key topics include brand architecture, equity measurement, brand rejuvenation, social media branding, ethics, and critical evaluations of brand successes and failures. It is my hope that this text serves as both an insightful academic guide and a valuable desk reference for practitioners striving to build, launch, and sustain meaningful market offerings.