Overview of product, Product life cycle, Market-product fit; Positioning and reverse positioning, product augmentation; Product planning and entry into market; New product development and challenges; Brand and brand management; Customer based brand equity and brand positioning; Brand resonance and the brand value chain; Choosing brand Elements to build brand equity; Designing marketing programs to build brand equity; Integrating marketing communications to build brand equity; Leveraging secondary brand associations to build brand equity; Designing and implementing brand architecture strategies; Naming new products and brand extensions; Managing brands over time; Managing brands over geographic boundaries.