Skip to main content
SpringerLink
Log in

Product and Brand Strategy

  • Chapter
  • First Online:
Contemporary Marketing Strategy

  • 4203 Accesses

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 119.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 159.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Aaker, D. (2004). Leveraging the Corporate Brand. California Management Review,46(3), 6–18.

    Article  Google Scholar 

  • Aaker, D. A., & Joachimsthaler, E. (1999). Lure of Global Branding. Harvard Business Review,77(6), 137–144.

    Google Scholar 

  • Bauer, H. H., Hammerschmidt, M., & Matthias, S. (2004, February). Analyzing Product Efficiency: A Customer Oriented Approach (Working Paper), Mannheim, Germany: University of Mannheim.

    Google Scholar 

  • Berman, B. (2011). Strategies to Reduce Product Proliferation. Business Horizons,54(6), 551–553.

    Article  Google Scholar 

  • Davies, A. (2004). Moving Base into High-Value Integrated Solutions: A Value Stream Approach. Industrial and Corporate Change,13(5), 727–756.

    Article  Google Scholar 

  • De Meyer, A. (2011, September 15). Diving Into the New Innovation Landscape. IESE-Insight Magazine.

    Google Scholar 

  • Easingwood, C., & Harrington, S. (2002). Launching and Re-Launching High Technology Products. Technovation,22(11), 657–666.

    Article  Google Scholar 

  • Erhun, F., Concalves, P., & Hopman, J. (2007). Art of Managing New Product Transitions. Sloan Management Review,48(3), 73–80.

    Google Scholar 

  • Fixson, S. K. (2005). Product Architecture Assessment: A Tool to Link Product, Process, and Supply Chain Design Decisions. Journal of Operations Management,23(3–4), 345–369.

    Article  Google Scholar 

  • Fleming, l. (2007). Breakthroughs and the “Long Tail” of Innovation. MIT Sloan Management Review, 49(1), 69–74.

    Google Scholar 

  • Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research,24(1), 343–373.

    Article  Google Scholar 

  • Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the Customer Base of Service Providers: An Examination of the Difference between Switchers and Stayers. Journal of Marketing,64(3), 65–87.

    Article  Google Scholar 

  • Gino, F., Toffel, M. W., & van Sice, S. (2013). FIJI Water: Carbon Negative. Boston, MA: Harvard Business School Press.

    Google Scholar 

  • Grieves, M. (2005). Product Lifecycle Management: Driving the Next Generation of Lean Thinking. New York, NY: McGraw Hill.

    Google Scholar 

  • Gupta, S., Lehmann, D. R., & Stuart, J. A. (2003). Valuing Customers (pp. 03–08). No: HBS Marketing Research Paper.

    Google Scholar 

  • Hamel, G. (2006). Why, What, and How of Management Innovation. Harvard Business Review, 84(2), 72–84.

    Google Scholar 

  • Hayes, R. H., & Wheelwright, S. C. (1979). Link Manufacturing Process and Product Life Cycles. Harvard Business Review,57(1), 133–140.

    Google Scholar 

  • Herremans, I. M., Ryans, J. K., Jr., & Aggarwal, R. (2000). Linking Advertising and Brand Value. Business Horizons,43(3), 19–26.

    Article  Google Scholar 

  • Kandybin, A. (2009). Which Innovation Efforts Will Pay? MIT Sloan Management Review,51(1), 53–60.

    Google Scholar 

  • Knight, P., & Willigan, G. E. (1992). High-Performance Marketing: An Interview with Nike’s Phil Knight. Harvard Business Review,70(4), 91–101.

    Google Scholar 

  • Kumar, S. R., & Minj, E. (2012). Himalaya Face Wash: Brand Associations and Lifestyles. Boston, MA: Harvard Business School.

    Google Scholar 

  • Levitt, T. (1965). Exploit the Product Life Cycle. Harvard Business Review,43(6), 81–94.

    Google Scholar 

  • Lodish, L. M., & Mela, C. F. (2007). If Brands Are Built over Years, Why Are They Managed over Quarters? Harvard Business Review,85(7/8), 104–112.

    Google Scholar 

  • McDonough, E. F., Zack, M., Lin, H. E., & Berdrow, I. (2008). Integrating Innovation Style and Knowledge into Strategy. MIT Sloan Management Review,50(1), 53–58.

    Google Scholar 

  • Michalakelis, C., Varoutas, D., & Sphicopoulos, T. (2010). Innovation Diffusion with Generation Substitution Effects. Technological Forecasting and Social Change,77(4), 541–557.

    Article  Google Scholar 

  • Moon, Y. (2005). Break Free from the Product Life Cycle. Harvard Business Review,83(5), 86–94.

    Google Scholar 

  • Oberoi, J. S., Khamba, J. S., Sushil, & Kiran, R. (2008). An Empirical Examination of Advanced Manufacturing Technology and Sourcing Practices in Developing Manufacturing Flexibilities. International Journal of Services and Operations Management, 4(6), 652–671.

    Article  Google Scholar 

  • Rajagopal. (2010). Bridging Sales and Services Quality Function in Retailing of High Technology Consumer Products. International Journal of Services and Operations Management, 7(2), 177–199.

    Article  Google Scholar 

  • Rajagopal. (2016). Sustainable Growth in Global Markets: Strategic Choices and Managerial Implications. Basingstoke, UK: Palgrave Macmillan.

    Google Scholar 

  • Rajagopal, & Rajagopal, A. (2011). Product Strategy and Six Sigma: Challenges, Convergence and Competence. Hauppauge, New York: Nova Science Publishers Inc.

    Google Scholar 

  • Reichheld, F. F., & Sasser, W. E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review,68(5), 105–111.

    Google Scholar 

  • Roberts, J. H. (2005). Defensive Marketing: How a Strong Incumbent Can Protect Its Position. Harvard Business Review,83(11), 150–157.

    Google Scholar 

  • Ruokonen, M. (2008). Market Orientation and Product Strategies in Small Internationalizing Software Companies. Journal of High Technology Management Research,18(2), 143–156.

    Article  Google Scholar 

  • Ulrich, D., & Smallwood, N. (2007). Building a leadership brand. Harvard Business Review,85(7–8), 92–100.

    Google Scholar 

  • Ulukaya, H. (2013). Chobani’s Founder on Growing a Start-Up Without Outside Investors. Harvard Business Review,91(10), 45–48.

    Google Scholar 

  • Werker, C. (2003). Innovation, Market Performance, and Competition: Lessons from a Product Life Cycle Model. Technovation,23(4), 281–290.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. EGADE Business School, Tecnologico de Monterrey, Santa Fe, Mexico City, Mexico

    Rajagopal

Authors
  1. Rajagopal
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Rajagopal .

Rights and permissions

Reprints and permissions

Copyright information

© 2019 The Author(s)

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Rajagopal (2019). Product and Brand Strategy. In: Contemporary Marketing Strategy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-11911-9_6

Download citation

Publish with us

Policies and ethics

Search

Navigation