LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

TH 47

M.Com. DEGREE EXAMINATION – COMMERCE

THIRD SEMESTER – APRIL 2007

CO 3803 – BRAND MANAGEMENT

 

 

 

Date & Time: 26/04/2007 / 9:00 – 12:00      Dept. No.                                       Max. : 100 Marks

 

 

 

 

SECTION – A                                    (10 x 2 = 20 marks)

 

Answer all questions in not more than 3 lines each.

 

1. Define a Brand.
2. State the different types of risks consumers perceive while consuming products.
3. State any two principles of Branding.
4. What are Brand Values?
5. What is Brand Audit?
6. Explain the concept of CBBE.
7. State any 2 advantages of a Strong Brand.
8. What are brand attributes?
9. What is the role of a flanker brand?
10. What is “modifier” level?

 

SECTION – B                                    (5 x 8 = 40 marks)

 

Answer any FIVE in not more than 2 pages each.

 

11. How can brands benefit manufacturers?
12. What are the difficulties and challenges in Brand Management?
13. What are the consequences of Brand Awareness?
14. Write short notes on : (a) Brand Image (b) Strength of brand association.
15. Explain the factors which make up the breadth of a branding strategy.
16. Explain the criteria which guide segmentation. What are the bases for segmenting users and non-users?
17. What is a Brand Mantra? How is it designed?  What are the important considerations to be taken into account to design effective mantras?
18. Write short notes on : (a) Logos     (b)  Symbols    (c) Characters   (d) Slogans

 

SECTION – C                                    (2 x 20 = 40 marks)

 

Answer any TWO in not more than 4 pages each.

 

19. Briefly explain the six branding blocks necessary to build strong brands.
20. How can Packaging be used to realize branding objects? What are the ways in which packaging can help branding?
21. Write a note on the positioning guide-lines for brands.

 

 

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