LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

RO 47

THIRD SEMESTER – APRIL 2008

CO 3803 – BRAND MANAGEMENT

 

 

 

Date : 02-05-08                  Dept. No.                                        Max. : 100 Marks

Time : 9:00 – 12:00

SECTION – A

 

Answer ALL questions in not more than 3 lines each                   (10×2=20 marks)

 

1. What is the augmented product level?
2. What is social risk?
3. Briefly explain how ideas and causes can be branded.
4. State the 3 key drivers in customer equity.
5. What is brand performance?
6. What is brand quality?
7. What is brand superiority?
8. State the 3 positioning deliverability criteria.
9. What is an URL?
10. What is perceived quality?

 

SECTION – B

 

Answer any 5 in not more than 2 pages each.                                (5×8=40 marks)

 

1. How can brands benefit consumers?
2. What are Brand Feelings? Explain the 6 important types of brand building feelings.
3. “Arriving at the proper positioning requires establishing the correct PODs and POPs associations  with the brand – Discuss.
4. Explain the information processing model of communications.
5. What is Personal Selling? How can it be done effectively? How is it relevant for branding?
6. Explain the Integrated Marketing Communication choice criteria in the context of branding.
7. What is ingredient branding? What are its advantages and disadvantages? Explain the guidelines to be followed for effectively using this strategy.
8. How can celebrity branding be used for creating secondary brand associations?

 

SECTION – C

 

Answer any 2 in not more than 4 pages each.                                (2×20=40 marks)

 

1. What are the sources of brand equity?
2. Explain the criteria to be used for choosing Brand Elements. Give examples.
3. What are the advantages and disadvantages of a standardized global marketing program for launching a brand in overseas markets?

 

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