LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

QB 22

M.Com. DEGREE EXAMINATION – COMMERCE

THIRD SEMESTER – November 2008

    CO 3803 – BRAND MANAGEMENT

 

 

 

Date : 05-11-08                 Dept. No.                                        Max. : 100 Marks

Time : 9:00 – 12:00

SECTION – A

Answer all questions in not more than 3 lines each:                                  (10 x 2 = 20 marks)

 

1. What is Brand Performance?
2. “4 Categories of intangibles can be linked to a brand” – State these intangibles.
3. What do you understand by the “Depth” of a branding strategy?
4. What is a Brand Symbol?
5. What is EDLP? What is its significance for a brand?
6. What is the difference between Public relations and publicity?
7. Briefly explain the essence of the “Breadth” of a branding strategy.
8. What is an Orphan brand?
9. What is Straddled positioning?
10. What is Domain name?

SECTION – B

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

 

11. What do you understand by the breadth of the Product Mix? How is it important for Brands?
12. How would you revitalize a fading brand?
13. What are the advantages of a global marketing program from a branding perspective?
14. How can the following benefit from branding?

• Retailers and Distributors
• On line products and services

15. What are the bases on which brand judgements made?
16. How would you update the position of a brand overtime?
17. What is Relationship marketing?
18. What is branding – “The New Zealand Way”?

SECTION – C

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

 

19. Explain the factors which create a strong brand image.
20. What is Brand Value Chain? Briefly explain the value stages.
21. What are the advantages of Brand Extensions.

 

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