LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
M.Com. DEGREE EXAMINATION – COMMERCE
THIRD SEMESTER – NOVEMBER 2010
CO 3803 – BRAND MANAGEMENT
Date : 01-11-10 Dept. No. Max. : 100 Marks
Time : 9:00 – 12:00
SECTION – A
Answer ALL questions in about three lines each ( 10 x 2 = 20 )
- What is a brand?
- What is a brand equity measurement system?
- What is customer-based brand equity?
- What are the key drivers (programs) of relationship equity?
- State the 4 types of segmentation bases used for branding.
- What are the criteria used for choosing brand elements?
- What is perceived quality?
- What is the objective of value pricing?
Highlight the prime factors used for selling Brand New Zeland.
- What is a Brand Portfolio?
SECTION – B
Answer any FIVE in about 2 pages each ( 5 x 8 = 40 )
- What are the challenges a modern brand faces?
- Write a note on Brand Imagery.
- “The CBBE Model advocates 5 important branding tenets” – What are these?
- What is a brand mantra? How would you design a good brand mantra and implement it?
- Explain the 3 important relationship marketing issues which can impact the strength of brand.
- What are the advantages and disadvantages of co-branding?
- What is Breadth of a Branding Strategy?
- Briefly explain how a brand can be revitalized?
SECTION – C
Answer any TWO in about 4 pages each (2 x 20 = 40 )
- What is brand awareness? What are its consequences? How can it be established?
- Write a note on Packaging and its significance for building a brand’s equity.
- Explain the criteria to be used for evolving an efficient integrated marketing communications program for branding.
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