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             LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034  M.Com DEGREE EXAMINATION – COMMERCE

AT 25

THIRD SEMESTER – NOV 2006

         CO 3803 – BRAND MANAGEMENT

 

 

Date & Time : 27-10-2006/9.00-12.00         Dept. No.                                                       Max. : 100 Marks

 

 

SECTION – A          

 

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

 

1. Give a brief definition of Brand Equity.
2. State the 5 levels of a product.
3. What is a Brand Mantra?
4. What is Brand Value Chain?
5. What are the 3 components of Brand Equity Management System?
6. What are Brand benefits from a customer’s perspective?
7. What is the role of a low-end-entry-level brand?
8. What is the role of a product discriptor?
9. What is a brand line?
10. Briefly explain the concept of Brand Portfolio.

 

SECTION – B

 

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

 

11. Explain the significance of Branding for the following:

(a) Physical goods       (b) On-line products and services

(c) Sports, art and entertainment

12. What are the factors to be considered while retiring a brand?
13. What is the procedure for naming a Brand?
14. Explain the segmentation bases used for Branding.
15. Write short notes on: (a) experiential marketing

(b) One-to-one marketing

(c) Permission marketing

16. What is Relationship marketing in the context of Branding?
17. How would you set a price to build brand equity?
18. Write short notes on: (a) Program multiplier, (b) market multiplier

 

SECTION – C                      

 

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

 

19. What is Corporate Brand Level? Write a note on the chief “corporate image”
    dimensions.
20. How would you revitalize brands?
21. Explain the naming guidelines for Brands.

 

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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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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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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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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 )

 

1. What is a brand?

 

2. What is a brand equity measurement system?

 

3. What is customer-based brand equity?

 

4. What are the key drivers (programs) of relationship equity?

 

5. State the 4 types of segmentation bases used for branding.

 

6. What are the criteria used for choosing brand elements?

 

7. What is perceived quality?

 

8. What is the objective of value pricing?
9. 
   Highlight the prime factors used for selling Brand New Zeland.

 

10. What is a Brand Portfolio?

 

SECTION – B

 

Answer any FIVE in about 2 pages each                                                                                     ( 5 x 8 = 40 )

 

11. What are the challenges a modern brand faces?

 

12. Write a note on Brand Imagery.

 

13. “The CBBE Model advocates 5 important branding tenets” – What are these?

 

14. What is a brand mantra? How would you design a good brand mantra and implement it?

 

15. Explain the 3 important relationship marketing issues which can impact the strength of brand.

 

16. What are the advantages and disadvantages of co-branding?

 

17. What is Breadth of a Branding Strategy?

 

18. Briefly explain how a brand can be revitalized?

 

SECTION – C

 

Answer any TWO in about 4 pages each                                                                                    (2 x 20 = 40 )

 

19. What is brand awareness? What are its consequences? How can it be established?

 

20. Write a note on Packaging and its significance for building a brand’s equity.

 

21. Explain the criteria to be used for evolving an efficient integrated marketing communications program for branding.

 

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LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

THIRD SEMESTER – APRIL 2012

CO 3803 – BRAND MANAGEMENT

 

 

Date : 24-04-2012             Dept. No.                                        Max. : 100 Marks

Time : 1:00 – 4:00

 

SECTION – A           Answer ALL questions in about three lines each:                     ( 10 x 2 = 20 )

 

1. State any three advantages a consumer gets from a brand.
2. Give a brief definition of Brand Equity.
3. What is relationship equity?
4. State the important behavioral segmentation bases used for branding.
5. What are core brand values?
6. State the guidelines for high impact packaging.
7. Enumerate Candor’s Brand Name Taxonomy.
8. State any four tenets of T.Q.M.
   9. State the general marketing communication guidelines in the context of branding.
9. State the different entities which can create secondary brand knowledge for a brand.

 

SECTION – B            Answer any FIVE in about 2 pages each:                                     ( 5 x 8 = 40 )

 

11. Why do manufacturers consider brands as valuable assets?
12. Write a note on brand judgements.
13. What are the steps to be taken in the naming procedure for a new brand?
14. Give a broad explanation of the major dimensions of relationship marketing.
15. Define Place Advertising. Explain the options available under this head.
16. Write a note on the Program Multiplier.
17. Explain brand hierarchy.
18. What are the disadvantages of a global marketing program?

 

SECTION – C                Answer any TWO in about 4 pages each:                              (2 x 20 = 40 )

 

19. Write a note on the sources of brand equity.
20. Explain the factors in the strategy which are used to leverage and establish points of parity and

difference for brand positioning.

21. Explain the responsibilities and duties for properly managing brand equity.

 

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LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

THIRD SEMESTER – NOVEMBER 2012

CO 3803 – BRAND MANAGEMENT

 

 

Date : 03/11/2012            Dept. No.                                        Max. : 100 Marks

Time : 9:00 – 12:00

 

SECTION- A

 

Answer ALL the Questions in this section:                                                                  (10 x 2 = 20 Marks)

Explain the meaning of the following:

 

1. Brand Value Chain.
2. Brand Portfolio.
3. Brand Salience.
4. Points of Difference.
5. Brand Audit.
6. Packaging.
7. Permission Marketing.
8. Sachet Pricing.
9. Sales Promotion.
10. Repositioning the Brand.

 

SECTION- B

 

Answer any FIVE Questions in this section:                                                                  (5 x 8 = 40 Marks)

 

11. What are the challenges, faced by the Brand builders in building strong brands?
12. Describe the marketing advantages of strong brands.
13. List out the Ten Commandments of Emotional Branding.
14. Write down the top ten naming mistakes.
15. Explain how consumers form their opinions of the quality and value of a product.
16. What are the six steps that must occur for a person to be persuaded by any form of communication?
17. What are the determinants of Corporate Image?
18. Discuss the long-term effects of marketing actions on Brand equity.

 

SECTION- C

Answer any TWO Questions in this section:                                                      (2 x 20 = 40 Marks)

 

19. Discuss the strategic brand management process.
20. Discuss how marketers can use the relationship marketing perspective in formulating product strategy and offerings.
21. Think of a Brand with which you had any experience due to its relationship marketing, permission marketing, experiential marketing, or one-to-one marketing? What did the brand do? Why was it effective? Could others learn from that?

 

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