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.

 

Go To Main Page