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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