LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

KP 49

THIRD SEMESTER – April 2009

CO 3803 – BRAND MANAGEMENT

 

 

 

Date & Time: 23/04/2009 / 1:00 – 4:00       Dept. No.                                                       Max. : 100 Marks

 

 

SECTION – A

Answer ALL questions in not more than 5 times each:                             (10 x 2 = 20)

 

1. Give a brief definition of a brand.
2. State the 5 product levels.
3. Briefly explain the concept – Brand Equity.
4. What is Brand Judgement?
5. What is Brand Credibility?
6. What is URL?
7. What is a Logo?
8. What is Mass Customization?
9. What is Event Marketing? How is it significant for Branding?
10. State any 3 advantages of a global marketing program.

SECTION – B

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

 

11. How do Brands help consumers?
12. How can the following be branded:

• services (b) retailer        (c) people        (d) entertainment        (e) geographic locations

13. What are the challenges in Branding?
14. What are the advantages in creating a high level of brand awareness?
15. Write a note on Brand Imagery.
16. How can branding be enhanced and strengthened by packaging?
17. Briefly explain the criteria for choosing brand elements.
18. Explain the different types of Personalized Marketing.

SECTION – C

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

 

19. What is Strategic Brand Management Process?
20. What are the guide lines to be used for positioning a brand accurately?
21. What are the advantages and disadvantages of Brand Extensions?

 

 

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