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  • Instructions:: Gujarat Technological University

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    Hardik Rakholiya
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    This document contains instructions and questions for an exam on product and brand management. It lists 5 questions, with options to answer either part (a) or (b) of some questions. The questions cover topics such as levels of market competition, new product development stages, product strategy, product life cycles, branding challenges and opportunities, sources of brand equity, brand elements, points of parity and differentiation, personalizing marketing concepts, co-branding advantages and disadvantages, brand value chains, measuring brand equity, brand hierarchy levels in strategies, cause marketing and brand equity, brand extension classifications and advantages/disadvantages, and advantages and disadvantages of global marketing programs.

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    This document contains instructions and questions for an exam on product and brand management. It lists 5 questions, with options to answer either part (a) or (b) of some questions. The questions cover topics such as levels of market competition, new product development stages, product strategy, product life cycles, branding challenges and opportunities, sources of brand equity, brand elements, points of parity and differentiation, personalizing marketing concepts, co-branding advantages and disadvantages, brand value chains, measuring brand equity, brand hierarchy levels in strategies, cause marketing and brand equity, brand extension classifications and advantages/disadvantages, and advantages and disadvantages of global marketing programs.

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    Download as PDF, TXT or read online from Scribd
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    Download as pdf or txt
    13 views1 page

    Instructions:: Gujarat Technological University

    Uploaded by

    Hardik Rakholiya
    This document contains instructions and questions for an exam on product and brand management. It lists 5 questions, with options to answer either part (a) or (b) of some questions. The questions cover topics such as levels of market competition, new product development stages, product strategy, product life cycles, branding challenges and opportunities, sources of brand equity, brand elements, points of parity and differentiation, personalizing marketing concepts, co-branding advantages and disadvantages, brand value chains, measuring brand equity, brand hierarchy levels in strategies, cause marketing and brand equity, brand extension classifications and advantages/disadvantages, and advantages and disadvantages of global marketing programs.

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    of 1

    Seat No.

    : ________

    Enrolment No.______________

    GUJARAT TECHNOLOGICAL UNIVERSITY


    M.B.A -IVth SEMESTEREXAMINATION MAY- 2012

    Subject code: 840102 Subject Name: Product and Brand Management (PBM) Time: 10:30 am 01:30 pm

    Date: 21/05/2012 Total Marks: 70

    Instructions:
    1. Attempt all questions. 2. Make suitable assumptions wherever necessary. 3. Figures to the right indicate full marks. Q.1 (a) Explain levels of market competition with suitable example. (b) Explain aggregate factors that are important indicators of attractiveness of product category. Q.2 (a) Briefly explain new product development stages. (b) Explain elements of product strategy. OR (b) Discuss the concept of product life cycle (PLC). Comment on PLC as an aid to new product development planning strategies. (a) What is branding? Briefly explain branding challenges and opportunities. (b) Explain the sources of brand equity. Q.3 OR (a) Explain different tactics for brand elements. (b) Define and explain Points of parity and point of difference? Q.4 (a) Briefly explain personalizing marketing concepts. (b) Explain co-branding. Also list down advantages and disadvantages of cobranding. Q.4 OR (a) Explain the value stages of brand value chain. (b) Explain quantitative research techniques for measuring sources of brand equity. Q.5 (a) Explain Brand hierarchy levels and use of those levels in designing a branding strategy. (b) How cause marketing use to build brand equity. Also list down advantages of cause marketing. Q.5 OR (a) Explain brand extension classification. Also list down advantages and disadvantages of brand extension. (b) Briefly explain advantages and disadvantages of global marketing programs.
    *************

    07 07

    07 07 07

    Q.3

    07 07 07 07 07 07

    07 07 07

    07

    07

    07

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