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  • Brand Management 2

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    Fatima Beena
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    1. The document appears to be an exam paper for a Brand Management course, consisting of multiple choice and long answer questions. 2. Some of the questions ask students to discuss challenges in developing brands, reasons for foreign brand failures in India, concepts like brand positioning and reinforcement. 3. Another question provides a case study about two entrepreneurs launching a mushroom cultivation business and asks how to guide them on product strategies, branding positioning and strategies. 4. The final section has a compulsory question asking about the meaning of co-branding and the concept of reach and awareness co-branding.

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    1. The document appears to be an exam paper for a Brand Management course, consisting of multiple choice and long answer questions. 2. Some of the questions ask students to discuss challenges in developing brands, reasons for foreign brand failures in India, concepts like brand positioning and reinforcement. 3. Another question provides a case study about two entrepreneurs launching a mushroom cultivation business and asks how to guide them on product strategies, branding positioning and strategies. 4. The final section has a compulsory question asking about the meaning of co-branding and the concept of reach and awareness co-branding.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    23 views2 pages

    Brand Management 2

    Uploaded by

    Fatima Beena
    1. The document appears to be an exam paper for a Brand Management course, consisting of multiple choice and long answer questions. 2. Some of the questions ask students to discuss challenges in developing brands, reasons for foreign brand failures in India, concepts like brand positioning and reinforcement. 3. Another question provides a case study about two entrepreneurs launching a mushroom cultivation business and asks how to guide them on product strategies, branding positioning and strategies. 4. The final section has a compulsory question asking about the meaning of co-branding and the concept of reach and awareness co-branding.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    of 2

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    "r Us# $% M"&#ra'"r "(l%

    A%%epted

    Re5e%ted 9ame : !!!! )ignature : !!

    VI SEMESTER END TERM EXAMINATION: April, 2013


    PROGRAMME NAME : BBA VI
    COURSE CODE COURSE TITLE: Brand Management

    Regular
    Time: --3------- Hrs

    Repeaters

    Both
    Max Marks: 70

    Note: Attempt questions from all sections as directed.

    Section - A : Attempt any five questions out of six. Each question carries 06 marks.
    Q ! "e#eloping $rand is mu%h more di&&i%ult than de#eloping a produ%t! 'omment

    [30 Marks

    Q(! )ome o& the &amous &oreign $rands introdu%ed in India ha#e &ailed initiall*! Brie&l* dis%uss possi$le reasons! Q+! ,rite short notes on an* ( o& the &ollo-ing: a. Brand %hallenges / opportunities! $. Brand port&olio! %. Brand hierar%h*! Q0! ,hat is $rand positioning1 Q2! ,hat is Brand Rein&or%ement1 Q3! ,hat is $rand re%all and ho- is it $uilt1

    Section ! : Attempt any t"o questions out of three. Each question carries #0 marks.
    Marks

    [20

    Q7! ,h* $rand positioning / $rand $uilding is ne%essar*1 Illustrate *our ans-er -ith suita$le example! Q4! . Vai$ha# and Ra5an are t-o enterprising *outh! The* ha#e passed out &rom a premier management institute! The* de%ided instead o& doing a 5o$6 the* -ill laun%h &resh #egeta$les in Indian Marketing! Ha#ing learnt o& the &uture %on#entional &oods6 the* de%ided to #enture into %ulti#ation o& mushrooms! Mushrooms are kno-n to $e the $est alternati#e &ood &or #egetarians! 7or Vai$ha# and Ra5an &und raising -as a serious handi%ap &or Mass 8rodu%tion! Ho-e#er6 the &irst trial $at%h o& mushrooms that the* produ%ed -as $ought $* star hotel in 8une! 7urther the hotel pla%ed orders &or suppl* o& (0kgs e#er* da*! Vai$ha# and Ra5an -ant to sell mushrooms in a #er* $ig -a* all o#er India! Ho- -ill *ou guide Vai$ha# and Ra5an in: a. 8rodu%t strategies! $. Brand 8ositioning!

    %. Brand )trategies! Q:! ,hat is 'o;$randing1 <xplain the meaning o& the term rea%h and a-areness 'o;$randing!

    Section - $
    Q 0!

    : $ompulsory question

    [20 Marks

    ======= )ignature o& 8aper )etter 9ame o& 8aper )etter <mplo*ee 'ode

    Note: T)# pap#r s)"*l& $# '%p#& i( &"*$l# spa+# a(& s)"*l& $# &#l#'#& ,r"- ')# +"-p*'#r i--#&ia'#l% a,'#r 'aki(. ')# pri('/

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