CO Assessment - Direct Assessment Tool – INTERNAL ASSESSMENT TEST EXAMINATION CELL

CK College of Engineering and Technology Test MODEL

Approved by AICTE, Affiliated to Anna University, Chennai.
Accredited by NAAC with ‘B’ Grade, An ISO 9001:2015 certified Institution Academic Year
Jayaram Nagar, Chellangkuppam, Cuddalore 607 003 2018– 2019
Course Code & Title BA5001/BRAND MANAGEMENT
Year / Semester / Section II/III Department MBA Common for MBA
Reg. No. Duration 180 MINS Date Max. Mark 100

Part A (Answer All the Questions) 10 x 2 = 20 Marks

Q. No. Question (s) KL CO
1 Define Brand. L3 BA5001.1
2 What is Store brand? L1 BA5001.1
3 What is Brand vision? L1 BA5001.2
4 What is Brand value? L1 BA5001.2
5 Define Brand Image. L2 BA5001.3
6 What is the Role of Brand Ambassadors? L1 BA5001.3
7 Write the difference between Rebranding & Re-launching L1 BA5001.4
8 What is Brand Audit? L1 BA5001.4
9 Define Brand equity. L1 BA5001.5
10 What is Brand Leverage? L1 BA5001.5
Part B (Answer All the Questions) 5 x 13 = 65 Marks
Q.
Question (s) KL CO
No.
11 (a) Explain different types of brands. L2 BA5001.1

(or)

11 (b) Explain the functions & significance of brands. L2 BA5001.1

What is meant by Brand Positioning? Discuss its
12 (a) L3 BA5001.2
importance in terms of success of any brand.
(or)
What kind of role does consumer play in building a brand?
12 (b) L2 BA5001.2
Explain the steps involved in Brand building?
13 (a) Explain the factors influencing Brand Loyalty. L2 BA5001.3
(or)
13 (b) Explain different methods of Brand Promotion. L2 BA5001.3

Knowledge Level L1 - Remember, L2 - Understand, L3 – Apply, L4 - Analyze, L5 – Evaluate, L6 - Create

(KL) Form No.: AC26 Rev. No. 00 Effective Date: 22-02-2018
 CO Assessment - Direct Assessment Tool – INTERNAL ASSESSMENT TEST EXAMINATION CELL

14 (a) Explain different categories for Brand Extension. LI BA5001.4

(or)
14 (b) Enumerate the factors influencing Decision for extension. L2 BA5001.4
Explain the tactics to build measure and manage Brand
15 (a) L2 BA5001.5
equity.
(or)
15 (b) How do you measure Brand Performance? L1 BA5001.5

Part C (Answer All the Questions) 1 x 15 = 15 Marks

Discuss what factors contribute to the success or failure of
a brand in the market place by picking up one example
16 (a) L6 BA5001.5
each from an FMCG and Consumer Electronics your
choice.
(or)
Explain the challenges and opportunities for branding a
16 (b) L4 BA5001.5
mobile phone in current scenario.

Prepared by Verified by Approved by Audited by

Faculty In-charge Academic Coordinator Head of the Department IQAC Member

Details of Course Outcomes

Tick the
Weightage
Course CO’s
of marks
Outcome Description covered
allotted to
Code in this
each CO
QP
Have a solid understanding of the key ‘branding’
BA5001.1 concepts, methods and tools used by marketing 17
practitioners.
To provide the students with insights into the
BA5001.2 17
design and implementation of branding strategies.
Be able to more confidently engage in and
BA5001.3 17
contribute to ‘brand building’
To provide the appropriate theories, models, and
BA5001.4 17
other tools to make better branding decisions
To help the students to build, measure and
BA5001.5 32
manage brand-equity.

CK College of Engineering and Technology Test MODEL

Approved by AICTE, Affiliated to Anna University, Chennai. Academic Year

Knowledge Level L1 - Remember, L2 - Understand, L3 – Apply, L4 - Analyze, L5 – Evaluate, L6 - Create

(KL) Form No.: AC26 Rev. No. 00 Effective Date: 22-02-2018
 CO Assessment - Direct Assessment Tool – INTERNAL ASSESSMENT TEST EXAMINATION CELL

Accredited by NAAC with ‘B’ Grade, An ISO 9001:2015 certified Institution

Jayaram Nagar, Chellangkuppam, Cuddalore 607 003
2018– 2019

Course Code & Title BA5001/BRAND MANAGEMENT

Year / Semester / Section II/III Department MBA Common for MBA
Reg. No. Duration 180 MINS Date Max. Mark 100

Part A (Answer All the Questions) 10 x 2 = 20 Marks

Q. No. Question (s) KL CO
1 State any two features of a brand. L2 BA5001.1
2 What do you mean by co-branding? L1 BA5001.1
3 What do you mean by brand positioning? L1 BA5001.2
4 List out the brand elements. L1 BA5001.2
5 Difference between Brand Identity & Brand Image. L2 BA5001.3
6 What do you understand by brand communication? L1 BA5001.3
7 What is meant by brand dilution & brand imitation? L1 BA5001.4
8 What is meant by corporate rebranding? L1 BA5001.4
9 What do you mean brand performance? L1 BA5001.5
10 List out the role of brand managers. L1 BA5001.5
Part B (Answer All the Questions) 5 x 13 = 65 Marks
Q.
Question (s) KL CO
No.
11 (a) Explain Co-Branding and its types with examples. L2 BA5001.1

(or)
i. Discuss the importance Brand elements with examples. L4
11 (b) BA5001.1
ii. What do you mean by private labels? Explain. L2
12 (a) Discuss the stages in brand management process. L3 BA5001.2

(or)
Explain brand elements and how they are used in
12 (b) L2 BA5001.2
establishing brand values.
Discuss the importance of building brand image. Explain
13 (a) L2 BA5001.3
how to compete with foreign brands.
(or)
13 (b) Explain the roles of celebrities as brand ambassadors with L2 BA5001.3

Knowledge Level L1 - Remember, L2 - Understand, L3 – Apply, L4 - Analyze, L5 – Evaluate, L6 - Create

(KL) Form No.: AC26 Rev. No. 00 Effective Date: 22-02-2018
 CO Assessment - Direct Assessment Tool – INTERNAL ASSESSMENT TEST EXAMINATION CELL

successful brands in India.

14 (a) Discuss brand adoption practices in detail with examples. LI BA5001.4
(or)
Explain the concept of Rebranding & Relaunching with suitable
14 (b) L2 BA5001.4
examples
Elaborate the challenges faced by brand managers while
15 (a) L2 BA5001.5
building a brand.
(or)
Elaborate global branding strategies with suitable
15 (b) L1 BA5001.5
examples.

Part C (Answer All the Questions) 1 x 15 = 15 Marks

Brand is built in minds of people. Do you agree? Explain
16 (a) L6 BA5001.5
this context by taking any brand as example
(or)
Identify a fading brand. What are the suggestions you can
16 (b) offer to revitalize the brand equity? Evaluate the different L4 BA5001.5
strategies to revitalize the brand.

Prepared by Verified by Approved by Audited by

Faculty In-charge Academic Coordinator Head of the Department IQAC Member

Details of Course Outcomes

Tick the
Weightage
Course CO’s
of marks
Outcome Description covered
allotted to
Code in this
each CO
QP
Have a solid understanding of the key ‘branding’
BA5001.1 concepts, methods and tools used by marketing 17
practitioners.
To provide the students with insights into the
BA5001.2 17
design and implementation of branding strategies.
Be able to more confidently engage in and
BA5001.3 17
contribute to ‘brand building’
To provide the appropriate theories, models, and
BA5001.4 17
other tools to make better branding decisions
To help the students to build, measure and
BA5001.5 32
manage brand-equity.

Knowledge Level L1 - Remember, L2 - Understand, L3 – Apply, L4 - Analyze, L5 – Evaluate, L6 - Create

(KL) Form No.: AC26 Rev. No. 00 Effective Date: 22-02-2018