CC A 14 F 53 C7 C D9 CE D

4 F 0 8 9 C
C5 5A4 145 5FF5 530C C75 5C8DD9C CE9 DC F2C
A 1 F C D F
5A 414 45F F53 30C7 75C 8D 9CE E9D CF 2C0 0F85
F 0 8 9 C 2
A4 4145 5FF 530 C75 5C8 D9 CE9 9DC F2 C0F F85C CC5
1 5 C D C D F C 8 A
41 45F FF53 30C 75C C8D 9CE E9D CF 2C0 0F8 5CC C5A 414
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F
14 FF 30 7 C8 9 E DC F2 0F 85 C A4 45 F
5F 5 C 5C D C 9D F C 8 C 5A 1 F 53
5F F53 30C 75C 8D 9CE E9D CF 2C0 0F8 5CC C5A 414 45FF F53 0C7
7 9 2 5 0
FF F530 0C7 5C8 8D9 CE 9DC CF2 C0F F85 CC5 5A4 4145 5FF 530 C75 5C8
5 C 5 D C 9 C C 1 F 5 C D
F5 30C 75 C8D 9C E9DDCF F2C 0F8 85C C5AA41 45F F53 30C 75C C8D 9C

66978
30 75 C8 9C E9 C 2C 0F 5C C5 4 45 F5 0C 75 8D 9C E9

Value)
30 C75 C8 D9C E9 DC F2C 0F 85C C5 A4 145 FF5 30C 75 C8D 9C E9 DC

Brands)
C D 1 F C D F
0C 75C C8D 9C E9DDCF F2C 0F8 85CC C5AA41 45F F53 30C 75C 8D 9CE E9D CF 2C0
E 0 4 7 9

Response)
5 F
75 8D 9C 9 C 2C F8 C 5A 41 5F 5 0C 5C 8D C 9D CF 2C F8 N.B:
C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C

Co-Branding)
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5FF
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F 53
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 30 C7 C8
5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53 C7 5C D9
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D CE
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C 5C 8D 9C 9D
FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30 75 8 9C E9 C
53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7 C8 D9 E DC F2
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C 5C D CE 9D F C0

Brand Extensions, Brand width)

75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8

Marketing, Integrated Marketing)

C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
Q1. a. Fill in the Blanks (ANY EIGHT)

D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5FF
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F 53
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 30 C7 C8
5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53 C7 5C D9
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D CE
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C 5C 8D 9C 9D
FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30 75 8 9C E9 C
53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7 C8 D9 E DC F2

Page 1 of 3
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C 5C D CE 9D F C0
75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8
C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
[Time: 21⁄2 hours]

D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
3. Illustrate your answers with examples
4. Rewrite the questions for Q1.a and b.
1. Figures to the right indicate full marks.

CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
choice.( Brand attitudes, Brand credibility, Brand judgment)

9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14

CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5FF
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F 53
2. Draw suitable diagrams wherever necessary

2C0F85CC5A4145FF530C75C8D9CE9DCF
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 30 C7 C8
support are called as ________. (Dogs, Question marks, Cash Cows)

brand name. ( Brand extensions, Brand variants, Brand Architecture)

5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53 C7 5C D9
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D CE
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C 5C 8D 9C 9D
FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30 75 8 9C E9 C
53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7 C8 D9 E DC F2
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C 5C D CE 9D F C0
Please check whether you have got the right question paper.

75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8

C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
Paper / Subject Code: 86003 / Marketing:Brand Management

D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5F
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 3
5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0

another brand which they does not trust.( Brand Awareness, Brand resonance, Brand loyalty)
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C

7. _____________ have been identified as branded items in a diverse set of durable and semi
3. __________ can be a means to renew interest in and liking for the brand.( Brand Image,

4. The brands those are kept around despite dwindling sales because they manage to hold on

5. The rapid Expansion of the internet and continued fragmentation of mass media have brought
sufficient number of customers and maintain their profitability with virtually no market
characters of other brands to market their own brands for some fixed fee.( Patents ,Licensing,

9. __________ is a scenario where the consumer fears purchasing and consuming product from
8. ____________ implies that the organization’s products and services bear a wide variety of
the need for _____________into sharp focus.( Experiential Marketing, Personalized
2. ___________ creates contractual arrangements whereby firms can use the names, logos,

10. The combination of Esteem and Knowledge forms ___________ which reflects current
brand performance and is a strong strategic indicator.( Brand Stature, brand strength, Brand
durable goods categories that are not directly comparable to other items carrying the same
6. The first stage in CBBE model is __________.(Brand Identity, Brand Meaning, Brand

brand names as opposed to the organization’s brand.( Brand width, Branded house ,House of
1. __________form consumers overall evaluations of a brand and often form the basis for brand

FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30
53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C
75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C
[ Marks:75]

(08)

C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9
0F 5 C5 4 45 F 30 75 8 9C
 CC A 14 F 53 C7 C D9 CE D
4 F 0 8 9 C
C5 5A4 145 5FF5 530C C75 5C8DD9C CE9 DC F2C
A 1 F C D F
5A 414 45F F53 30C7 75C 8D 9CE E9D CF 2C0 0F85
F 0 8 9 C 2
A4 4145 5FF 530 C75 5C8 D9 CE9 9DC F2 C0F F85C CC5
1 5 C D C D F C 8 A
41 45F FF53 30C 75C C8D 9CE E9D CF 2C0 0F8 5CC C5A 414

Q4.
Q3.
Q2.
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F
14 FF 30 7 C8 9 E DC F2 0F 85 C A4 45 F
5F 5 C 5C D C 9D F C 8 C 5A 1 F 53

c.
a.
c.
a.
c.
a.

d.
b.
d.
b.
d.
b.
5F F53 30C 75C 8D 9CE E9D CF 2C0 0F8 5CC C5A 414 45FF F53 0C7
7 9 2 5 0
FF F530 0C7 5C8 8D9 CE 9DC CF2 C0F F85 CC5 5A4 4145 5FF 530 C75 5C8
5 C 5 D C 9 C C 1 F 5 C D
F5 30C 75 C8D 9C E9DDCF F2C 0F8 85C C5AA41 45F F53 30C 75C C8D 9C

66978
30 75 C8 9C E9 C 2C 0F 5C C5 4 45 F5 0C 75 8D 9C E9

brands.
30 C75 C8 D9C E9 DC F2C 0F 85C C5 A4 145 FF5 30C 75 C8D 9C E9 DC
C D 1 F C D F

the brand.
0C 75C C8D 9C E9DDCF F2C 0F8 85CC C5AA41 45F F53 30C 75C 8D 9CE E9D CF 2C0
E 0 5 4 F
75 8D 9C 9 C 2C F8 C 5A 41 5F 5 0C 5C 8D C 9D CF 2C F8 7 9
C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5

another brand.
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5FF
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F 53
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C

Answer the following

Answer the following
Answer the following
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 30 C7 C8

strong functional images.

5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53 C7 5C D9
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D CE
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C 5C 8D 9C 9D
FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30 75 8 9C E9 C
markets in which it competes.

53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7 C8 D9 E DC F2
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C 5C D CE 9D F C0
75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8
C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
linked to the brands sold by a firm.
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5FF
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F 53
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 30 C7 C8
5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53 C7 5C D9

Explain the Direct Channels in Channel strategy.

41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D CE

OR
OR
OR
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C 5C 8D 9C 9D

Explain the Consumer Based Brand Equity Model

6. Commonality is not the criteria for IMC programs.

FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30 75 8 9C E9 C
2. The brand name should be familiar and meaningful.

53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7 C8 D9 E DC F2

Page 2 of 3
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C 5C D CE 9D F C0

Explain Integrated Marketing Programs and Activities.

75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8
C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5

Explain the Brand-Product Matrix. Illustrate with example.

CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5FF

Explain the advantages and disadvantages of Brand Extension.

2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F 53

Diagrammatically explain Strategic Brand Management process.

2C0F85CC5A4145FF530C75C8D9CE9DCF
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75

Explain the Brand Value Chain in detail with the help of a diagram.
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 30 C7 C8

Explain the Residual and Valuation approaches of Holistic methods.

5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53 C7 5C D9
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D CE
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C 5C 8D 9C 9D

Define Brand Positioning. What is the importance of Brand Positioning?

FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30 75 8 9C E9 C
3. Brand Judgments are opinions and perceptions formed by the competitors.

53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7 C8 D9 E DC F2
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C 5C D CE 9D F C0
75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8
to brand exclusive of other purchase drivers such as price or product features.

C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
b. State whether the following statement is TRUE or FALSE (ANY SEVEN)
Paper / Subject Code: 86003 / Marketing:Brand Management

D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
7. Achieving the right brand identity means creating resonance with the customers.

CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5F
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5

What are the various Qualitative Research techniques .Explain the Projective techniques.
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 3

Explain the important factors in predicting the extent of leverage from linking the brand to
What is Brand Awareness? Explain the various elements to build awareness with examples

5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53

41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C
1. Extensions can help to clarify the meaning of a brand to consumers and define the kinds of

4. Brand strength measures the portion of the consumer decision to purchase that is attributable

8. The indirect approach to building brand equity is leveraging secondary brand associations for
5. The breadth of a branding strategy describes the number and nature of different products

10 Television, Smart watches, Computers, Smart phones are high technology products with
9. The purpose of Flanker brands typically is to create stronger points of Parity with competitor’s

FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30
53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C
75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C

(07)
(08)
(07)
(08)
(07)
(08)
(07)
(08)
(07)
(08)
(07)
(08)
(07)

C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9
0F 5 C5 4 45 F 30 75 8 9C
 CC A 14 F 53 C7 C D9 CE D
4 F 0 8 9 C
C5 5A4 145 5FF5 530C C75 5C8DD9C CE9 DC F2C
A 1 F C D F
5A 414 45F F53 30C7 75C 8D 9CE E9D CF 2C0 0F85
F 0 8 9 C 2
A4 4145 5FF 530 C75 5C8 D9 CE9 9DC F2 C0F F85C CC5
1 5 C D C D F C 8 A
41 45F FF53 30C 75C C8D 9CE E9D CF 2C0 0F8 5CC C5A 414
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F
14 FF 30 7 C8 9 E DC F2 0F 85 C A4 45 F
5F 5 C 5C D C 9D F C 8 C 5A 1 F 53

5.
4.
3.
2.
1.
Q5. a.
5F F53 30C 75C 8D 9CE E9D CF 2C0 0F8 5CC C5A 414 45FF F53 0C7
7 9 2 5 0
FF F530 0C7 5C8 8D9 CE 9DC CF2 C0F F85 CC5 5A4 4145 5FF 530 C75 5C8
5 C 5 D C 9 C C 1 F 5 C D
F5 30C 75 C8D 9C E9DDCF F2C 0F8 85C C5AA41 45F F53 30C 75C C8D 9C

66978
30 75 C8 9C E9 C 2C 0F 5C C5 4 45 F5 0C 75 8D 9C E9
30 C75 C8 D9C E9 DC F2C 0F 85C C5 A4 145 FF5 30C 75 C8D 9C E9 DC
C D 1 F C D F
0C 75C C8D 9C E9DDCF F2C 0F8 85CC C5AA41 45F F53 30C 75C 8D 9CE E9D CF 2C0
E 0 5 4 F 7 9

Questions:
75 8D 9C 9 C 2C F8 C 5A 41 5F 5 0C 5C 8D C 9D CF 2C F8

b. Case Study
C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
Green Marketing
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
Brand Resonance

Conjoint Analysis

CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5FF

Brand Architecture
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F 53
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
Experiential Marketing

CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 30 C7 C8
5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53 C7 5C D9

to brand UNICEF.
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D CE
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C 5C 8D 9C 9D
FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30 75 8 9C E9 C
53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7 C8 D9 E DC F2
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C 5C D CE 9D F C0
75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8
C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
Write Short Notes on (ANY THREE)

CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5FF

2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F 53
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 30 C7 C8
5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53 C7 5C D9
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D CE
OR

45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C 5C 8D 9C 9D

this strategy from the above case. Illustrate.

FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30 75 8 9C E9 C

*********
53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7 C8 D9 E DC F2

Page 3 of 3
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C 5C D CE 9D F C0
75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8
C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5FF
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F 53

2C0F85CC5A4145FF530C75C8D9CE9DCF
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 30 C7 C8
5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53 C7 5C D9
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D CE
45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C 5C 8D 9C 9D
FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30 75 8 9C E9 C
53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7 C8 D9 E DC F2
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C 5C D CE 9D F C0
75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8
C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75 8 9C E9 C 2C 0F 5C
Paper / Subject Code: 86003 / Marketing:Brand Management

D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8 D9 E DC F2 0F 85 C5
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C D9 CE 9D F2 C0 85 CC A4
an annual toy campaign, the sales from which directly benefit UNICEF programs.

9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D9 CE 9D CF2 C0 F85 CC 5A 14

CF 2C F8 5C 5A 41 5F F53 0C 5C 8D CE 9D CF C0 F8 CC 5A 414 5F
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9C 9D CF 2C F8 5CC 5A 41 5F
0F 5C C5 4 45 F5 30C 75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F
85 C A4 145 FF 30 75 C8 9 E9 DC F2 0F 5C C5 4 45 F5
CC 5A 14 F 53 C7 C D9 CE D F2 C0 85 C A 14 FF 3
5A 414 5F F53 0C7 5C 8D CE 9D CF C0 F85 CC 5A 414 5FF 53
41 5F F53 0C 5C 8D 9CE 9D CF 2C0 F8 CC 5A 414 5F 53 0
February 2010. This five-year “Put it Right” campaign features celebrity ambassadors for the

45 F5 0C 75 8D 9C 9 C 2C F 5C 5 41 5F F5 0C
UNICEF launched its “Tap Project” campaign in 2007, which asked diners to pay $1 for a

organization and aims to protect the rights of children. One of UNICEF’s most successful
glass of New York City tap water in restaurants, with the funds going to support the

children’s rights, was established in 2000 and encompasses direct donations from IKEA and
campaign in over 50 years. The UNICEF logo was featured on the Barcelona soccer team’s

b. What is Co-Branding? How and why a big brand like UNICEF is building its brand via
a. What is Cause Marketing? Bring out the importance of cause marketing with regards
jersey from 2006 to 2011 under an arrangement in which the team donated $2 million
annually to the organization. UNICEF launched another consumer campaign in the UK in
organization’s clean water programs. That was the first time UNICEF had run a consumer

corporate relationships has been with IKEA. The partnership, which also emphasizes

FF 30 7 C8 9 E DC F2 0F 85 C5 A4 45 F 30
53 C7 5C D9 CE 9D F2 C0 85 CC A 14 FF 530 C7
0C 5C 8D C 9D CF C F8 CC 5A 41 5F 53 C
75 8D 9C E9 C 2C 0F8 5C 5A 41 45F F5 0C 75C
(07)
(08)
(15)

C8 9 E9 DC F2 0F 5C C5 4 45 F5 30 75
D9 CE D F2 C0 85 C A4 14 FF 30 C7 C8
CE 9D CF C0 F85 CC 5A 14 5FF 53 C7 5C
9D CF 2C0 F8 CC 5A 414 5F 53 0C7 5C 8D
CF 2C F8 5C 5A 41 5F F53 0C 5C 8D
2C 0F8 5C C5A 41 45F F5 0C 75C 8D 9
0F 5 C5 4 45 F 30 75 8 9C