Bangladesh University of Professionals (BUP)

Faculty of Business Studies (FBS)

Department of Business Administration-General
Semester Final Examination –January-June 2021
Bachelor of Business Administration (BBA)
Batch: BBA 2018 (Major-Marketing)
Brand Management (MKT 4705)

Time: 2 hours Full Marks: 70

Instructions
• Answer any 05 (Five) questions.
• Answer each question from a fresh sheet. Answer all parts of each question consecutively.
• Sub-questions must be answered consecutively.
• Marks are shown against each question in bracket.
• Any evidence of cheating identified during or after the exam will be severely penalized.

Question No. 1 (7 + 7 = 14)

a) Have you had any experience with the brand that has done a great job with relationship
marketing, permission marketing, and one-to-one marketing? What did the brand do?
b) Select a brand marketed in more than one country. Assess the extent to which the brand is
marketed on a standardized versus customized basis.

Question No. 2 (6 + 8 = 14)

a) Select a brand category. Can you profile a sample mental map for Bangladesh University of
Professionals (BUP)?
b) Think of the country you live in. What image might it have to the consumers in other
countries? Are there certain brands or products that are highly effective in leveraging that
image in global markets?

Question No. 3 (7 + 7 = 14)

a) Which Bangladeshi retailers have the strongest image and equity in your mind? Think about
the brands they sell. Do they contribute to the equity of retailers?
b) Contrast the global branding strategies of Coca-Cola and McDonald’s.

Question No. 4 (6 + 8 = 14)

a) Explain the process by which a brand can leverage secondary association.

b) Choose a popular event. Who had sponsored the event? How are they building brand equity
with their sponsorship?

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Question No. 5 (5 + 9 = 14)

a) Define the different types of brand extensions.

b) Outline the key assumptions and success criteria for brand extension.

Question No. 6 (7 + 7 = 14)

a) Select a brand and gather all its marketing communication materials. How effectively has the
brand mixed and matched marketing communications? Briefly explain.
b) Pick a brand. See if you can assemble a brand inventory for it.

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