? TYBMS SEM VI Brand Management 2020 M

🍄 TYBMS SEM VI Brand Management 2020 M…
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You
Marketing:Brand Management
⁄ hours] [ Marks:75]
Please check whether you have got the right question paper.
N.B: 1. Figures to the right indicate full marks.
2. Draw suitable diagrams wherever necessary
3. Illustrate your answers with examples
4. Rewrite the questions for Q1.a and b.
Q
Q1. a. Multiple Choice Questions (ANY EIGHT) (08)

1. _____ is the act of creating a brand
a. Branding b. Brand management c. Brand building d. Brand hierarchy
2. _____ consist of brand recognition and brand recall performance
a. Brand association b. Brand image c. Brand awareness d. Brand identity
3. Which of this is NOT the importance of brand positioning
a. No differentiation in product b. Protect market share c. Changing competition
d. Craves a niche
4. _____ are musical message written around the brand.
a. Slogans b. Name c. Jingles d. Colour
5. _____ is customer’s perception of the overall quality or superiority of a product or services
compared to its competitors.
a. Perceived quality b. Perceived management c. Perceived loyalty d. Perceived
risk
6. App based air conditioned taxies – Ola and Uber both of these brands are using which
approach of pricing.
a. EDLP b. Value Pricing c. Psychological pricing d. Skimming pricing
7. The five core dimensions of Big 5 model of brand personality are ;Sincerity, Competence,
Sophistication, Ruggedness and _____
a. Creativeness b. Judgmental c. Excitement d. Traditional
8. In Brand Asset Valuator model, Brand Stature results into multiplication of Esteem and _____
a. Differentiation b. Relevance c. Knowledge d. Strength
9. P&G- Project Drishti- Shiksha, Fair and Lovely foundation- Project Saraswati, HorlicksAhaar
Abhiyan, Aircel- Save the tiger, Tata Tea- Jaagore all this are examples of which type
of marketing.
a. Permission Marketing b. Cause Marketing c. Relationship Marketing
d. Experiential Marketing
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Sure, let's check the answers:
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1. a. Branding
2. c. Brand awareness
3. a. No differentiation in product
4. c. Jingles
5. a. Perceived quality
6. b. Value Pricing
7. c. Excitement
8. b. Relevance
9. b. Cause Marketing
These seem like correct answers based on the provided questions. Let me know if you need further
assistance!
You
10._____is the structure of brands within an organizational entity
a. Brand architecture b. Brand building c. Brand monitoring d. Brand protection
b. State whether the following statement is TRUE or FALSE (ANY SEVEN) (07)
1. A brand provides distinct identity to a product.
2. Brand elements are those trademarkable devices that serve to identify and differentiates the
brand.
3. Ola share, Ola Micro, Ola mini, Ola prime all this options provided by Ola to customers
results into using value pricing strategy for their brand.
4. The success and failure of brand extension doesn’t affect the parent brand.
5. Brand awareness consists of brand recognition and brand recall.
6. A direct approach is used to build brand equity is via leveraging secondary brand associations
for the brand.
7. A brand personality is a set of human characteristics associated with a brand.
8. Brand reinforcement is the marketing strategy adopted when the product reaches to maturity
stage of product life cycle and profits have fallen drastically.
9. Brand Asset Valuator is an important tool to review a brand’s current achievements and
stature.
10 Celebrity endorsement doesn’t add value to the brand.
ChatGPT
Sure, let's tackle these:
10. a. Brand architecture

b. State whether the following statement is TRUE or FALSE:
11. TRUE
12. TRUE
13. TRUE
14. FALSE
15. TRUE
16. TRUE
17. TRUE
18. FALSE
19. TRUE
20. FALSE
You
Q2. Answer the following
a. Distinguish between Brand versus Product (08)
b. What is Co-branding? State its advantages. (07)
OR
c. Illustrate the model of Brand Value Chain with example. (08)
d. Explain the Brand Product matrix with example (07)
ChatGPT
a. Distinguishing between Brand versus Product:
Brand:
A brand encompasses more than just the physical product itself; it includes the emotional and
psychological associations consumers have with it.
It represents a promise to consumers about the quality, reliability, and satisfaction they can
expect from the product or service.
Brands are built through consistent messaging, experiences, and interactions with customers
over time.
Examples: Coca-Cola, Nike, Apple.
Product:
A product is a tangible item or service that fulfills a specific need or want of consumers.
It is the physical entity that consumers purchase or use.
Products can be differentiated based on features, quality, price, and other attributes.
Products may not have the same level of emotional attachment or loyalty as brands.
Examples: iPhone, Adidas sneakers, Dell laptop.
b. Co-branding and its advantages:
Co-branding is a marketing strategy where two or more brands collaborate on a product or service.
The advantages of co-branding include:
Expanded customer base: Co-branding allows brands to leverage each other's customer
bases, reaching new audiences and increasing market share.
Enhanced credibility and trust: Associating with another reputable brand can enhance the
credibility and trustworthiness of both brands in the eyes of consumers.
Increased brand awareness: Co-branding often generates more buzz and attention than
individual brand efforts, leading to greater brand exposure and awareness.
Cost sharing: Collaborating on marketing efforts, product development, or distribution can
help brands reduce costs and improve efficiency.
Complementary strengths: Co-branding allows brands to combine their unique strengths,
expertise, and resources to create a more compelling offering for consumers.
c. Model of Brand Value Chain with example:
The Brand Value Chain model outlines the process through which marketing activities create brand
value and drive financial performance. It consists of five key components:
1. Marketing Program Investment: This involves investments in marketing activities such as

advertising, promotions, and sponsorships.
2. Customer Mindset: These are the perceptions, attitudes, and beliefs that customers hold
about the brand.
3. Market Performance: This includes metrics such as market share, revenue, and profitability.
4. Shareholder Value: Ultimately, the goal of the brand value chain is to create shareholder
value through increased brand equity and financial performance.
5. Brand Equity: Brand equity represents the value of a brand in the marketplace and is reflected
in consumer preferences, loyalty, and willingness to pay a premium for the brand.
Example: Nike invests heavily in marketing initiatives such as celebrity endorsements, sponsorships
of sports events, and innovative product launches. These investments contribute to shaping
consumer perceptions of Nike as a premium, high-performance brand. As a result, Nike maintains a
strong market position, achieves high sales volumes, and generates significant shareholder value.
d. Explanation of Brand Product matrix with example:
The Brand Product matrix categorizes products based on their existing brand and market presence.
It consists of four quadrants:
1. Brand Extension: This quadrant represents new products or product variants launched under
an existing brand. These products leverage the brand equity and recognition of the parent
brand to enter new markets or appeal to different consumer segments. Example: Coca-Cola
launching Coca-Cola Zero or Diet Coke.
2. Brand Line Extension: Products in this quadrant are variations or extensions of existing
products within the same brand category. These extensions capitalize on the success and
familiarity of the parent brand to introduce new flavors, sizes, or formulations. Example: Dove
introducing different variants like Dove Men+Care or Dove Baby.
3. Multibrands: This quadrant features multiple brands within the same product category, each
targeting a specific market segment or consumer need. These brands may compete with each
other within the same company's portfolio. Example: Procter & Gamble owning multiple
laundry detergent brands like Tide, Gain, and Ariel.
4. New Brands: Products in this quadrant are completely new brands introduced into new or
existing markets. These brands require significant investment in building brand awareness
and equity from scratch. Example: Tesla launching the Powerwall energy storage product
under its own brand name.
Each quadrant of the Brand Product matrix represents a different strategy for brand and product
expansion, with its own set of opportunities and challenges.
You
a. Define Integrated Marketing Communication (IMC)? Explain the strategy of IMC to build
brand.
(08)
b. Explain the Brand Asset Valuator (BAV) model in detail (07)
OR
c. What are the various ways in which brand leveraging can take place. (08)
d. Explain the Strategic Brand Management process in detail.
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a. Integrated Marketing Communication (IMC):
Integrated Marketing Communication (IMC) refers to the coordinated and strategic approach to
communicating messages about a brand or product across various marketing channels. It involves
integrating different elements of marketing communication, such as advertising, public relations,
sales promotion, direct marketing, and digital marketing, to deliver a consistent and unified
message to the target audience.
Strategy of IMC to Build Brand:
1. Understanding the Target Audience: The first step in IMC is to identify the target audience
and understand their needs, preferences, and behaviors. This helps in crafting messages that
resonate with the audience and build brand relevance.
2. Consistent Messaging: IMC ensures that all marketing communication efforts convey a
consistent message about the brand's values, benefits, and positioning. This consistency helps
in reinforcing the brand image and building brand identity in the minds of consumers.
3. Integration of Channels: IMC involves using multiple communication channels such as

advertising, social media, PR, and direct marketing in a coordinated manner. Each channel
reinforces the message of the others, creating a synergistic effect and maximizing the impact
of the communication efforts.
4. Creative and Engaging Content: IMC focuses on creating compelling and engaging content
that captures the attention of the target audience and communicates the brand message
effectively. Creative storytelling and visuals play a crucial role in building brand recall and
loyalty.
5. Measurement and Evaluation: IMC employs metrics and analytics to measure the
effectiveness of marketing communication activities and their impact on brand awareness,
perception, and sales. This helps in refining strategies and optimizing future campaigns for
better results.
6. Adaptability and Flexibility: IMC is adaptable to changes in consumer behavior, market

trends, and technological advancements. Brands need to continuously monitor and adjust
their communication strategies to stay relevant and competitive in the ever-evolving
marketplace.
b. Brand Asset Valuator (BAV) Model:
The Brand Asset Valuator (BAV) model is a tool used to assess and measure the strength and value
of a brand. It was developed by advertising agency Young & Rubicam and measures a brand's
performance based on four key dimensions:
1. Differentiation: This dimension measures how distinct and unique the brand is perceived to
be compared to its competitors. Differentiation is crucial for building a competitive advantage
and attracting consumers.
2. Relevance: Relevance assesses the brand's alignment with the needs, preferences, and
lifestyles of its target audience. A brand that is relevant to its target market is more likely to
resonate with consumers and drive purchase decisions.
3. Esteem: Esteem reflects the level of respect, admiration, and trust that consumers have for
the brand. Brands with high esteem are viewed positively by consumers and enjoy strong
loyalty and advocacy.
4. Knowledge: Knowledge measures the awareness and familiarity of the brand among
consumers. A brand with high knowledge is well-known and recognized by its target audience,
making it easier to attract and retain customers.
The BAV model visualizes these dimensions on a Brand Dynamics Pyramid, with differentiation and
relevance forming the base, followed by esteem, and finally knowledge at the top. By assessing a
brand's performance across these dimensions, marketers can identify areas of strength and
weakness and develop strategies to enhance the brand's value and competitiveness in the market.
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c. Various Ways in Which Brand Leveraging Can Take Place:
Brand leveraging refers to the strategic use of an established brand's equity to launch new
products, enter new markets, or extend the brand into different product categories. There are
several ways in which brand leveraging can occur:
1. Brand Extension: Brand extension involves using an existing brand name to launch new
products or services in related or unrelated categories. This leverages the equity and goodwill
associated with the parent brand to enter new markets more easily. Example: Dove extending
from soap to skincare products.
2. Line Extension: Line extension is a variation of brand extension where new products are
introduced within the same product category as the existing brand. This strategy capitalizes on
the brand's existing customer base and distribution channels to expand the product line.
Example: Coca-Cola introducing Diet Coke and Coca-Cola Zero.
3. Brand Licensing: Brand licensing allows other companies to use a brand's name, logo, or
intellectual property in exchange for royalties or licensing fees. This strategy enables the brand
to generate additional revenue streams without directly investing in product development or
manufacturing. Example: Disney licensing its characters for use on merchandise and apparel.
4. Co-branding: Co-branding involves collaborating with another brand to create a joint product
or service that leverages the strengths of both brands. This strategy can enhance brand
perception, reach new audiences, and generate excitement and buzz around the collaboration.
Example: Nike partnering with Apple to create Nike+iPod sports kits.
5. Brand Endorsements: Brand endorsements involve associating a brand with a well-known

personality, celebrity, or influencer to enhance its credibility and appeal. This strategy
leverages the celebrity's popularity and influence to create positive associations with the brand
and drive consumer purchase behavior. Example: Michael Jordan endorsing Nike's Air Jordan
sneakers.
6. Brand Sponsorship: Brand sponsorship involves sponsoring events, sports teams, or cultural
activities to increase brand visibility and association. This strategy allows the brand to connect
with consumers on an emotional level and align itself with values or interests that resonate
with its target audience. Example: Red Bull sponsoring extreme sports events like the Red Bull
Stratos space jump.
7. Brand Acquisition: Brand acquisition involves purchasing or acquiring existing brands to

expand the brand portfolio or enter new markets. This strategy allows the acquiring company
to leverage the established brand equity and market presence of the acquired brand to drive
growth and profitability. Example: Unilever acquiring Ben & Jerry's ice cream to diversify its
product offerings.
These are some of the key ways in which brands can leverage their existing equity and resources to
create new opportunities for growth and expansion in the marketplace. Each strategy has its own
advantages and challenges, and the choice of strategy depends on factors such as market
dynamics, competitive landscape, and brand positioning.
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d. Explanation of the Strategic Brand Management Process:
Strategic brand management is the process of planning, implementing, and controlling marketing
activities to build, measure, and manage brand equity. The strategic brand management process
typically involves the following steps:
1. Brand Analysis:
Conduct a comprehensive analysis of the brand's current situation, including its

strengths, weaknesses, opportunities, and threats (SWOT analysis).
Evaluate the brand's existing positioning, image, and equity in the marketplace.
Assess the competitive landscape and identify key competitors and their strategies.
2. Brand Vision and Objectives:
Define the brand's long-term vision and strategic objectives, including its desired
positioning, target market, and value proposition.
Set specific, measurable, achievable, relevant, and time-bound (SMART) goals for the
brand's growth and performance.
3. Brand Identity Development:
Develop a strong and distinctive brand identity that reflects the brand's values,
personality, and positioning.
Create brand elements such as the brand name, logo, tagline, colors, and visual identity
to communicate the brand's identity consistently across all touchpoints.
4. Brand Positioning:
Identify and articulate the brand's unique value proposition and positioning in the minds
of consumers.
Differentiate the brand from competitors based on key attributes, benefits, or emotional
associations.
Develop a positioning strategy that resonates with the target audience and reinforces the
brand's strengths and competitive advantage.
5. Brand Communication Strategy:
Develop a comprehensive brand communication strategy that integrates various

marketing channels and tactics to reach the target audience effectively.
Define the brand's messaging, tone of voice, and communication themes to convey its
value proposition and positioning consistently.
Select the appropriate mix of traditional and digital marketing channels, including
advertising, public relations, social media, and content marketing.
6. Brand Implementation:
Execute the brand communication strategy and implement marketing initiatives to build
brand awareness, engagement, and loyalty.
Ensure that all marketing activities and touchpoints are aligned with the brand identity,
positioning, and messaging.
Monitor and measure the effectiveness of marketing campaigns and adjust strategies as
needed to optimize results.
7. Brand Monitoring and Evaluation:
Continuously monitor and evaluate the brand's performance and perception in the
marketplace.
Track key brand metrics such as awareness, perception, preference, and loyalty to assess
the brand's health and progress toward its objectives.
Use customer feedback, market research, and data analytics to identify areas for
improvement and opportunities for growth.
By following the strategic brand management process, organizations can build and maintain strong,
resilient brands that resonate with consumers, drive loyalty, and create sustainable competitive
advantage in the marketplace.
You
a. Explain the Big Five model of Brand Personality. (08)
b. Define Branding? Explain the importance of branding to consumers with example. (07)
OR
c. Bring out the various types of brand elements with example. (08)
d. What is Brand extension? State its advantages.
ChatGPT
a. Big Five Model of Brand Personality:
The Big Five Model of Brand Personality is a framework that identifies and categorizes brand
personalities based on five core dimensions, also known as the Five Factor Model of Personality.
These dimensions are:
1. Sincerity: Brands with a sincerity personality are perceived as genuine, honest, down-to-earth,
and wholesome. They evoke feelings of warmth, friendliness, and trustworthiness. Examples
include Dove, Coca-Cola, and Walmart.
2. Excitement: Excitement brands are perceived as daring, adventurous, spirited, and

imaginative. They evoke feelings of excitement, energy, and creativity. Examples include Red
Bull, Nike, and GoPro.
3. Competence: Competence brands are perceived as reliable, intelligent, successful, and

capable. They evoke feelings of confidence, trust, and dependability. Examples include
Mercedes-Benz, IBM, and Google.
4. Sophistication: Sophistication brands are perceived as elegant, stylish, glamorous, and

refined. They evoke feelings of luxury, exclusivity, and prestige. Examples include Chanel,
Rolex, and Ritz-Carlton.
5. Ruggedness: Ruggedness brands are perceived as tough, outdoorsy, strong, and durable.
They evoke feelings of resilience, authenticity, and masculinity. Examples include Jeep,
Timberland, and The North Face.
The Big Five Model of Brand Personality helps marketers understand and shape consumers'
perceptions of brands by aligning their personality traits with the desired brand image. By defining
and communicating a consistent brand personality, companies can create emotional connections
with consumers, differentiate themselves from competitors, and build long-term brand loyalty.
b. Branding and its Importance to Consumers:
Branding refers to the process of creating and building a unique identity, image, and reputation for
a product or service in the minds of consumers. It involves the use of brand elements such as the
brand name, logo, colors, symbols, and slogans to differentiate the product from competitors and
create value for customers.
The importance of branding to consumers can be explained as follows:
1. Identification and Differentiation: Brands help consumers identify and differentiate

between products in the marketplace. Strong branding makes it easier for consumers to
recognize and choose their preferred products amidst a sea of options.
2. Quality Assurance: Brands serve as a symbol of quality and reliability. Consumers often
associate trusted brands with consistent product quality, performance, and satisfaction,
reducing the perceived risk of purchase.
3. Emotional Connection: Brands evoke emotions and feelings in consumers, creating a sense
of belonging, aspiration, or lifestyle association. Consumers develop emotional connections
with brands that resonate with their values, beliefs, and aspirations.
4. Brand Loyalty: Strong brands cultivate loyalty and repeat purchases from satisfied customers.
Brand loyal consumers are more likely to stick with their preferred brands, even in the face of
competitive offers or price promotions.
5. Value Perception: Brands influence consumers' perceptions of value and willingness to pay a
premium for branded products. Brands that deliver superior quality, innovation, or customer
experience command higher prices and perceived value in the eyes of consumers.
Example: Apple's branding strategy focuses on innovation, simplicity, and premium quality. Apple
products like the iPhone, MacBook, and AirPods are not just gadgets but symbols of status, style,
and technological excellence. Apple's strong brand identity and loyal customer base demonstrate
the importance of branding to consumers in building trust, loyalty, and emotional connection with a
brand.
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c. Various Types of Brand Elements with Examples:
Brand elements are the components of a brand's identity that help to distinguish it from
competitors and create recognition and recall among consumers. There are several types of brand
elements, including:
1. Brand Name: The brand name is the most fundamental brand element, as it is the primary
identifier of the brand. It should be distinctive, memorable, and easy to pronounce and spell.
Examples include Google, Coca-Cola, and Nike.
2. Logo: The logo is a visual symbol or mark that represents the brand. It should be visually
appealing, unique, and instantly recognizable. Logos often incorporate elements such as
symbols, typography, and colors. Examples include the Apple logo, the Nike swoosh, and the
McDonald's golden arches.
3. Tagline or Slogan: A tagline or slogan is a brief, memorable phrase that captures the essence
of the brand's positioning or value proposition. It should communicate the brand's key
message or promise to consumers. Examples include Nike's "Just Do It," McDonald's "I'm Lovin'
It," and BMW's "The Ultimate Driving Machine."
4. Jingle: A jingle is a short musical tune or melody associated with the brand. Jingles are used in
advertising to create brand recognition and reinforce brand messages. Examples include the
"I'm Lovin' It" jingle for McDonald's and the "Intel Inside" jingle for Intel.
5. Packaging: Packaging refers to the physical packaging or wrapping of the product. It includes
elements such as colors, graphics, logos, and text. Packaging plays a crucial role in conveying
the brand's identity and attracting consumers' attention on store shelves. Examples include
the iconic Coca-Cola bottle shape and the distinctive Tiffany blue box.
6. Brand Characters: Brand characters are fictional or animated characters associated with the
brand. They serve as brand ambassadors and help to create emotional connections with
consumers. Examples include the Geico gecko, the Pillsbury Doughboy, and the Michelin Man.
7. Brand Colors: Brand colors are specific colors associated with the brand's identity. They
should be consistent across all brand communications and materials to reinforce brand
recognition. Examples include Coca-Cola's red and white color scheme, Starbucks' green and
white, and FedEx's purple and orange.
8. Brand Iconography: Brand iconography refers to visual symbols or images associated with
the brand. These symbols often represent the brand's values, heritage, or key attributes.
Examples include the Nike swoosh, the Starbucks mermaid logo, and the Playboy bunny
symbol.
By effectively leveraging these brand elements, companies can create strong, distinctive brand
identities that resonate with consumers and differentiate themselves in the marketplace. Each
brand element plays a unique role in shaping consumers' perceptions and building brand equity
over time.
You
b. Case Study
Launched in 1959, Surf was the first in the Indian detergent powder market. Over the years,
Surf has anticipated the changing washing needs of Indian homemaker and constantly
upgraded itself. Surf Excel, India’s largest selling compact detergent powder, in its newest
avatar promises to tackle the toughest stains without damaging the colour of the fabric. This is
because only Surf Excel has smart sensors that can differentiate stains from colours. Now you
don’t have to worry about tackling the really tough stains, especially on your coloured clothes
anymore. “Surf Excel Hai Na”.
For those who seek the Surf Excel clean in the front loaders, the specially designed
formulation Surf Exclematic promises to give just that –a superlative clean. Those preferring
modern and convenient way to wash can rely on Surf Excel Liquid. The liquid form
penetrated deep allowing great wash results. For the realty tough stains, you can apply the
liquid directly on the body of stain (through the stain treater) - you will see tough stains being
tackled with ease.
Questions:
a. What is Brand Equity? Explain the quantitative research technique used by Surf Excel
to build its brand in the market.
b. What is Brand Positioning? How Surf Excel has positioned its brand. Illustrate with
advantages of Brand positioning.
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b. Brand Positioning:
Brand positioning refers to the process of creating a distinct and desirable image of a brand in the
minds of consumers relative to competitors. It involves identifying and communicating the unique
value proposition and benefits of the brand that set it apart from others in the market.
Surf Excel's Brand Positioning:
Surf Excel has positioned itself as a premium detergent brand that offers superior cleaning
performance, especially for tough stains, while also being gentle on fabric colors. The brand has
consistently communicated its commitment to delivering excellent cleaning results without
compromising the quality or appearance of clothes.
Illustration of Advantages of Brand Positioning:
1. Differentiation: Brand positioning helps Surf Excel differentiate itself from competitors by
emphasizing its unique selling proposition, which is the ability to tackle tough stains without
damaging fabric colors. This differentiation creates a clear and compelling reason for
consumers to choose Surf Excel over other detergent brands.
2. Target Audience Alignment: By positioning itself as a premium detergent brand with a focus
on stain removal and fabric care, Surf Excel effectively targets consumers who value
cleanliness and garment maintenance. This alignment ensures that the brand resonates with
its target audience and meets their specific needs and preferences.
3. Brand Image and Perception: Brand positioning shapes consumers' perceptions of Surf Excel
as a reliable and trustworthy detergent brand that delivers superior cleaning performance.
This positive brand image enhances consumer confidence and loyalty, leading to repeat
purchases and brand advocacy.
4. Competitive Advantage: Effective brand positioning gives Surf Excel a competitive advantage
in the market by establishing a strong and memorable brand identity. This advantage enables
the brand to command premium pricing, gain market share, and withstand competitive
pressures more effectively.
5. Brand Loyalty: Brand positioning fosters brand loyalty among consumers who consistently
choose Surf Excel for their laundry needs. By delivering on its brand promise of superior
cleaning and fabric care, Surf Excel builds trust and loyalty with its customers, encouraging
repeat purchases and long-term brand relationships.
In summary, brand positioning is essential for Surf Excel to differentiate itself, attract target
consumers, build a positive brand image, gain a competitive edge, and foster brand loyalty. By
effectively positioning itself as a premium detergent brand with a focus on superior cleaning
performance and fabric care, Surf Excel strengthens its market position and drives sustainable
growth in the competitive detergent industry.
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a. Brand Equity:
Brand equity refers to the intangible value and strength of a brand in the marketplace. It represents
the sum total of consumers' perceptions, associations, and experiences with the brand, as well as
the financial value derived from these factors. Brand equity reflects the extent to which a brand is
recognized, trusted, preferred, and valued by consumers, and it plays a crucial role in influencing
consumer behavior and purchase decisions.
Quantitative Research Technique used by Surf Excel to Build its Brand:
Surf Excel likely utilizes quantitative research techniques such as surveys, questionnaires, and data
analysis to measure and track brand equity. Here's how Surf Excel may use quantitative research to
build its brand:
1. Brand Tracking Surveys: Surf Excel conducts regular surveys to measure key brand metrics
such as brand awareness, brand perception, brand loyalty, and brand preference among its
target audience. These surveys provide quantitative data on how consumers perceive and
interact with the Surf Excel brand over time.
2. Market Segmentation Analysis: Surf Excel uses quantitative techniques to segment its target
market based on demographic, psychographic, and behavioral factors. By analyzing
quantitative data on consumer preferences, buying behavior, and detergent usage patterns,
Surf Excel can identify and target specific consumer segments with tailored marketing
strategies.
3. Competitive Benchmarking: Surf Excel compares its brand equity metrics with those of its
competitors using quantitative benchmarking analysis. This helps Surf Excel understand its
competitive position in the market and identify areas of strength and weakness relative to rival
brands.
4. Advertising and Promotion Effectiveness: Surf Excel measures the effectiveness of its
advertising and promotional campaigns using quantitative research methods such as pre- and
post-campaign surveys, ad tracking studies, and media monitoring. By quantifying the impact
of its marketing efforts on brand awareness, perception, and purchase intent, Surf Excel can
optimize its marketing investments for maximum ROI.
5. Consumer Satisfaction and Feedback: Surf Excel collects quantitative data on consumer
satisfaction and feedback through customer surveys, online reviews, and social media
analytics. By analyzing quantitative feedback metrics such as Net Promoter Score (NPS) and
customer satisfaction scores, Surf Excel can identify areas for improvement and enhance the
overall brand experience for consumers.
Overall, quantitative research techniques provide Surf Excel with valuable insights into the strength
and value of its brand equity, enabling the brand to make data-driven decisions and strategies to
build and enhance its brand over time.
You
Q5. a. Write Short Notes on (ANY THREE) (15)
1. Brand Resonance
2. Experiential Marketing
3. Conjoint Analysis
4. Brand Architecture
5. Green Marketing
OR
b. Case Study
UNICEF launched its “Tap Project” campaign in 2007, which asked diners to pay $1 for a
glass of New York City tap water in restaurants, with the funds going to support the
organization’s clean water programs. That was the first time UNICEF had run a consumer
campaign in over 50 years. The UNICEF logo was featured on the Barcelona soccer team’s
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
February 2010. This five-year “Put it Right” campaign features celebrity ambassadors for the
organization and aims to protect the rights of children. One of UNICEF’s most successful
corporate relationships has been with IKEA. The partnership, which also emphasizes
children’s rights, was established in 2000 and encompasses direct donations from IKEA and
an annual toy campaign, the sales from which directly benefit UNICEF programs.
Questions:
a. What is Cause Marketing? Bring out the importance of cause marketing with regards
to brand UNICEF.
b. What is Co-Branding? How and why a big brand like UNICEF is building its brand via
this strategy from the above case. Illustrate.
(08)
(07)
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a. Short Notes:
1. Brand Resonance:
Brand resonance refers to the depth and intensity of the relationship between
consumers and a brand. It occurs when customers have a strong emotional connection
with the brand, leading to increased loyalty, advocacy, and engagement.
Brand resonance is built through a series of sequential steps, including brand identity,
brand meaning, brand response, and brand relationship. Effective brand resonance
creates a bond between consumers and the brand, driving long-term success and
profitability.
2. Experiential Marketing:
Experiential marketing is a marketing strategy that focuses on engaging consumers

through immersive and memorable experiences. It goes beyond traditional advertising to
create real-life interactions with the brand, allowing consumers to connect with the brand
on a personal level.
Examples of experiential marketing include pop-up events, product demonstrations,
interactive installations, and branded experiences. By providing meaningful experiences,
brands can foster emotional connections, drive word-of-mouth marketing, and build
brand loyalty.
3. Conjoint Analysis:
Conjoint analysis is a market research technique used to measure consumer preferences

and evaluate the relative importance of different attributes or features of a product or
service. It involves presenting respondents with a series of hypothetical product profiles
and asking them to make trade-off decisions.
Conjoint analysis helps marketers understand which product attributes or features are
most influential in driving consumer choice and pricing decisions. By analyzing the
results of conjoint analysis, brands can optimize product design, pricing strategies, and
marketing messages to better meet consumer needs and preferences.
b. Case Study:
a. Cause Marketing:
Cause marketing is a marketing strategy that involves a partnership between a for-profit

company and a non-profit organization to promote a social or environmental cause while
simultaneously achieving business objectives.
Importance to brand UNICEF: Cause marketing is crucial for UNICEF as it helps raise
awareness about its mission to protect the rights and well-being of children while also
generating funding for its programs. By partnering with corporations and engaging
consumers in cause-related initiatives, UNICEF can amplify its impact and reach more
beneficiaries around the world.
b. Co-Branding:
Co-branding is a marketing strategy that involves the collaboration between two or more
brands to create a joint product, service, or marketing campaign. It allows brands to leverage
each other's strengths, resources, and brand equity to achieve mutual benefits.
In the case of UNICEF, co-branding partnerships with organizations like Barcelona soccer team
and IKEA help enhance its brand visibility, credibility, and fundraising efforts. By associating its
logo with well-known brands and leveraging their reach and influence, UNICEF can raise
awareness about its cause and attract support from a wider audience. Additionally, co-branded
initiatives such as the toy campaign with IKEA enable UNICEF to generate funds for its
programs while providing value to consumers through meaningful partnerships.
You
b. Case Study
UNICEF launched its “Tap Project” campaign in 2007, which asked diners to pay $1 for a
glass of New York City tap water in restaurants, with the funds going to support the
organization’s clean water programs. That was the first time UNICEF had run a consumer
campaign in over 50 years. The UNICEF logo was featured on the Barcelona soccer team’s
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
February 2010. This five-year “Put it Right” campaign features celebrity ambassadors for the
organization and aims to protect the rights of children. One of UNICEF’s most successful
corporate relationships has been with IKEA. The partnership, which also emphasizes
children’s rights, was established in 2000 and encompasses direct donations from IKEA and
an annual toy campaign, the sales from which directly benefit UNICEF programs.
Questions:
a. What is Cause Marketing? Bring out the importance of cause marketing with regards
to brand UNICEF.
b. What is Co-Branding? How and why a big brand like UNICEF is building its brand via
this strategy from the above case. Illustrate.
(08)
(07)
ChatGPT
a. Cause Marketing:
Cause marketing is a strategic partnership between a for-profit company and a non-profit
organization, aimed at promoting a social or environmental cause while also achieving business
objectives. It involves aligning the brand's marketing efforts with a charitable cause to generate
mutual benefits for both parties.
Importance of Cause Marketing for UNICEF:
1. Awareness and Visibility: Cause marketing initiatives, such as the Tap Project and the Put it
Right campaign, help raise awareness about UNICEF's mission and programs. By partnering
with businesses and engaging consumers in cause-related activities, UNICEF can reach a wider
audience and educate them about issues affecting children worldwide.
2. Fundraising: Cause marketing provides UNICEF with an additional source of funding to

support its programs and initiatives. By leveraging the resources and marketing channels of
partner organizations, UNICEF can raise funds through consumer donations, corporate
sponsorships, and fundraising events.
3. Brand Reputation and Credibility: Associating with reputable brands and participating in
cause marketing campaigns enhances UNICEF's brand reputation and credibility. Consumers
are more likely to support and trust an organization that demonstrates a commitment to
social responsibility and making a positive impact on society.
4. Engagement and Advocacy: Cause marketing initiatives encourage consumer engagement

and participation in social causes. By involving consumers in fundraising activities and
awareness campaigns, UNICEF fosters a sense of ownership and empowerment among
supporters, leading to greater advocacy for children's rights and well-being.
b. Co-Branding:
Co-branding is a marketing strategy that involves the collaboration between two or more brands to
create a joint product, service, or marketing campaign. It allows brands to leverage each other's
strengths, resources, and brand equity to achieve mutual benefits.
UNICEF's Co-Branding Strategies:
1. Barcelona Soccer Team Jersey Partnership: By featuring the UNICEF logo on the Barcelona
soccer team's jersey, UNICEF gained significant visibility and exposure to a global audience of
sports fans. This partnership not only raised awareness about UNICEF's mission but also
generated substantial funds through the team's annual donations.
2. IKEA Partnership: The partnership between UNICEF and IKEA emphasizes children's rights
and includes various initiatives such as direct donations from IKEA and an annual toy
campaign. Co-branded efforts like these enable UNICEF to leverage IKEA's extensive reach and
resources to raise funds and support its programs.
Illustration:
Through these co-branding initiatives, UNICEF enhances its brand visibility, credibility, and
fundraising efforts. By collaborating with well-known brands like Barcelona and IKEA, UNICEF not
only amplifies its message but also attracts support from a diverse audience. Co-branding allows
UNICEF to extend its reach beyond traditional donor demographics and engage consumers in
meaningful ways, ultimately contributing to its mission of protecting the rights and well-being of
children worldwide.
You
Q1. a. Fill in the Blanks (ANY EIGHT) (08)
1. __________form consumers overall evaluations of a brand and often form the basis for brand
choice.( Brand attitudes, Brand credibility, Brand judgment)
2. ___________ creates contractual arrangements whereby firms can use the names, logos,
characters of other brands to market their own brands for some fixed fee.( Patents ,Licensing,
Co-Branding)
3. __________ can be a means to renew interest in and liking for the brand.( Brand Image,
Brand Extensions, Brand width)
4. The brands those are kept around despite dwindling sales because they manage to hold on
sufficient number of customers and maintain their profitability with virtually no market
support are called as ________. (Dogs, Question marks, Cash Cows)
5. The rapid Expansion of the internet and continued fragmentation of mass media have brought
the need for _____________into sharp focus.( Experiential Marketing, Personalized
Marketing, Integrated Marketing)
6. The first stage in CBBE model is __________.(Brand Identity, Brand Meaning, Brand
Response)
7. _____________ have been identified as branded items in a diverse set of durable and semi
durable goods categories that are not directly comparable to other items carrying the same
brand name. ( Brand extensions, Brand variants, Brand Architecture)
8. ____________ implies that the organization’s products and services bear a wide variety of
brand names as opposed to the organization’s brand.( Brand width, Branded house ,House of
Brands)
9. __________ is a scenario where the consumer fears purchasing and consuming product from
another brand which they does not trust.( Brand Awareness, Brand resonance, Brand loyalty)
10.The combination of Esteem and Knowledge forms ___________ which reflects current
brand performance and is a strong strategic indicator.( Brand Stature, brand strength, Brand Value )
ChatGPT
1. Brand attitudes
2. Co-Branding
3. Brand Extensions
4. Cash Cows
5. Integrated Marketing
6. Brand Identity
7. Brand extensions
8. House of Brands
9. Brand loyalty
10. Brand Stature
You
b. State whether the following statement is TRUE or FALSE (ANY SEVEN) (07)
1. Extensions can help to clarify the meaning of a brand to consumers and define the kinds of
markets in which it competes.
2. The brand name should be familiar and meaningful.
3. Brand Judgments are opinions and perceptions formed by the competitors.
4. Brand strength measures the portion of the consumer decision to purchase that is attributable
to brand exclusive of other purchase drivers such as price or product features.
5. The breadth of a branding strategy describes the number and nature of different products
linked to the brands sold by a firm.
6. Commonality is not the criteria for IMC programs.
7. Achieving the right brand identity means creating resonance with the customers.
8. The indirect approach to building brand equity is leveraging secondary brand associations for
the brand.
9. The purpose of Flanker brands typically is to create stronger points of Parity with competitor’s
brands.
10 Television, Smart watches, Computers, Smart phones are high technology products with
strong functional images.
ChatGPT
b. True or False:
1. True
2. True
3. False
4. True
5. True
6. False
7. True
8. False
9. True
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Q1. a. Multiple Choice Questions (ANY EIGHT) (08)

Sure, let's check the answers:

Sure, let's tackle these:

10. a. Brand architecture

a. Distinguishing between Brand versus Product:

b. Co-branding and its advantages:

c. Model of Brand Value Chain with example:

1. Marketing Program Investment: This involves investments in marketing activities such as

d. Explanation of Brand Product matrix with example:

a. Integrated Marketing Communication (IMC):

Strategy of IMC to Build Brand:

3. Integration of Channels: IMC involves using multiple communication channels such as

6. Adaptability and Flexibility: IMC is adaptable to changes in consumer behavior, market

b. Brand Asset Valuator (BAV) Model:

c. Various Ways in Which Brand Leveraging Can Take Place:

5. Brand Endorsements: Brand endorsements involve associating a brand with a well-known

7. Brand Acquisition: Brand acquisition involves purchasing or acquiring existing brands to

d. Explanation of the Strategic Brand Management Process:

Conduct a comprehensive analysis of the brand's current situation, including its

2. Brand Vision and Objectives:

3. Brand Identity Development:

5. Brand Communication Strategy:

Develop a comprehensive brand communication strategy that integrates various

7. Brand Monitoring and Evaluation:

a. Big Five Model of Brand Personality:

2. Excitement: Excitement brands are perceived as daring, adventurous, spirited, and

3. Competence: Competence brands are perceived as reliable, intelligent, successful, and

4. Sophistication: Sophistication brands are perceived as elegant, stylish, glamorous, and

b. Branding and its Importance to Consumers:

The importance of branding to consumers can be explained as follows:

1. Identification and Differentiation: Brands help consumers identify and differentiate

c. Various Types of Brand Elements with Examples:

Surf Excel's Brand Positioning:

Illustration of Advantages of Brand Positioning:

Quantitative Research Technique used by Surf Excel to Build its Brand:

Experiential marketing is a marketing strategy that focuses on engaging consumers

Conjoint analysis is a market research technique used to measure consumer preferences

Cause marketing is a marketing strategy that involves a partnership between a for-proﬁt

Importance of Cause Marketing for UNICEF:

2. Fundraising: Cause marketing provides UNICEF with an additional source of funding to

4. Engagement and Advocacy: Cause marketing initiatives encourage consumer engagement

UNICEF's Co-Branding Strategies:

ChatGPT can make mistakes. Consider checking important information.

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