Download GTU MBA 2018 Summer 9th Sem 4190523 Brand Marketing Question Paper

Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2018 Summer 9th Sem 4190523 Brand Marketing Previous Question Paper

1
Seat No.: ________ Enrolment No.___________

GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (AM) SEMESTER 09 - EXAMINATION ? SUMMER-2018

Subject Code: 4190523 Date:02/05/2018
Subject Name: Brand Marketing
Time: 2:30 PM To 5:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.


Q.1 (a) ?Trust of people can be gained by establishing strong brand in their minds?. Do
you agree? Explain in the context of any national or international brand to build
brand equity.
07
(b) ?Strategic Brand Management creates customer value.? Justify with Strategic
Brand Management Process.
07

Q.2 (a) Explain various brand elements by taking any brand of FMCG sector. 07
(b) Give the meaning of ?Brand Positioning?. Select LUX Brand and explain various
brand positioning strategies.
07
OR
(b) What is Brand Audit? How it can be carried out effectively? Discuss. 07

Q.3 (a) Give the meaning of Co-branding & Ingredient branding. Discuss Advantages
and Disadvantages of Co-Branding.
07
(b) Discuss various components of Pricing Strategy. 07
OR
Q.3 (a) What do you mean by Brand Revitalization? Why company go for it? Discuss
various ways for Brand revitalization.
07
(b) ?One Brand, Many Channels?. Explain this statement with various channel
strategies.
07

Q.4 (a) What are the challenges faced by company when they want to manage its brand
internationally? Discuss in detail.
07
(b) Write a short note on ? Customer Based Brand Equity 07
OR
Q.4 (a) Discuss various factors which are needed to be considered by company while
designing and implementing branding strategies.
07
(b) Give the meaning of Market Segmentation. Discuss the importance of market
segmentation in Brand building.
07

Q.5 (a) Pick any brand and assess whether the brand is marketed on a standardized versus
customized basis.
07
(b) Explain the terms with examples; Brand Loyalty
Brand Association
07
OR

Q.5 (a) Define ?Brand Mantra?. Discuss its elements with relevant examples. 07
(b) Discuss quantitative techniques for measurement of sources of brand equity.

07

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