Download BU (Bangalore University) MBA 4th Semester 2016 July Strategic Brand Management Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 4th Semester 2016 July Strategic Brand Management Question Paper

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Time : 3 Hours
IV Semester M.B.A. Degree Examination, July 2016
(CBCS),
MANAGEMENT
4.3.1 : Strategic Brand Management
Max. Marks : 70
SECTION *A
Answer any five questions, each question carries five marks. (5x5=25)
1.
What is product portfolio analysis ?
2. Explain the difference between brand management and product management.
3. What is meant by brand extension and stretching and what are the advantages
and disadvantages of brand extension ?
4. What is celebrity endorsement and update positioning over time ?
5. What are the criteria for choosing brand eIements ? Discuss.
6. Explain different marketing communication options for building the brands and
their advantages and disadvantages.
7. Discuss the importance of brand valuation and its components.
SECT|ON ? B
Answer any three questions, each question carries ten marks. (3x10=30)
8. Briefly describe each of the four distinct stages of the product iife cycle taking an
example each from consumer and industrial products you are familiar with.
9. Explain the positioning guidelines for brand building.
10. Explain the role of internet for building bands. How would you evaluate the web
sites for major brands like Nike, Disney or Lewis ?
11.
Write short notes on : Kepler brand identity prism model and brand audit.
P.T.O.

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' SEQTI'ON ? C I '
12. Case study compulsory : V I. (1 x15=15)
In the'final analysis, the market belongs to two brands the No. 1 and the No. 2.
They are total opposites of each other. The successful number two brand is the '
opposite of the successful number one?brand. To illustrate, if Coke is for the
older kids, Pepsi will go for the younger kids if IBM ?is for big companies, then
IApple IS for small companies. if IBM' Is corporate button-down, the Apple Is wild
and crazy. When there are hundreds of brands and competition, a small company
can become number two by relating its brand to brand one and then reversing
the essence of the leader?s position to become the opposite; The option to number I
three, numberfour and other runner-up brands' Is to Create a new category where
they have the potential to be number one. instead of Choosing this option, the v
number three choose the quality option. It tries to Improve on quality and get into
TQM. They want to produce better products, but the customer still vieWS these
products with skepticism. His typical question is ?if you have a better product,
how come you are not the leader ?? There is nothing wrong in having better ,~
quality say more H. P to your car improved service to the customer and customer .
satisfaction, But itmust be remembered at the same time that the world Is highly
competitive. Service and knowing the customer and quality, all this can get one,
into the game. But We are not working' In isolation. The competitors are doing the
same very thi_ngs.-We can do all theSe things but still much more important?isto
have a good strategy. Even if the product has 'some defects, a good strategy can
overcome at least some of these defects. If a Mercedes fails, the? customer
thinks it is unusual. If a Hyundai fails, it is dismissed as junk; their perception of ?
theproduct is the prime mover of their perception of reality. When they perceive
a good product, they discount the problems. Marketing has to build these favorable
perceptions. These can overcome some of the quality problems that may be
found. Some companies accept the need to narrow focus but try to do so in self
defeating ways. The focus on quality end restrict over of the market (not to go to
the low? end where emphasis Is on price)? Is legitimate when we restrict overselves
to high- priced products only. e. 9 Mercedes- Benz or BMW, GM sells quality at
all prices- -levels. ?Putting quality on the road?' Is their slogan Even GM product
includes Mark of Excellence. But Ford is doing the same thing (QUality is Job
No 1 ? FOrd ad), Chryslterwants to be the best. This' Is great inside the corporation
and appealing at dealerconference. Does any company declare itself as the ?the . _
unquality corporation??
I No, everybody stands for quality. As a result, nobody does. You can't narrow the
focus with quality or any other idea that does not have proponents forthe opposite
point of view.
Question:
Appreciate the strategies followed by the leaders, challengers, followers and
nichers H0w far do you agree with Ries and Trout ? Can you cite some Indian
examples to buttress their view point ?