Download Anna University (AU) MBA ( Master of Business Administration) Important Question Bank 3rd Sem BA5001 Brand Management (Latest Important Questions Unit Wise)
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
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?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid
coverage. They were also sought after endorsers of a number of products.
Questions:
i. Describe the reasons behind the trend of using celebrities to endorse products and the
benefits that a company obtains by doing so.
(7 marks)
ii. Discuss how certain celebrities signify certain values and the role they play in creating
new trends in the market.
(8 marks)
3
The case revolves around the decision of Kentucky based-bourbon company, Maker?s Mark, to
dilute the alcohol content of its iconic product, and the subsequent roll-back of the decision
following a backlash from its loyal customers. The whole incident was likened to what is
considered the biggest marketing fiasco of Coca-Cola Company, which reformulated its existing
product in 1985 and introduced a New Coke. The Coca-Cola fiasco is considered to be a part of
marketing folklore. Maker?s Mark had created and created a brand and cultivated a loyal customer
base. In addition to its Ambassador Loyalty Program, the company had relied heavily on online
and offline word-of-mouth marketing. Moreover, the bourbon maker had evolved from a no-
marketing company to a promotion savvy one.
Questions:
1. Analyze the company?s decision to dilute the product, and its response to the consumer
backlash that followed. (7marks)
2. Discuss whether the decision of Maker?s Mark was a public relations fiasco or a clever
marketing stunt. (8 marks)
4
The case examines the marketing strategies adopted by the leading Indian herbal healthcare
company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement
campaign for its personal care product range 'Ayurvedic Concepts.' The case explores the
company's efforts on R&D, product development and retailing fronts to change the perception of
Indian consumers about the contemporariness of Ayurveda for health care. The case also explains
rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
Questions:
i. Explain the issues involved in building the brand image of a product like Ayurvedic
Concepts and the role of advertising in building the brand image.
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid
coverage. They were also sought after endorsers of a number of products.
Questions:
i. Describe the reasons behind the trend of using celebrities to endorse products and the
benefits that a company obtains by doing so.
(7 marks)
ii. Discuss how certain celebrities signify certain values and the role they play in creating
new trends in the market.
(8 marks)
3
The case revolves around the decision of Kentucky based-bourbon company, Maker?s Mark, to
dilute the alcohol content of its iconic product, and the subsequent roll-back of the decision
following a backlash from its loyal customers. The whole incident was likened to what is
considered the biggest marketing fiasco of Coca-Cola Company, which reformulated its existing
product in 1985 and introduced a New Coke. The Coca-Cola fiasco is considered to be a part of
marketing folklore. Maker?s Mark had created and created a brand and cultivated a loyal customer
base. In addition to its Ambassador Loyalty Program, the company had relied heavily on online
and offline word-of-mouth marketing. Moreover, the bourbon maker had evolved from a no-
marketing company to a promotion savvy one.
Questions:
1. Analyze the company?s decision to dilute the product, and its response to the consumer
backlash that followed. (7marks)
2. Discuss whether the decision of Maker?s Mark was a public relations fiasco or a clever
marketing stunt. (8 marks)
4
The case examines the marketing strategies adopted by the leading Indian herbal healthcare
company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement
campaign for its personal care product range 'Ayurvedic Concepts.' The case explores the
company's efforts on R&D, product development and retailing fronts to change the perception of
Indian consumers about the contemporariness of Ayurveda for health care. The case also explains
rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
Questions:
i. Explain the issues involved in building the brand image of a product like Ayurvedic
Concepts and the role of advertising in building the brand image.
UNIT ? IV - BRAND EXTENSION
SYLLABUS: Brand Adoption Practices ? Different type of brand extension ? Factors
influencing Decision for extension ? Re-branding and re-launching.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
What are the reasons for brand failure?
Level 1 Remembering
2
Compare line extension and brand extension.
Level 2 Understanding
3
How would you show your understanding on the concept
Brand extendibility?
Level 3 Applying
4 Classify the major types of Brand Extension. Level 4 Analysing
5 Compile the various Re-branding strategies? Level 5 Evaluating
6
Justify the ways of Re-launching brands.
Level 6 Creating
7
Define Corporate Re-branding.
Level 1 Remembering
8 Summarize the advantages of brand extension. Level 2 Understanding
9
Identify some examples for brand re-launching.
Level 3 Applying
10 What do you think about product rebranding? Level 4 Analysing
11
Categorize the various brand adoption practices.
Level 5 Evaluating
12
Can you assess why re-launch is required?
Level 6 Creating
13
What is meant by Re-branding?
Level 1 Remembering
14
Compare launching and re ?launching.
Level 2 Understanding
15
How would you show your understanding on brand
adoption?
Level 3 Applying
16 Conclude your understanding on Re- launching. Level 4 Analysing
17
List few examples of products Re- branding.
Level 1 Remembering
18
Compare re-branding and re-launching.
Level 2 Understanding
19
List the challenges faced in branding.
Level 1 Remembering
20
Define brand extension.
Level 1 Remembering
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid
coverage. They were also sought after endorsers of a number of products.
Questions:
i. Describe the reasons behind the trend of using celebrities to endorse products and the
benefits that a company obtains by doing so.
(7 marks)
ii. Discuss how certain celebrities signify certain values and the role they play in creating
new trends in the market.
(8 marks)
3
The case revolves around the decision of Kentucky based-bourbon company, Maker?s Mark, to
dilute the alcohol content of its iconic product, and the subsequent roll-back of the decision
following a backlash from its loyal customers. The whole incident was likened to what is
considered the biggest marketing fiasco of Coca-Cola Company, which reformulated its existing
product in 1985 and introduced a New Coke. The Coca-Cola fiasco is considered to be a part of
marketing folklore. Maker?s Mark had created and created a brand and cultivated a loyal customer
base. In addition to its Ambassador Loyalty Program, the company had relied heavily on online
and offline word-of-mouth marketing. Moreover, the bourbon maker had evolved from a no-
marketing company to a promotion savvy one.
Questions:
1. Analyze the company?s decision to dilute the product, and its response to the consumer
backlash that followed. (7marks)
2. Discuss whether the decision of Maker?s Mark was a public relations fiasco or a clever
marketing stunt. (8 marks)
4
The case examines the marketing strategies adopted by the leading Indian herbal healthcare
company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement
campaign for its personal care product range 'Ayurvedic Concepts.' The case explores the
company's efforts on R&D, product development and retailing fronts to change the perception of
Indian consumers about the contemporariness of Ayurveda for health care. The case also explains
rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
Questions:
i. Explain the issues involved in building the brand image of a product like Ayurvedic
Concepts and the role of advertising in building the brand image.
UNIT ? IV - BRAND EXTENSION
SYLLABUS: Brand Adoption Practices ? Different type of brand extension ? Factors
influencing Decision for extension ? Re-branding and re-launching.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
What are the reasons for brand failure?
Level 1 Remembering
2
Compare line extension and brand extension.
Level 2 Understanding
3
How would you show your understanding on the concept
Brand extendibility?
Level 3 Applying
4 Classify the major types of Brand Extension. Level 4 Analysing
5 Compile the various Re-branding strategies? Level 5 Evaluating
6
Justify the ways of Re-launching brands.
Level 6 Creating
7
Define Corporate Re-branding.
Level 1 Remembering
8 Summarize the advantages of brand extension. Level 2 Understanding
9
Identify some examples for brand re-launching.
Level 3 Applying
10 What do you think about product rebranding? Level 4 Analysing
11
Categorize the various brand adoption practices.
Level 5 Evaluating
12
Can you assess why re-launch is required?
Level 6 Creating
13
What is meant by Re-branding?
Level 1 Remembering
14
Compare launching and re ?launching.
Level 2 Understanding
15
How would you show your understanding on brand
adoption?
Level 3 Applying
16 Conclude your understanding on Re- launching. Level 4 Analysing
17
List few examples of products Re- branding.
Level 1 Remembering
18
Compare re-branding and re-launching.
Level 2 Understanding
19
List the challenges faced in branding.
Level 1 Remembering
20
Define brand extension.
Level 1 Remembering
PART- B
S.N
O
QUESTIONS
BT
LEVEL
COMPETENCE
1
List the reasons of re-branding. Level 1 Remembering
2
(i)Explain the various factors which are influencing the
decision for extension. (7 marks)
Level 2 Understanding
(ii)Outline the factors to be avoided while extending a
brand. (6 marks)
3
Brand is built in the minds of people. Do you agree?
Explain this in context in ?Asian paints.?
Level 3 Applying
4
(i)Examine the various Brand Adoption practices.(7 marks)
Level 4 Analysing
(ii)Analyze the importance of brand adoption practices.
(6 marks)
5
Discuss the different types of brand extensions.
Level 5
Evaluating
6
Evaluate the possible options / methods a marketer has to
revitalize his brand? Can you relate it to an Indian
example?
Level 6 Creating
7
(i)List the factors influencing the brand adoption process.
(8 marks)
Level 1 Remembering
(ii) Describe the differences between line extension and
brand extension.(5 marks)
8
Outline the process of brand adoption? Also explain how
does re-launching affect brand adopters?
Level 2 Understanding
9
(i)How would you understand type of brand extension with
suitable illustrations? (7 marks)
Level 3 Applying
(ii) Identify the various advantages and disadvantages of
brand extension. (6 marks)
10
How would you explain the Re-branding you have seen in
the market. Is it success or failure? Why?
Level 4 Analysing
11
(i)Define line extension. (3 marks)
Level 1 Remembering
(ii)Explain its need and the risk associated with line
extension. (10 marks)
12
(i)Explain the reasons for re-launching. (7 marks)
Level 2 Understanding
(ii)Outline the ways in which brands can be re-launched?
(6 marks)
13
How can a re-launch be successful? Level 4 Analysing
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid
coverage. They were also sought after endorsers of a number of products.
Questions:
i. Describe the reasons behind the trend of using celebrities to endorse products and the
benefits that a company obtains by doing so.
(7 marks)
ii. Discuss how certain celebrities signify certain values and the role they play in creating
new trends in the market.
(8 marks)
3
The case revolves around the decision of Kentucky based-bourbon company, Maker?s Mark, to
dilute the alcohol content of its iconic product, and the subsequent roll-back of the decision
following a backlash from its loyal customers. The whole incident was likened to what is
considered the biggest marketing fiasco of Coca-Cola Company, which reformulated its existing
product in 1985 and introduced a New Coke. The Coca-Cola fiasco is considered to be a part of
marketing folklore. Maker?s Mark had created and created a brand and cultivated a loyal customer
base. In addition to its Ambassador Loyalty Program, the company had relied heavily on online
and offline word-of-mouth marketing. Moreover, the bourbon maker had evolved from a no-
marketing company to a promotion savvy one.
Questions:
1. Analyze the company?s decision to dilute the product, and its response to the consumer
backlash that followed. (7marks)
2. Discuss whether the decision of Maker?s Mark was a public relations fiasco or a clever
marketing stunt. (8 marks)
4
The case examines the marketing strategies adopted by the leading Indian herbal healthcare
company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement
campaign for its personal care product range 'Ayurvedic Concepts.' The case explores the
company's efforts on R&D, product development and retailing fronts to change the perception of
Indian consumers about the contemporariness of Ayurveda for health care. The case also explains
rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
Questions:
i. Explain the issues involved in building the brand image of a product like Ayurvedic
Concepts and the role of advertising in building the brand image.
UNIT ? IV - BRAND EXTENSION
SYLLABUS: Brand Adoption Practices ? Different type of brand extension ? Factors
influencing Decision for extension ? Re-branding and re-launching.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
What are the reasons for brand failure?
Level 1 Remembering
2
Compare line extension and brand extension.
Level 2 Understanding
3
How would you show your understanding on the concept
Brand extendibility?
Level 3 Applying
4 Classify the major types of Brand Extension. Level 4 Analysing
5 Compile the various Re-branding strategies? Level 5 Evaluating
6
Justify the ways of Re-launching brands.
Level 6 Creating
7
Define Corporate Re-branding.
Level 1 Remembering
8 Summarize the advantages of brand extension. Level 2 Understanding
9
Identify some examples for brand re-launching.
Level 3 Applying
10 What do you think about product rebranding? Level 4 Analysing
11
Categorize the various brand adoption practices.
Level 5 Evaluating
12
Can you assess why re-launch is required?
Level 6 Creating
13
What is meant by Re-branding?
Level 1 Remembering
14
Compare launching and re ?launching.
Level 2 Understanding
15
How would you show your understanding on brand
adoption?
Level 3 Applying
16 Conclude your understanding on Re- launching. Level 4 Analysing
17
List few examples of products Re- branding.
Level 1 Remembering
18
Compare re-branding and re-launching.
Level 2 Understanding
19
List the challenges faced in branding.
Level 1 Remembering
20
Define brand extension.
Level 1 Remembering
PART- B
S.N
O
QUESTIONS
BT
LEVEL
COMPETENCE
1
List the reasons of re-branding. Level 1 Remembering
2
(i)Explain the various factors which are influencing the
decision for extension. (7 marks)
Level 2 Understanding
(ii)Outline the factors to be avoided while extending a
brand. (6 marks)
3
Brand is built in the minds of people. Do you agree?
Explain this in context in ?Asian paints.?
Level 3 Applying
4
(i)Examine the various Brand Adoption practices.(7 marks)
Level 4 Analysing
(ii)Analyze the importance of brand adoption practices.
(6 marks)
5
Discuss the different types of brand extensions.
Level 5
Evaluating
6
Evaluate the possible options / methods a marketer has to
revitalize his brand? Can you relate it to an Indian
example?
Level 6 Creating
7
(i)List the factors influencing the brand adoption process.
(8 marks)
Level 1 Remembering
(ii) Describe the differences between line extension and
brand extension.(5 marks)
8
Outline the process of brand adoption? Also explain how
does re-launching affect brand adopters?
Level 2 Understanding
9
(i)How would you understand type of brand extension with
suitable illustrations? (7 marks)
Level 3 Applying
(ii) Identify the various advantages and disadvantages of
brand extension. (6 marks)
10
How would you explain the Re-branding you have seen in
the market. Is it success or failure? Why?
Level 4 Analysing
11
(i)Define line extension. (3 marks)
Level 1 Remembering
(ii)Explain its need and the risk associated with line
extension. (10 marks)
12
(i)Explain the reasons for re-launching. (7 marks)
Level 2 Understanding
(ii)Outline the ways in which brands can be re-launched?
(6 marks)
13
How can a re-launch be successful? Level 4 Analysing
14
(i)What are the types of re-branding strategies? (6 marks)
Level 1 Remembering (ii)How would you describe the process of re-branding?
(7 marks)
PART - C
S.NO QUESTIONS
1
Nestl? India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl? SA, introduced
the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles
product.
With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles -
in the Indian packaged food market. Because of its first-mover advantage, NIL successfully
managed to retain its leadership in the instant noodles category even until the early 2000s. Over
the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and
ketchups, and cooking aids among others. However, these product extensions were not as
successful as the instant noodles. In 2005, NIL started offering a range of new 'healthy' products
under the Maggi brand, in a bid to attract health-conscious consumers. This case looks at the
various phases in the product life cycle of Maggi noodles in India. It talks about the various
measures taken by NIL to keep the Maggi brand fresh in the minds of Indian consumers. The case
also talks about the various extensions of the Maggi brand and tries to analyze why only the sauces
and ketchups category, among all the other product extensions, managed to succeed.
It further discusses the measures taken by NIL to reposition Maggi as a 'health product'. The case
ends with a discussion whether NIL would be successful in sustaining this new image for Maggi
in the market.
Questions:
i. Explain the strategies undertaken by a major FMCG company to create and establish
a new product category. (5 marks)
ii. Study the issues involved in brand extensions. (5 marks)
iii. Describe the strategies adopted by an FMCG major in repositioning a popular brand.
(5 marks)
2
How will you decide how much of to be Re-Branded?
3
3) As a manager explain what are the ways in which Re-launching of brands can be done.
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid
coverage. They were also sought after endorsers of a number of products.
Questions:
i. Describe the reasons behind the trend of using celebrities to endorse products and the
benefits that a company obtains by doing so.
(7 marks)
ii. Discuss how certain celebrities signify certain values and the role they play in creating
new trends in the market.
(8 marks)
3
The case revolves around the decision of Kentucky based-bourbon company, Maker?s Mark, to
dilute the alcohol content of its iconic product, and the subsequent roll-back of the decision
following a backlash from its loyal customers. The whole incident was likened to what is
considered the biggest marketing fiasco of Coca-Cola Company, which reformulated its existing
product in 1985 and introduced a New Coke. The Coca-Cola fiasco is considered to be a part of
marketing folklore. Maker?s Mark had created and created a brand and cultivated a loyal customer
base. In addition to its Ambassador Loyalty Program, the company had relied heavily on online
and offline word-of-mouth marketing. Moreover, the bourbon maker had evolved from a no-
marketing company to a promotion savvy one.
Questions:
1. Analyze the company?s decision to dilute the product, and its response to the consumer
backlash that followed. (7marks)
2. Discuss whether the decision of Maker?s Mark was a public relations fiasco or a clever
marketing stunt. (8 marks)
4
The case examines the marketing strategies adopted by the leading Indian herbal healthcare
company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement
campaign for its personal care product range 'Ayurvedic Concepts.' The case explores the
company's efforts on R&D, product development and retailing fronts to change the perception of
Indian consumers about the contemporariness of Ayurveda for health care. The case also explains
rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
Questions:
i. Explain the issues involved in building the brand image of a product like Ayurvedic
Concepts and the role of advertising in building the brand image.
UNIT ? IV - BRAND EXTENSION
SYLLABUS: Brand Adoption Practices ? Different type of brand extension ? Factors
influencing Decision for extension ? Re-branding and re-launching.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
What are the reasons for brand failure?
Level 1 Remembering
2
Compare line extension and brand extension.
Level 2 Understanding
3
How would you show your understanding on the concept
Brand extendibility?
Level 3 Applying
4 Classify the major types of Brand Extension. Level 4 Analysing
5 Compile the various Re-branding strategies? Level 5 Evaluating
6
Justify the ways of Re-launching brands.
Level 6 Creating
7
Define Corporate Re-branding.
Level 1 Remembering
8 Summarize the advantages of brand extension. Level 2 Understanding
9
Identify some examples for brand re-launching.
Level 3 Applying
10 What do you think about product rebranding? Level 4 Analysing
11
Categorize the various brand adoption practices.
Level 5 Evaluating
12
Can you assess why re-launch is required?
Level 6 Creating
13
What is meant by Re-branding?
Level 1 Remembering
14
Compare launching and re ?launching.
Level 2 Understanding
15
How would you show your understanding on brand
adoption?
Level 3 Applying
16 Conclude your understanding on Re- launching. Level 4 Analysing
17
List few examples of products Re- branding.
Level 1 Remembering
18
Compare re-branding and re-launching.
Level 2 Understanding
19
List the challenges faced in branding.
Level 1 Remembering
20
Define brand extension.
Level 1 Remembering
PART- B
S.N
O
QUESTIONS
BT
LEVEL
COMPETENCE
1
List the reasons of re-branding. Level 1 Remembering
2
(i)Explain the various factors which are influencing the
decision for extension. (7 marks)
Level 2 Understanding
(ii)Outline the factors to be avoided while extending a
brand. (6 marks)
3
Brand is built in the minds of people. Do you agree?
Explain this in context in ?Asian paints.?
Level 3 Applying
4
(i)Examine the various Brand Adoption practices.(7 marks)
Level 4 Analysing
(ii)Analyze the importance of brand adoption practices.
(6 marks)
5
Discuss the different types of brand extensions.
Level 5
Evaluating
6
Evaluate the possible options / methods a marketer has to
revitalize his brand? Can you relate it to an Indian
example?
Level 6 Creating
7
(i)List the factors influencing the brand adoption process.
(8 marks)
Level 1 Remembering
(ii) Describe the differences between line extension and
brand extension.(5 marks)
8
Outline the process of brand adoption? Also explain how
does re-launching affect brand adopters?
Level 2 Understanding
9
(i)How would you understand type of brand extension with
suitable illustrations? (7 marks)
Level 3 Applying
(ii) Identify the various advantages and disadvantages of
brand extension. (6 marks)
10
How would you explain the Re-branding you have seen in
the market. Is it success or failure? Why?
Level 4 Analysing
11
(i)Define line extension. (3 marks)
Level 1 Remembering
(ii)Explain its need and the risk associated with line
extension. (10 marks)
12
(i)Explain the reasons for re-launching. (7 marks)
Level 2 Understanding
(ii)Outline the ways in which brands can be re-launched?
(6 marks)
13
How can a re-launch be successful? Level 4 Analysing
14
(i)What are the types of re-branding strategies? (6 marks)
Level 1 Remembering (ii)How would you describe the process of re-branding?
(7 marks)
PART - C
S.NO QUESTIONS
1
Nestl? India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl? SA, introduced
the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles
product.
With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles -
in the Indian packaged food market. Because of its first-mover advantage, NIL successfully
managed to retain its leadership in the instant noodles category even until the early 2000s. Over
the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and
ketchups, and cooking aids among others. However, these product extensions were not as
successful as the instant noodles. In 2005, NIL started offering a range of new 'healthy' products
under the Maggi brand, in a bid to attract health-conscious consumers. This case looks at the
various phases in the product life cycle of Maggi noodles in India. It talks about the various
measures taken by NIL to keep the Maggi brand fresh in the minds of Indian consumers. The case
also talks about the various extensions of the Maggi brand and tries to analyze why only the sauces
and ketchups category, among all the other product extensions, managed to succeed.
It further discusses the measures taken by NIL to reposition Maggi as a 'health product'. The case
ends with a discussion whether NIL would be successful in sustaining this new image for Maggi
in the market.
Questions:
i. Explain the strategies undertaken by a major FMCG company to create and establish
a new product category. (5 marks)
ii. Study the issues involved in brand extensions. (5 marks)
iii. Describe the strategies adopted by an FMCG major in repositioning a popular brand.
(5 marks)
2
How will you decide how much of to be Re-Branded?
3
3) As a manager explain what are the ways in which Re-launching of brands can be done.
4
Brand extension is certainly a way in which the brand can be made much stronger but it also has
the potential to dilute the brand equity or cannibalize sales of the parent brand. Too much brand
extension that we see nowadays could be viewed as indicative of poor brand practice.
Questions: What are the ways in which a brand can be extended?
UNIT ? V - BRAND PERFORMANCE
SYLLABUS: Measuring Brand Performance ? Brand Equity Management - Global Branding
strategies - Brand Audit ? Brand Equity Measurement ? Brand Leverage -Role of Brand
Managers? Branding challenges & opportunities.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand equity. Level 1 Remembering
2 Compare Aaker?s and Keller?s model of brand equity. Level 2 Understanding
3
Identify the importance of brand marketing.
Level 3 Applying
4
What do you think about brand performance?
Level 4 Analysing
5
Can you assess the opportunities for brand manager in
global market?
Level 5 Evaluating
6 Interpret the necessity of brand awareness? Level 6 Creating
7
List three challenges which brand managers face in the
current market environment.
Level 1 Remembering
8 Compare brand revitalization and symbolic brand. Level 2 Understanding
9 Identify the need of a brand manager? Level 3 Applying
10
What do you think about brand tracking?
Level 4 Analysing
11
Compile your views on brand value chain.
Level 5 Evaluating
12
How would you evaluate global branding strategies?
Level 6 Creating
13
List any four role of brand manager.
Level 1 Remembering
14
Explain brand leverage.
Level 2 Understanding
15
How would you show your understanding of the term
brand audit?
Level 3 Applying
16
How would you measure brand performance?
Level 4 Analysing
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid
coverage. They were also sought after endorsers of a number of products.
Questions:
i. Describe the reasons behind the trend of using celebrities to endorse products and the
benefits that a company obtains by doing so.
(7 marks)
ii. Discuss how certain celebrities signify certain values and the role they play in creating
new trends in the market.
(8 marks)
3
The case revolves around the decision of Kentucky based-bourbon company, Maker?s Mark, to
dilute the alcohol content of its iconic product, and the subsequent roll-back of the decision
following a backlash from its loyal customers. The whole incident was likened to what is
considered the biggest marketing fiasco of Coca-Cola Company, which reformulated its existing
product in 1985 and introduced a New Coke. The Coca-Cola fiasco is considered to be a part of
marketing folklore. Maker?s Mark had created and created a brand and cultivated a loyal customer
base. In addition to its Ambassador Loyalty Program, the company had relied heavily on online
and offline word-of-mouth marketing. Moreover, the bourbon maker had evolved from a no-
marketing company to a promotion savvy one.
Questions:
1. Analyze the company?s decision to dilute the product, and its response to the consumer
backlash that followed. (7marks)
2. Discuss whether the decision of Maker?s Mark was a public relations fiasco or a clever
marketing stunt. (8 marks)
4
The case examines the marketing strategies adopted by the leading Indian herbal healthcare
company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement
campaign for its personal care product range 'Ayurvedic Concepts.' The case explores the
company's efforts on R&D, product development and retailing fronts to change the perception of
Indian consumers about the contemporariness of Ayurveda for health care. The case also explains
rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
Questions:
i. Explain the issues involved in building the brand image of a product like Ayurvedic
Concepts and the role of advertising in building the brand image.
UNIT ? IV - BRAND EXTENSION
SYLLABUS: Brand Adoption Practices ? Different type of brand extension ? Factors
influencing Decision for extension ? Re-branding and re-launching.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
What are the reasons for brand failure?
Level 1 Remembering
2
Compare line extension and brand extension.
Level 2 Understanding
3
How would you show your understanding on the concept
Brand extendibility?
Level 3 Applying
4 Classify the major types of Brand Extension. Level 4 Analysing
5 Compile the various Re-branding strategies? Level 5 Evaluating
6
Justify the ways of Re-launching brands.
Level 6 Creating
7
Define Corporate Re-branding.
Level 1 Remembering
8 Summarize the advantages of brand extension. Level 2 Understanding
9
Identify some examples for brand re-launching.
Level 3 Applying
10 What do you think about product rebranding? Level 4 Analysing
11
Categorize the various brand adoption practices.
Level 5 Evaluating
12
Can you assess why re-launch is required?
Level 6 Creating
13
What is meant by Re-branding?
Level 1 Remembering
14
Compare launching and re ?launching.
Level 2 Understanding
15
How would you show your understanding on brand
adoption?
Level 3 Applying
16 Conclude your understanding on Re- launching. Level 4 Analysing
17
List few examples of products Re- branding.
Level 1 Remembering
18
Compare re-branding and re-launching.
Level 2 Understanding
19
List the challenges faced in branding.
Level 1 Remembering
20
Define brand extension.
Level 1 Remembering
PART- B
S.N
O
QUESTIONS
BT
LEVEL
COMPETENCE
1
List the reasons of re-branding. Level 1 Remembering
2
(i)Explain the various factors which are influencing the
decision for extension. (7 marks)
Level 2 Understanding
(ii)Outline the factors to be avoided while extending a
brand. (6 marks)
3
Brand is built in the minds of people. Do you agree?
Explain this in context in ?Asian paints.?
Level 3 Applying
4
(i)Examine the various Brand Adoption practices.(7 marks)
Level 4 Analysing
(ii)Analyze the importance of brand adoption practices.
(6 marks)
5
Discuss the different types of brand extensions.
Level 5
Evaluating
6
Evaluate the possible options / methods a marketer has to
revitalize his brand? Can you relate it to an Indian
example?
Level 6 Creating
7
(i)List the factors influencing the brand adoption process.
(8 marks)
Level 1 Remembering
(ii) Describe the differences between line extension and
brand extension.(5 marks)
8
Outline the process of brand adoption? Also explain how
does re-launching affect brand adopters?
Level 2 Understanding
9
(i)How would you understand type of brand extension with
suitable illustrations? (7 marks)
Level 3 Applying
(ii) Identify the various advantages and disadvantages of
brand extension. (6 marks)
10
How would you explain the Re-branding you have seen in
the market. Is it success or failure? Why?
Level 4 Analysing
11
(i)Define line extension. (3 marks)
Level 1 Remembering
(ii)Explain its need and the risk associated with line
extension. (10 marks)
12
(i)Explain the reasons for re-launching. (7 marks)
Level 2 Understanding
(ii)Outline the ways in which brands can be re-launched?
(6 marks)
13
How can a re-launch be successful? Level 4 Analysing
14
(i)What are the types of re-branding strategies? (6 marks)
Level 1 Remembering (ii)How would you describe the process of re-branding?
(7 marks)
PART - C
S.NO QUESTIONS
1
Nestl? India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl? SA, introduced
the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles
product.
With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles -
in the Indian packaged food market. Because of its first-mover advantage, NIL successfully
managed to retain its leadership in the instant noodles category even until the early 2000s. Over
the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and
ketchups, and cooking aids among others. However, these product extensions were not as
successful as the instant noodles. In 2005, NIL started offering a range of new 'healthy' products
under the Maggi brand, in a bid to attract health-conscious consumers. This case looks at the
various phases in the product life cycle of Maggi noodles in India. It talks about the various
measures taken by NIL to keep the Maggi brand fresh in the minds of Indian consumers. The case
also talks about the various extensions of the Maggi brand and tries to analyze why only the sauces
and ketchups category, among all the other product extensions, managed to succeed.
It further discusses the measures taken by NIL to reposition Maggi as a 'health product'. The case
ends with a discussion whether NIL would be successful in sustaining this new image for Maggi
in the market.
Questions:
i. Explain the strategies undertaken by a major FMCG company to create and establish
a new product category. (5 marks)
ii. Study the issues involved in brand extensions. (5 marks)
iii. Describe the strategies adopted by an FMCG major in repositioning a popular brand.
(5 marks)
2
How will you decide how much of to be Re-Branded?
3
3) As a manager explain what are the ways in which Re-launching of brands can be done.
4
Brand extension is certainly a way in which the brand can be made much stronger but it also has
the potential to dilute the brand equity or cannibalize sales of the parent brand. Too much brand
extension that we see nowadays could be viewed as indicative of poor brand practice.
Questions: What are the ways in which a brand can be extended?
UNIT ? V - BRAND PERFORMANCE
SYLLABUS: Measuring Brand Performance ? Brand Equity Management - Global Branding
strategies - Brand Audit ? Brand Equity Measurement ? Brand Leverage -Role of Brand
Managers? Branding challenges & opportunities.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand equity. Level 1 Remembering
2 Compare Aaker?s and Keller?s model of brand equity. Level 2 Understanding
3
Identify the importance of brand marketing.
Level 3 Applying
4
What do you think about brand performance?
Level 4 Analysing
5
Can you assess the opportunities for brand manager in
global market?
Level 5 Evaluating
6 Interpret the necessity of brand awareness? Level 6 Creating
7
List three challenges which brand managers face in the
current market environment.
Level 1 Remembering
8 Compare brand revitalization and symbolic brand. Level 2 Understanding
9 Identify the need of a brand manager? Level 3 Applying
10
What do you think about brand tracking?
Level 4 Analysing
11
Compile your views on brand value chain.
Level 5 Evaluating
12
How would you evaluate global branding strategies?
Level 6 Creating
13
List any four role of brand manager.
Level 1 Remembering
14
Explain brand leverage.
Level 2 Understanding
15
How would you show your understanding of the term
brand audit?
Level 3 Applying
16
How would you measure brand performance?
Level 4 Analysing
17 What is brand pyramid? Level 1 Remembering
18 Illustrate with example the concept of brand personality. Level 2 Understanding
19 What is meant by brand equity management? Level 1 Remembering
20
Define Retail Branding & Brand Audit.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i) What are the qualitative measures for measuring the
sources of brand equity? (6 marks)
Level 1 Remembering
(ii) Discuss the quantitative measures for measuring the
sources of brand equity.(7 marks)
2
List the various ways by which brand performance can
be measured.
Level 2 Understanding
3
(i) Identify a fading brand. What suggestions can you
offer to revitalize its brand equity? (6 marks)
Level 3 Applying
(ii) Evaluate different approaches which could be used
to revitalize the brand and which strategies are
appropriate.
(7 marks)
4
(i)Analyze the major elements of a brand audit with
examples. (6 marks)
Level 4 Analysing
(ii)Discuss the factors measuring brand performance in
detail. (7 marks)
5
Can you assess various marketing communication
options available for a brand manager? List some
brands/categories where all the options are not available
to the concerned brand manager.
Level 5
Evaluating
6
How will you evaluate the process of establishing brand
equity management system in detail?
Level 6 Creating
7
Define brand value chain and discuss any three
elements which lead to increased shareholder value.
Level 1 Remembering
8
(i)Explain the role of brand managers. (7 marks)
Level 2 Understanding
(ii)List some of the characteristics of a successful brand
manager. (6 marks)
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid
coverage. They were also sought after endorsers of a number of products.
Questions:
i. Describe the reasons behind the trend of using celebrities to endorse products and the
benefits that a company obtains by doing so.
(7 marks)
ii. Discuss how certain celebrities signify certain values and the role they play in creating
new trends in the market.
(8 marks)
3
The case revolves around the decision of Kentucky based-bourbon company, Maker?s Mark, to
dilute the alcohol content of its iconic product, and the subsequent roll-back of the decision
following a backlash from its loyal customers. The whole incident was likened to what is
considered the biggest marketing fiasco of Coca-Cola Company, which reformulated its existing
product in 1985 and introduced a New Coke. The Coca-Cola fiasco is considered to be a part of
marketing folklore. Maker?s Mark had created and created a brand and cultivated a loyal customer
base. In addition to its Ambassador Loyalty Program, the company had relied heavily on online
and offline word-of-mouth marketing. Moreover, the bourbon maker had evolved from a no-
marketing company to a promotion savvy one.
Questions:
1. Analyze the company?s decision to dilute the product, and its response to the consumer
backlash that followed. (7marks)
2. Discuss whether the decision of Maker?s Mark was a public relations fiasco or a clever
marketing stunt. (8 marks)
4
The case examines the marketing strategies adopted by the leading Indian herbal healthcare
company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement
campaign for its personal care product range 'Ayurvedic Concepts.' The case explores the
company's efforts on R&D, product development and retailing fronts to change the perception of
Indian consumers about the contemporariness of Ayurveda for health care. The case also explains
rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
Questions:
i. Explain the issues involved in building the brand image of a product like Ayurvedic
Concepts and the role of advertising in building the brand image.
UNIT ? IV - BRAND EXTENSION
SYLLABUS: Brand Adoption Practices ? Different type of brand extension ? Factors
influencing Decision for extension ? Re-branding and re-launching.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
What are the reasons for brand failure?
Level 1 Remembering
2
Compare line extension and brand extension.
Level 2 Understanding
3
How would you show your understanding on the concept
Brand extendibility?
Level 3 Applying
4 Classify the major types of Brand Extension. Level 4 Analysing
5 Compile the various Re-branding strategies? Level 5 Evaluating
6
Justify the ways of Re-launching brands.
Level 6 Creating
7
Define Corporate Re-branding.
Level 1 Remembering
8 Summarize the advantages of brand extension. Level 2 Understanding
9
Identify some examples for brand re-launching.
Level 3 Applying
10 What do you think about product rebranding? Level 4 Analysing
11
Categorize the various brand adoption practices.
Level 5 Evaluating
12
Can you assess why re-launch is required?
Level 6 Creating
13
What is meant by Re-branding?
Level 1 Remembering
14
Compare launching and re ?launching.
Level 2 Understanding
15
How would you show your understanding on brand
adoption?
Level 3 Applying
16 Conclude your understanding on Re- launching. Level 4 Analysing
17
List few examples of products Re- branding.
Level 1 Remembering
18
Compare re-branding and re-launching.
Level 2 Understanding
19
List the challenges faced in branding.
Level 1 Remembering
20
Define brand extension.
Level 1 Remembering
PART- B
S.N
O
QUESTIONS
BT
LEVEL
COMPETENCE
1
List the reasons of re-branding. Level 1 Remembering
2
(i)Explain the various factors which are influencing the
decision for extension. (7 marks)
Level 2 Understanding
(ii)Outline the factors to be avoided while extending a
brand. (6 marks)
3
Brand is built in the minds of people. Do you agree?
Explain this in context in ?Asian paints.?
Level 3 Applying
4
(i)Examine the various Brand Adoption practices.(7 marks)
Level 4 Analysing
(ii)Analyze the importance of brand adoption practices.
(6 marks)
5
Discuss the different types of brand extensions.
Level 5
Evaluating
6
Evaluate the possible options / methods a marketer has to
revitalize his brand? Can you relate it to an Indian
example?
Level 6 Creating
7
(i)List the factors influencing the brand adoption process.
(8 marks)
Level 1 Remembering
(ii) Describe the differences between line extension and
brand extension.(5 marks)
8
Outline the process of brand adoption? Also explain how
does re-launching affect brand adopters?
Level 2 Understanding
9
(i)How would you understand type of brand extension with
suitable illustrations? (7 marks)
Level 3 Applying
(ii) Identify the various advantages and disadvantages of
brand extension. (6 marks)
10
How would you explain the Re-branding you have seen in
the market. Is it success or failure? Why?
Level 4 Analysing
11
(i)Define line extension. (3 marks)
Level 1 Remembering
(ii)Explain its need and the risk associated with line
extension. (10 marks)
12
(i)Explain the reasons for re-launching. (7 marks)
Level 2 Understanding
(ii)Outline the ways in which brands can be re-launched?
(6 marks)
13
How can a re-launch be successful? Level 4 Analysing
14
(i)What are the types of re-branding strategies? (6 marks)
Level 1 Remembering (ii)How would you describe the process of re-branding?
(7 marks)
PART - C
S.NO QUESTIONS
1
Nestl? India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl? SA, introduced
the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles
product.
With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles -
in the Indian packaged food market. Because of its first-mover advantage, NIL successfully
managed to retain its leadership in the instant noodles category even until the early 2000s. Over
the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and
ketchups, and cooking aids among others. However, these product extensions were not as
successful as the instant noodles. In 2005, NIL started offering a range of new 'healthy' products
under the Maggi brand, in a bid to attract health-conscious consumers. This case looks at the
various phases in the product life cycle of Maggi noodles in India. It talks about the various
measures taken by NIL to keep the Maggi brand fresh in the minds of Indian consumers. The case
also talks about the various extensions of the Maggi brand and tries to analyze why only the sauces
and ketchups category, among all the other product extensions, managed to succeed.
It further discusses the measures taken by NIL to reposition Maggi as a 'health product'. The case
ends with a discussion whether NIL would be successful in sustaining this new image for Maggi
in the market.
Questions:
i. Explain the strategies undertaken by a major FMCG company to create and establish
a new product category. (5 marks)
ii. Study the issues involved in brand extensions. (5 marks)
iii. Describe the strategies adopted by an FMCG major in repositioning a popular brand.
(5 marks)
2
How will you decide how much of to be Re-Branded?
3
3) As a manager explain what are the ways in which Re-launching of brands can be done.
4
Brand extension is certainly a way in which the brand can be made much stronger but it also has
the potential to dilute the brand equity or cannibalize sales of the parent brand. Too much brand
extension that we see nowadays could be viewed as indicative of poor brand practice.
Questions: What are the ways in which a brand can be extended?
UNIT ? V - BRAND PERFORMANCE
SYLLABUS: Measuring Brand Performance ? Brand Equity Management - Global Branding
strategies - Brand Audit ? Brand Equity Measurement ? Brand Leverage -Role of Brand
Managers? Branding challenges & opportunities.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand equity. Level 1 Remembering
2 Compare Aaker?s and Keller?s model of brand equity. Level 2 Understanding
3
Identify the importance of brand marketing.
Level 3 Applying
4
What do you think about brand performance?
Level 4 Analysing
5
Can you assess the opportunities for brand manager in
global market?
Level 5 Evaluating
6 Interpret the necessity of brand awareness? Level 6 Creating
7
List three challenges which brand managers face in the
current market environment.
Level 1 Remembering
8 Compare brand revitalization and symbolic brand. Level 2 Understanding
9 Identify the need of a brand manager? Level 3 Applying
10
What do you think about brand tracking?
Level 4 Analysing
11
Compile your views on brand value chain.
Level 5 Evaluating
12
How would you evaluate global branding strategies?
Level 6 Creating
13
List any four role of brand manager.
Level 1 Remembering
14
Explain brand leverage.
Level 2 Understanding
15
How would you show your understanding of the term
brand audit?
Level 3 Applying
16
How would you measure brand performance?
Level 4 Analysing
17 What is brand pyramid? Level 1 Remembering
18 Illustrate with example the concept of brand personality. Level 2 Understanding
19 What is meant by brand equity management? Level 1 Remembering
20
Define Retail Branding & Brand Audit.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i) What are the qualitative measures for measuring the
sources of brand equity? (6 marks)
Level 1 Remembering
(ii) Discuss the quantitative measures for measuring the
sources of brand equity.(7 marks)
2
List the various ways by which brand performance can
be measured.
Level 2 Understanding
3
(i) Identify a fading brand. What suggestions can you
offer to revitalize its brand equity? (6 marks)
Level 3 Applying
(ii) Evaluate different approaches which could be used
to revitalize the brand and which strategies are
appropriate.
(7 marks)
4
(i)Analyze the major elements of a brand audit with
examples. (6 marks)
Level 4 Analysing
(ii)Discuss the factors measuring brand performance in
detail. (7 marks)
5
Can you assess various marketing communication
options available for a brand manager? List some
brands/categories where all the options are not available
to the concerned brand manager.
Level 5
Evaluating
6
How will you evaluate the process of establishing brand
equity management system in detail?
Level 6 Creating
7
Define brand value chain and discuss any three
elements which lead to increased shareholder value.
Level 1 Remembering
8
(i)Explain the role of brand managers. (7 marks)
Level 2 Understanding
(ii)List some of the characteristics of a successful brand
manager. (6 marks)
9
A criticism is often levied that branding is another way
of exploiting customers to pay more. How would you
defend yourself if you were a brand manager?
Level 3 Applying
10
Analyze the global branding strategies.
Level 4 Analysing
11
(i)What is Aaker?s Model of brand equity? Explain.
(7 marks)
Level 1 Remembering
(ii)Explain the drivers of brand equity. (6 marks)
12
(i)List the branding challenges and opportunities faced
by a brand manager in sustaining brands and lead to
successful brand management. (8 marks)
Level 2 Understanding
(ii) Outline the characteristics required for a successful
brand manager.(5 marks)
13
Analyze the Keller?s Model of brand equity in detail.
Level 4 Analysing
14
(i)What is to be tracked in brand tracking studies and
how? (8 marks)
Level 1 Remembering
(ii) Explain the sources of brand equity. (5 marks)
PART - C
S.NO QUESTIONS
1
This case discusses the evolution and growth of the brand management system of the US based
FMCG major -Procter & Gamble (P&G). It describes in detail how the 'brand management' in the
1940s evolved into 'category management' in the 1980s, as the brand portfolio of P&G expanded.
Finally, the case focuses on how category management is gradually evolving into 'cohort
management' at P&G in the initial years of the new millennium. The case also examines in detail
the best practices followed by P&G in managing brands.
Questions:
1. Explain the significance of a brand manager, brand management system and category
management
2
The case, "Branded Gold Jewellery Market in India", gives an overview of the branded jewellery
market and branded jewellery players in India.The case explains the shift in preference of Indian
consumers from heavy jewellery to lightweight jewellery and the entry of branded jewellery
players in the Indian market. The case also explains how the branded players are changing the
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid
coverage. They were also sought after endorsers of a number of products.
Questions:
i. Describe the reasons behind the trend of using celebrities to endorse products and the
benefits that a company obtains by doing so.
(7 marks)
ii. Discuss how certain celebrities signify certain values and the role they play in creating
new trends in the market.
(8 marks)
3
The case revolves around the decision of Kentucky based-bourbon company, Maker?s Mark, to
dilute the alcohol content of its iconic product, and the subsequent roll-back of the decision
following a backlash from its loyal customers. The whole incident was likened to what is
considered the biggest marketing fiasco of Coca-Cola Company, which reformulated its existing
product in 1985 and introduced a New Coke. The Coca-Cola fiasco is considered to be a part of
marketing folklore. Maker?s Mark had created and created a brand and cultivated a loyal customer
base. In addition to its Ambassador Loyalty Program, the company had relied heavily on online
and offline word-of-mouth marketing. Moreover, the bourbon maker had evolved from a no-
marketing company to a promotion savvy one.
Questions:
1. Analyze the company?s decision to dilute the product, and its response to the consumer
backlash that followed. (7marks)
2. Discuss whether the decision of Maker?s Mark was a public relations fiasco or a clever
marketing stunt. (8 marks)
4
The case examines the marketing strategies adopted by the leading Indian herbal healthcare
company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement
campaign for its personal care product range 'Ayurvedic Concepts.' The case explores the
company's efforts on R&D, product development and retailing fronts to change the perception of
Indian consumers about the contemporariness of Ayurveda for health care. The case also explains
rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
Questions:
i. Explain the issues involved in building the brand image of a product like Ayurvedic
Concepts and the role of advertising in building the brand image.
UNIT ? IV - BRAND EXTENSION
SYLLABUS: Brand Adoption Practices ? Different type of brand extension ? Factors
influencing Decision for extension ? Re-branding and re-launching.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
What are the reasons for brand failure?
Level 1 Remembering
2
Compare line extension and brand extension.
Level 2 Understanding
3
How would you show your understanding on the concept
Brand extendibility?
Level 3 Applying
4 Classify the major types of Brand Extension. Level 4 Analysing
5 Compile the various Re-branding strategies? Level 5 Evaluating
6
Justify the ways of Re-launching brands.
Level 6 Creating
7
Define Corporate Re-branding.
Level 1 Remembering
8 Summarize the advantages of brand extension. Level 2 Understanding
9
Identify some examples for brand re-launching.
Level 3 Applying
10 What do you think about product rebranding? Level 4 Analysing
11
Categorize the various brand adoption practices.
Level 5 Evaluating
12
Can you assess why re-launch is required?
Level 6 Creating
13
What is meant by Re-branding?
Level 1 Remembering
14
Compare launching and re ?launching.
Level 2 Understanding
15
How would you show your understanding on brand
adoption?
Level 3 Applying
16 Conclude your understanding on Re- launching. Level 4 Analysing
17
List few examples of products Re- branding.
Level 1 Remembering
18
Compare re-branding and re-launching.
Level 2 Understanding
19
List the challenges faced in branding.
Level 1 Remembering
20
Define brand extension.
Level 1 Remembering
PART- B
S.N
O
QUESTIONS
BT
LEVEL
COMPETENCE
1
List the reasons of re-branding. Level 1 Remembering
2
(i)Explain the various factors which are influencing the
decision for extension. (7 marks)
Level 2 Understanding
(ii)Outline the factors to be avoided while extending a
brand. (6 marks)
3
Brand is built in the minds of people. Do you agree?
Explain this in context in ?Asian paints.?
Level 3 Applying
4
(i)Examine the various Brand Adoption practices.(7 marks)
Level 4 Analysing
(ii)Analyze the importance of brand adoption practices.
(6 marks)
5
Discuss the different types of brand extensions.
Level 5
Evaluating
6
Evaluate the possible options / methods a marketer has to
revitalize his brand? Can you relate it to an Indian
example?
Level 6 Creating
7
(i)List the factors influencing the brand adoption process.
(8 marks)
Level 1 Remembering
(ii) Describe the differences between line extension and
brand extension.(5 marks)
8
Outline the process of brand adoption? Also explain how
does re-launching affect brand adopters?
Level 2 Understanding
9
(i)How would you understand type of brand extension with
suitable illustrations? (7 marks)
Level 3 Applying
(ii) Identify the various advantages and disadvantages of
brand extension. (6 marks)
10
How would you explain the Re-branding you have seen in
the market. Is it success or failure? Why?
Level 4 Analysing
11
(i)Define line extension. (3 marks)
Level 1 Remembering
(ii)Explain its need and the risk associated with line
extension. (10 marks)
12
(i)Explain the reasons for re-launching. (7 marks)
Level 2 Understanding
(ii)Outline the ways in which brands can be re-launched?
(6 marks)
13
How can a re-launch be successful? Level 4 Analysing
14
(i)What are the types of re-branding strategies? (6 marks)
Level 1 Remembering (ii)How would you describe the process of re-branding?
(7 marks)
PART - C
S.NO QUESTIONS
1
Nestl? India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl? SA, introduced
the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles
product.
With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles -
in the Indian packaged food market. Because of its first-mover advantage, NIL successfully
managed to retain its leadership in the instant noodles category even until the early 2000s. Over
the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and
ketchups, and cooking aids among others. However, these product extensions were not as
successful as the instant noodles. In 2005, NIL started offering a range of new 'healthy' products
under the Maggi brand, in a bid to attract health-conscious consumers. This case looks at the
various phases in the product life cycle of Maggi noodles in India. It talks about the various
measures taken by NIL to keep the Maggi brand fresh in the minds of Indian consumers. The case
also talks about the various extensions of the Maggi brand and tries to analyze why only the sauces
and ketchups category, among all the other product extensions, managed to succeed.
It further discusses the measures taken by NIL to reposition Maggi as a 'health product'. The case
ends with a discussion whether NIL would be successful in sustaining this new image for Maggi
in the market.
Questions:
i. Explain the strategies undertaken by a major FMCG company to create and establish
a new product category. (5 marks)
ii. Study the issues involved in brand extensions. (5 marks)
iii. Describe the strategies adopted by an FMCG major in repositioning a popular brand.
(5 marks)
2
How will you decide how much of to be Re-Branded?
3
3) As a manager explain what are the ways in which Re-launching of brands can be done.
4
Brand extension is certainly a way in which the brand can be made much stronger but it also has
the potential to dilute the brand equity or cannibalize sales of the parent brand. Too much brand
extension that we see nowadays could be viewed as indicative of poor brand practice.
Questions: What are the ways in which a brand can be extended?
UNIT ? V - BRAND PERFORMANCE
SYLLABUS: Measuring Brand Performance ? Brand Equity Management - Global Branding
strategies - Brand Audit ? Brand Equity Measurement ? Brand Leverage -Role of Brand
Managers? Branding challenges & opportunities.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand equity. Level 1 Remembering
2 Compare Aaker?s and Keller?s model of brand equity. Level 2 Understanding
3
Identify the importance of brand marketing.
Level 3 Applying
4
What do you think about brand performance?
Level 4 Analysing
5
Can you assess the opportunities for brand manager in
global market?
Level 5 Evaluating
6 Interpret the necessity of brand awareness? Level 6 Creating
7
List three challenges which brand managers face in the
current market environment.
Level 1 Remembering
8 Compare brand revitalization and symbolic brand. Level 2 Understanding
9 Identify the need of a brand manager? Level 3 Applying
10
What do you think about brand tracking?
Level 4 Analysing
11
Compile your views on brand value chain.
Level 5 Evaluating
12
How would you evaluate global branding strategies?
Level 6 Creating
13
List any four role of brand manager.
Level 1 Remembering
14
Explain brand leverage.
Level 2 Understanding
15
How would you show your understanding of the term
brand audit?
Level 3 Applying
16
How would you measure brand performance?
Level 4 Analysing
17 What is brand pyramid? Level 1 Remembering
18 Illustrate with example the concept of brand personality. Level 2 Understanding
19 What is meant by brand equity management? Level 1 Remembering
20
Define Retail Branding & Brand Audit.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i) What are the qualitative measures for measuring the
sources of brand equity? (6 marks)
Level 1 Remembering
(ii) Discuss the quantitative measures for measuring the
sources of brand equity.(7 marks)
2
List the various ways by which brand performance can
be measured.
Level 2 Understanding
3
(i) Identify a fading brand. What suggestions can you
offer to revitalize its brand equity? (6 marks)
Level 3 Applying
(ii) Evaluate different approaches which could be used
to revitalize the brand and which strategies are
appropriate.
(7 marks)
4
(i)Analyze the major elements of a brand audit with
examples. (6 marks)
Level 4 Analysing
(ii)Discuss the factors measuring brand performance in
detail. (7 marks)
5
Can you assess various marketing communication
options available for a brand manager? List some
brands/categories where all the options are not available
to the concerned brand manager.
Level 5
Evaluating
6
How will you evaluate the process of establishing brand
equity management system in detail?
Level 6 Creating
7
Define brand value chain and discuss any three
elements which lead to increased shareholder value.
Level 1 Remembering
8
(i)Explain the role of brand managers. (7 marks)
Level 2 Understanding
(ii)List some of the characteristics of a successful brand
manager. (6 marks)
9
A criticism is often levied that branding is another way
of exploiting customers to pay more. How would you
defend yourself if you were a brand manager?
Level 3 Applying
10
Analyze the global branding strategies.
Level 4 Analysing
11
(i)What is Aaker?s Model of brand equity? Explain.
(7 marks)
Level 1 Remembering
(ii)Explain the drivers of brand equity. (6 marks)
12
(i)List the branding challenges and opportunities faced
by a brand manager in sustaining brands and lead to
successful brand management. (8 marks)
Level 2 Understanding
(ii) Outline the characteristics required for a successful
brand manager.(5 marks)
13
Analyze the Keller?s Model of brand equity in detail.
Level 4 Analysing
14
(i)What is to be tracked in brand tracking studies and
how? (8 marks)
Level 1 Remembering
(ii) Explain the sources of brand equity. (5 marks)
PART - C
S.NO QUESTIONS
1
This case discusses the evolution and growth of the brand management system of the US based
FMCG major -Procter & Gamble (P&G). It describes in detail how the 'brand management' in the
1940s evolved into 'category management' in the 1980s, as the brand portfolio of P&G expanded.
Finally, the case focuses on how category management is gradually evolving into 'cohort
management' at P&G in the initial years of the new millennium. The case also examines in detail
the best practices followed by P&G in managing brands.
Questions:
1. Explain the significance of a brand manager, brand management system and category
management
2
The case, "Branded Gold Jewellery Market in India", gives an overview of the branded jewellery
market and branded jewellery players in India.The case explains the shift in preference of Indian
consumers from heavy jewellery to lightweight jewellery and the entry of branded jewellery
players in the Indian market. The case also explains how the branded players are changing the
perceptions and attitudes of Indian customers towards jewellery. The strategies adopted by
branded players to increase their share in the jewellery market are also discussed.
Questions:
1. Evaluate the effectiveness of the strategies adopted by the branded players for increasing
their share of the market.
(7 marks)
2. Identify the branded jewellery player who is likely to lead the industry.
(8 marks)
3
This case is about Nokia Corporation's (Nokia) strategies to revive the 'Nokia' brand. Despite
being the market leader in the mobile phone market since 1998, the company saw a decline in its
brand value since the early 2000s. The year 2004, in particular, saw major erosion in Nokia's brand
value as well as its market share. Since 2005, the company started taking various initiatives that
went a long way in reviving the 'Nokia' brand. In addition to focusing on innovative products, it
decided to move beyond umbrella branding and introduced sub brands. The 'N series' sub brand
was used for the high-end multimedia phones which had features such as high powered digital
cameras and portable digital music players. N series was targeted at the young and tech-savvy
customers. Another sub brand, E series, was targeted at users. In 2007, Nokia entered the
Internet services market with the launch of another sub brand 'Ovi'. Ovi was an umbrella brand
for a range of Internet services such as online music store, a navigation system, and a gaming
service called 'N-Gage Arena. Analysts felt that the company did this in order to compete with
Apple Inc. that had entered the mobile phone market with the launch of the I Phone. Analysts felt
that the sub brands, N series in particular, went a long way in reviving the mother brand and also
brought back the younger buyers who were moving away from 'Nokia' in favour of its rivals such
as Samsung and Sony Ericsson.
Questions:
i. Describe the issues and challenges faced by a mature brand. (5 marks)
ii. Analyze the reasons for the decline in Nokia's brand value in the early 2000s and
how Nokia revived the brand. (5 marks)
iii. Understand the advantage and disadvantages of umbrella branding. (5 marks)
FirstRanker.com - FirstRanker's Choice
?
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
III SEMESTER
BA5001 ?BRAND MANAGEMENT
Regulation ? 2017
Academic Year 2019 - 2020
Prepared by
Mr. ANAND.J ? Asst. Professor
? .
DEPARTMENT OFMANAGEMENT STUDIES
QUESTION BANK
SUBJECT : BA5001 ?BRAND MANAGEMENT
SEM / YEAR : III Semester / II Year
UNIT ? I ? INTRODUCTION
SYLLABUS: Basics Understanding of Brands ? Definitions - Branding Concepts ? Functions of
Brand -Significance of Brands ? Different Types of Brands ? Co branding ? Store brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define Brand.
Level 1 Remembering
2
Distinguish between global brands and national brands.
Level 2 Understanding
3
Identify how branding of goods/services helps marketers
to connect with customers?
Level 3 Applying
4
Classify the brand elements.
Level 4 Analysing
5
Discuss the concept of Co-branding and branding.
Level 5 Evaluating
6
Interpret the characteristics of successful brands.
Level 6 Creating
7
Define iconic brand?
Level 1 Remembering
8
Compare brand-product matrix and brand hierarchy.
Level 2 Understanding
9
How would you show your understanding of Nilgiris
stores stock their own brand of tea and those from Brooke
Bond? What are the branding implications of this strategy?
Level 3 Applying
10
What conclusion can you draw from brand failure?
Level 4 Analysing
11
How brand identity is understood?
Level 5 Evaluating
12
Interpret the importance of branding to the customer.
Level 6 Creating
13 Define private labels. Level 1 Remembering
14 Compare Brand and Product. Level 2 Understanding
15
How would you show your understanding of the term
commodity?
Level 3 Applying
16 Classify the types of brands. Level 4 Analysing
17
Define e-brand.
Level 1 Remembering
18 Classify the levels of brand. Level 2 Understanding
19
Define a logo.
Level 1 Remembering
20 What are the functions of a brand? Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the various functions of a
brand? (7 marks)
Level 1 Remembering
(ii) List the levels of brand in detail. (6 marks)
2
How would you summarize the concept of store
brands?
Level 2 Understanding
3
(i)How would you show your understanding of co-
branding strategies? (7 marks)
Level 3 Applying
(ii)Identify the factors to be considered in co-
branding? (6 marks)
4 Analyze the different types of brands with examples? Level 4 Analysing
5
(i)Categorize different branding strategies. (7 marks)
Level 5
Evaluating
(ii) Discuss the advantages of store brands. (6 marks)
6
Evaluate branding strategy/brand architecture is
generally classified as house of brands of a brand
house. Discuss these using suitable examples.
Level 6 Creating
7
Define branding. Why branding is significant in
current marketing scenario?
Level 1 Remembering
8
(i)How would you summarize the concept system
view of brands? (7 marks)
Level 2 Understanding
(ii)What are the challenges and Opportunities imbibed
in branding? (6 marks)
9 Identify the advantages of branding a product. Level 3 Applying
10
(i)Analyze this statement ?People have more faith in
brands rather than products.? (7 marks)
Level 4 Analysing
(ii)What conclusion can you draw from the role of
branding? (6 marks)
11
How would you describe the branding concepts in
detail?
Level 1 Remembering
12
(i)How would you summarize the significance of
brands? (7 marks)
Level 2 Understanding
(ii)What are the limitations of brand? (6 marks)
13
Analyze the essential criteria of successful brands? Level 4 Analysing
14
(i)List the importance of branding. (7 marks)
Level 1 Remembering (ii)How would you describe the process of branding?
(6 marks)
PART - C
S.NO QUESTIONS
1
The case provides a detailed description of how Kerala, a small state situated in south India built
a global reputation as a 'brand? over the years, as a tourist destination. The state's humble
beginnings and its gradual attainment of the position of the world's top 10 paradises is explored
in this case. The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference between the attempt to
brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.
Questions: Understand the importance of branding a place to successfully promote it as a tourist
destination.
2
Discuss the statement ?Private label producer can offer lower prices than retailers.?
3
As a brand manager what is your strategy towards branding of Sports, Arts and Entertainment?
4
Consumer preferences and Co-branding brings us to the issue of how relevant component
branding is to consumer choice and preference. For a customer to make his purchase decision
based on the branded component, the latter should be an important part of the final product as in
the case of microprocessors or even car tyres. This is when the seller can get away with charging
price premiums, but at times the branded component is so important that the consumer is willing
to consider other final products with the same branded components. This is a case of asymmetry
in gains and losses when the component becomes more important than the product. Another
danger is that of bundling two brands of which the customer likes and prefers one brand but has
negative feelings over the other. As a result, the equity could get eroded significantly. The
question is, can a strong brand help to tide over the negative attitude, and may result in a change
of attitude over the other. Hence, the following questions are becoming very critical to decide the
issue
a. When does a consumer actually prefer branded components? (5 marks)
b. What are the optimal pricing methods (including premium)? (5 marks)
c. Post-alliance attitude towards both the brands? (5 marks)
UNIT ? II - BRAND STRATEGIES
SYLLABUS: Strategic Brand Management process ? Building a strong brand ? Brand positioning
? Establishing Brand values ? Brand vision ? Brand Elements ? Branding for Global Markets ?
Competing with foreign brands.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
Define brand vision.
Level 1 Remembering
2
Compare brand image and brand identity.
Level 2 Understanding
3
Identify the importance of the values associated with a
brand.
Level 3 Applying
4
Classify the criteria for choosing brand elements.
Level 4 Analysing
5
How do you build a strong brand?
Level 5 Evaluating
6
Interpret the main criteria when selecting elements for a
brand?
Level 6 Creating
7
Define brand management.
Level 1 Remembering
8
Outline the two competitive brands and list their POPs and
PODs.
Level 2 Understanding
9
How would you show your understanding of Global
Branding?
Level 3 Applying
10
Define target marketing.
Level 4 Analysing
11
Define core brand values and brand value.
Level 5 Evaluating
12 Explain branding for global markets. Level 6 Creating
13
What example can you state for strong Indian Brands?
Level 1 Remembering
14 Classify the types of brand names. Level 2 Understanding
15
List the stages in strategic brand management process.
Level 3 Applying
16
Interpret the importance of brand positioning.
Level 4 Analysing
17
Define brand differentiation.
Level 1 Remembering
18 Compare brand positioning and product positioning. Level 2 Understanding
19 Explain the ways in competing with foreign brands. Level 1 Remembering
20 What is brand mantra / brand essence? Give an example. Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)Explain the steps involved in brand image building.
(7 marks)
Level 1 Remembering (ii)List the pros and cons of the different methods of
brand building exercises carried out by the Indian
Marketers. (6 marks)
2
With examples explain the strategies adopted by the
marketers of Indian Brands when competing with foreign
brands.
Level 2 Understanding
3
(i)How would you show your understanding on the
strategic Brand Management process?
(7 marks)
Level 3 Applying
(ii)Identify the Competitive Positioning, POPs and
PODs. (6 marks)
4
Categorize the best ways to compete with foreign
brands? Discuss.
Level 4 Analysing
5
(i)Discuss the advantages and disadvantages of a global
marketing programme? (8 marks)
Level 5
Evaluating
(ii) How global marketing programme is similar or
different for a particular brand. Give an example. (5
marks)
6
Interpret how brand names have become generic terms
with illustration.
Level 6 Creating
7
Explain the different branding strategies to be followed
when a product is marketed globally. Critically examine
the branding for global markets in detail?
Level 1 Remembering
8
(i)Outline the concept of Re-Positioning. (7 marks)
Level 2 Understanding (ii) What are the characteristics of strong brands? (6
marks)
9
How would you show your understanding of brand
positioning? What follies must marketers avoid while
positioning their brand?
Level 3 Applying
10
(i)Categorize how a local brand can compete with foreign
brands? (7 marks)
Level 4 Analysing
(ii)Analyze the statement ?Positioning requires a
thorough understanding of three Cs as Customers,
Competition, and Channel.? (6 marks)
11
How would you evaluate the various methods of brand
valuation in the Indian Context? Explain the factors in
building brand value.
Level 1 Remembering
12
Outline the process of building a strong brand. What is
strong brand?
Level 2 Understanding
13
Analyze the statement ?Brand positioning is important
part in branding.?
Level 4 Analysing
14
(i)What are the barriers to globalization of brands? (7
marks) Level 1 Remembering
(ii)List the factors favoring global branding. (6 marks)
PART - C
S.NO QUESTIONS
1
The case discusses brand management practices at the world-renowned Singapore Airlines (SIA).
While building the brand, SIA focused on innovation, best technology, and offering genuine
quality and excellent customer service. SIA had been known through its brand icon the ?Singapore
Girl? since 1972. Over the years, this icon had become synonymous with the airlines and was
highlighted in every promotional activity. The Singapore Girl was portrayed as being gentle,
warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It
was honored with many prestigious awards for its exceptional customer services. Even during the
economic crisis post 2008, SIA preferred to launch a low-cost airline ? Scoot ? rather than dilute
its established customer services.
Questions:
1. Examine the various initiatives taken by Singapore Airlines to revamp the brand. (7 marks)
2. Understand the role of social media in facilitating two-way communication. List out pros and
cons of late entry of Singapore Airlines into social media. (8 marks)
2
The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading
Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early
21st century. It traces M&M's evolution from being just another Mahindra Group company into a
major Indian conglomerate. The reasons for the decision to develop the Scorpio are
explained and details on the efforts that went into the creation of the vehicle are provided.
Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and
promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for
popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.
Questions:
i. Understand how changing market dynamics can force an industry leader to restructure
its strategies (in terms of modifying the product mix and entering new segments)
3
The case ?Pearl River Piano ? Tuning into the Global Market,? describes the growth of China-
based Guangzhou Pearl River Piano Group Ltd. (PRGP) from a small Chinese piano manufacturer
to the world?s largest manufacturer of pianos. The case starts out by mentioning the company?s
gradual development as a result of the booming Chinese economy. Then it provides details about
the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the
pianos and make them appealing to a global market.
Questions:
1. Identify the various methods of making a market entry into a mature market. (5 marks)
2. Explain the importance of quality and price in providing unique competitive advantages. (5
marks)
3. Describe the means of increasing brand image. (5 marks)
4
The case ?The Unique Brand Elements of Hotel Saravana Bhavan ? An International Restaurant
Chain? talks about the journey of HSB from a small restaurant to a global restaurant chain. The
case starts out by providing in detail the background of HSB?s founder Rajagopal and his various
entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the
company?s forays into other areas of the restaurant industry is also provided. The various aspects
of HSB that paved the way for its eventual success such as the emphasis on the usage of quality
ingredients, the extreme care taken to provide a standard, high level taste for its food, and the
stress on cleanliness is described in detail. The case also mentions the various benefits provided
by HSB to its employees to motivate them to provide the impeccable service, which was a
hallmark of the restaurant chain.
Questions:
1. Explain the importance of aspects such as food quality and taste in the restaurant industry. (5
marks) Describe how provision of excellent benefits to employees lead to superior customer
service.(5 marks)
2. How reputation management is important in the restaurant industry.(5 marks)
UNIT ? III - BRAND COMMUNICATIONS
SYLLABUS: Brand image Building ? Brand Loyalty programmes ? Brand Promotion Methods ?
Role of Brand ambassadors, celebrities ? On line Brand Promotions.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand image. Level 1 Remembering
2
Differentiate B2B brand promotion from B2C brand
promotion.
Level 2 Understanding
3
Identify the role of celebrities in brand building.
Level 3 Applying
4
Categorize brand endorsement.
Level 4 Analysing
5 Discuss the concept of brand ambassador. Level 5 Evaluating
6
Interpret the importance of branding to the firm.
Level 6 Creating
7 What is brand communication? Level 1 Remembering
8
Compare brand image and brand identity.
Level 2 Understanding
9
How would you make use of different types of brand
image?
Level 3 Applying
10
What are the three dimensions of brand image?
Level 4 Analysing
11
How segmentation helps to build brand loyalty?
Level 5 Evaluating
12
Justify the roles of brand ambassador.
Level 6 Creating
13 Define online brand promotion. Level 1 Remembering
14
Distinguish between brand ambassador and celebrity
endorsement.
Level 2 Understanding
15
How would you show your understanding on the concept
of brand promotion?
Level 3 Applying
16
Conclude your understanding on the influences of celebrity
endorsements on consumer?
Level 4 Analysing
17 Classify the various brand promotion methods? Level 1 Remembering
18
Illustrate with example the options a brand manager has to
promote his brand online.
Level 2 Understanding
19
What is celebrity endorsement & loyalty programmes?
Level 1 Remembering
20
Define brand loyalty.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i)How would you describe the role of brand
ambassadors in promoting consumer durables? (7 marks)
Level 1 Remembering
(ii) What are the disadvantages of a celebrity
endorsement? (6 marks)
2
?Online brand promotions have become very
challenging? ? comment.
Level 2 Understanding
3
How would you show your understanding on various
customer loyalty programmes.
Level 3 Applying
4
(i)What are the types of brand image? (5 marks)
Level 4 Analysing (ii)Analyze the process of building brand image. (8
marks)
5
(i)Brand ambassadors are generally useful for only
certain brands. Do you agree? Explain. (7 marks)
Level 5
Evaluating
(ii)Discuss the pros and cons of using a brand
ambassador? (6 marks)
6
Evaluate ?Brands are basically build by advertising? is a
misconception.
Level 6 Creating
7
(i)List the steps involved in online brand promotions.
(7 marks)
Level 1 Remembering
(ii) How would you describe the role of online brand
promotion? (6 marks)
8
Classify the various methods for brand promotion.
Level 2 Understanding
9
(i)How would you use the different criteria for brand
promotion programmes? (7 marks)
Level 3 Applying
(ii) Identify the importance of brand promotion to
houses, consumers and the society. (6 marks)
10
(i)What are the criteria for a good Brand Ambassador?
(7 marks)
Level 4 Analysing
(ii)When does a Brand need a celebrity as Brand
Ambassador? (6 marks)
11
(i)Explain how effective are brand loyalty programmes
in brand communication? (8 marks)
Level 1 Remembering
(ii)How would you describe the influence of celebrity
endorsements on consumer? (5 marks)
12
Illustrate how a firm can leverage upon various brand
loyalty programmes.
Level 2 Understanding
13
What are the guidelines for online brand promotion?
Level 4 Analysing
14
Define celebrity endorsement. ?Indian T.V.
advertisement is full of celebrities,? discuss the reasons
for the same.
Level 1 Remembering
PART - C
S.NO QUESTIONS
1
The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar
for various companies across the world in the early 21st century. The creation,
development and management of Harry Potter as a brand is examined in detail. The case then
describes the various marketing and promotional activities taken up by Harry Potter's author and
publishers in the UK and the US. Thereafter, the case examines how Warner Brothers (which
acquired its worldwide licensing and movie rights), turned the brand into an immensely successful
marketing property.
The case also explains the reasons why Warner Brothers and J.K Rowling were very protective
about the brand and what precautions they took to ensure that the brand's image does not get
diluted. Finally, the case also comments about the future prospects of the Harry Potter
brand.
Questions:
1. Describe the importance of carefully designed marketing efforts for creating and managing
strong brands. (7 marks)
2. Examine the synergies between the print and entertainment media and appreciate how
successful books are made into movies and the marketing of such movies.
(8 marks)
2
David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st
century. His amazing ability to score from free kicks coupled with his good looks earned him a
lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse
products and a number of important companies vied to sign him on for endorsements. Born of
middle class parents, David Beckham was obsessed with football from his childhood and always
dreamed of playing professionally. He was signed up by Manchester United, one of the most
popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability
to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and
his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid
coverage. They were also sought after endorsers of a number of products.
Questions:
i. Describe the reasons behind the trend of using celebrities to endorse products and the
benefits that a company obtains by doing so.
(7 marks)
ii. Discuss how certain celebrities signify certain values and the role they play in creating
new trends in the market.
(8 marks)
3
The case revolves around the decision of Kentucky based-bourbon company, Maker?s Mark, to
dilute the alcohol content of its iconic product, and the subsequent roll-back of the decision
following a backlash from its loyal customers. The whole incident was likened to what is
considered the biggest marketing fiasco of Coca-Cola Company, which reformulated its existing
product in 1985 and introduced a New Coke. The Coca-Cola fiasco is considered to be a part of
marketing folklore. Maker?s Mark had created and created a brand and cultivated a loyal customer
base. In addition to its Ambassador Loyalty Program, the company had relied heavily on online
and offline word-of-mouth marketing. Moreover, the bourbon maker had evolved from a no-
marketing company to a promotion savvy one.
Questions:
1. Analyze the company?s decision to dilute the product, and its response to the consumer
backlash that followed. (7marks)
2. Discuss whether the decision of Maker?s Mark was a public relations fiasco or a clever
marketing stunt. (8 marks)
4
The case examines the marketing strategies adopted by the leading Indian herbal healthcare
company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement
campaign for its personal care product range 'Ayurvedic Concepts.' The case explores the
company's efforts on R&D, product development and retailing fronts to change the perception of
Indian consumers about the contemporariness of Ayurveda for health care. The case also explains
rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
Questions:
i. Explain the issues involved in building the brand image of a product like Ayurvedic
Concepts and the role of advertising in building the brand image.
UNIT ? IV - BRAND EXTENSION
SYLLABUS: Brand Adoption Practices ? Different type of brand extension ? Factors
influencing Decision for extension ? Re-branding and re-launching.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1
What are the reasons for brand failure?
Level 1 Remembering
2
Compare line extension and brand extension.
Level 2 Understanding
3
How would you show your understanding on the concept
Brand extendibility?
Level 3 Applying
4 Classify the major types of Brand Extension. Level 4 Analysing
5 Compile the various Re-branding strategies? Level 5 Evaluating
6
Justify the ways of Re-launching brands.
Level 6 Creating
7
Define Corporate Re-branding.
Level 1 Remembering
8 Summarize the advantages of brand extension. Level 2 Understanding
9
Identify some examples for brand re-launching.
Level 3 Applying
10 What do you think about product rebranding? Level 4 Analysing
11
Categorize the various brand adoption practices.
Level 5 Evaluating
12
Can you assess why re-launch is required?
Level 6 Creating
13
What is meant by Re-branding?
Level 1 Remembering
14
Compare launching and re ?launching.
Level 2 Understanding
15
How would you show your understanding on brand
adoption?
Level 3 Applying
16 Conclude your understanding on Re- launching. Level 4 Analysing
17
List few examples of products Re- branding.
Level 1 Remembering
18
Compare re-branding and re-launching.
Level 2 Understanding
19
List the challenges faced in branding.
Level 1 Remembering
20
Define brand extension.
Level 1 Remembering
PART- B
S.N
O
QUESTIONS
BT
LEVEL
COMPETENCE
1
List the reasons of re-branding. Level 1 Remembering
2
(i)Explain the various factors which are influencing the
decision for extension. (7 marks)
Level 2 Understanding
(ii)Outline the factors to be avoided while extending a
brand. (6 marks)
3
Brand is built in the minds of people. Do you agree?
Explain this in context in ?Asian paints.?
Level 3 Applying
4
(i)Examine the various Brand Adoption practices.(7 marks)
Level 4 Analysing
(ii)Analyze the importance of brand adoption practices.
(6 marks)
5
Discuss the different types of brand extensions.
Level 5
Evaluating
6
Evaluate the possible options / methods a marketer has to
revitalize his brand? Can you relate it to an Indian
example?
Level 6 Creating
7
(i)List the factors influencing the brand adoption process.
(8 marks)
Level 1 Remembering
(ii) Describe the differences between line extension and
brand extension.(5 marks)
8
Outline the process of brand adoption? Also explain how
does re-launching affect brand adopters?
Level 2 Understanding
9
(i)How would you understand type of brand extension with
suitable illustrations? (7 marks)
Level 3 Applying
(ii) Identify the various advantages and disadvantages of
brand extension. (6 marks)
10
How would you explain the Re-branding you have seen in
the market. Is it success or failure? Why?
Level 4 Analysing
11
(i)Define line extension. (3 marks)
Level 1 Remembering
(ii)Explain its need and the risk associated with line
extension. (10 marks)
12
(i)Explain the reasons for re-launching. (7 marks)
Level 2 Understanding
(ii)Outline the ways in which brands can be re-launched?
(6 marks)
13
How can a re-launch be successful? Level 4 Analysing
14
(i)What are the types of re-branding strategies? (6 marks)
Level 1 Remembering (ii)How would you describe the process of re-branding?
(7 marks)
PART - C
S.NO QUESTIONS
1
Nestl? India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl? SA, introduced
the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles
product.
With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles -
in the Indian packaged food market. Because of its first-mover advantage, NIL successfully
managed to retain its leadership in the instant noodles category even until the early 2000s. Over
the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and
ketchups, and cooking aids among others. However, these product extensions were not as
successful as the instant noodles. In 2005, NIL started offering a range of new 'healthy' products
under the Maggi brand, in a bid to attract health-conscious consumers. This case looks at the
various phases in the product life cycle of Maggi noodles in India. It talks about the various
measures taken by NIL to keep the Maggi brand fresh in the minds of Indian consumers. The case
also talks about the various extensions of the Maggi brand and tries to analyze why only the sauces
and ketchups category, among all the other product extensions, managed to succeed.
It further discusses the measures taken by NIL to reposition Maggi as a 'health product'. The case
ends with a discussion whether NIL would be successful in sustaining this new image for Maggi
in the market.
Questions:
i. Explain the strategies undertaken by a major FMCG company to create and establish
a new product category. (5 marks)
ii. Study the issues involved in brand extensions. (5 marks)
iii. Describe the strategies adopted by an FMCG major in repositioning a popular brand.
(5 marks)
2
How will you decide how much of to be Re-Branded?
3
3) As a manager explain what are the ways in which Re-launching of brands can be done.
4
Brand extension is certainly a way in which the brand can be made much stronger but it also has
the potential to dilute the brand equity or cannibalize sales of the parent brand. Too much brand
extension that we see nowadays could be viewed as indicative of poor brand practice.
Questions: What are the ways in which a brand can be extended?
UNIT ? V - BRAND PERFORMANCE
SYLLABUS: Measuring Brand Performance ? Brand Equity Management - Global Branding
strategies - Brand Audit ? Brand Equity Measurement ? Brand Leverage -Role of Brand
Managers? Branding challenges & opportunities.
PART- A
S.NO QUESTIONS BT LEVEL COMPETENCE
1 Define brand equity. Level 1 Remembering
2 Compare Aaker?s and Keller?s model of brand equity. Level 2 Understanding
3
Identify the importance of brand marketing.
Level 3 Applying
4
What do you think about brand performance?
Level 4 Analysing
5
Can you assess the opportunities for brand manager in
global market?
Level 5 Evaluating
6 Interpret the necessity of brand awareness? Level 6 Creating
7
List three challenges which brand managers face in the
current market environment.
Level 1 Remembering
8 Compare brand revitalization and symbolic brand. Level 2 Understanding
9 Identify the need of a brand manager? Level 3 Applying
10
What do you think about brand tracking?
Level 4 Analysing
11
Compile your views on brand value chain.
Level 5 Evaluating
12
How would you evaluate global branding strategies?
Level 6 Creating
13
List any four role of brand manager.
Level 1 Remembering
14
Explain brand leverage.
Level 2 Understanding
15
How would you show your understanding of the term
brand audit?
Level 3 Applying
16
How would you measure brand performance?
Level 4 Analysing
17 What is brand pyramid? Level 1 Remembering
18 Illustrate with example the concept of brand personality. Level 2 Understanding
19 What is meant by brand equity management? Level 1 Remembering
20
Define Retail Branding & Brand Audit.
Level 1 Remembering
PART- B
S.NO QUESTIONS BT LEVEL COMPETENCE
1
(i) What are the qualitative measures for measuring the
sources of brand equity? (6 marks)
Level 1 Remembering
(ii) Discuss the quantitative measures for measuring the
sources of brand equity.(7 marks)
2
List the various ways by which brand performance can
be measured.
Level 2 Understanding
3
(i) Identify a fading brand. What suggestions can you
offer to revitalize its brand equity? (6 marks)
Level 3 Applying
(ii) Evaluate different approaches which could be used
to revitalize the brand and which strategies are
appropriate.
(7 marks)
4
(i)Analyze the major elements of a brand audit with
examples. (6 marks)
Level 4 Analysing
(ii)Discuss the factors measuring brand performance in
detail. (7 marks)
5
Can you assess various marketing communication
options available for a brand manager? List some
brands/categories where all the options are not available
to the concerned brand manager.
Level 5
Evaluating
6
How will you evaluate the process of establishing brand
equity management system in detail?
Level 6 Creating
7
Define brand value chain and discuss any three
elements which lead to increased shareholder value.
Level 1 Remembering
8
(i)Explain the role of brand managers. (7 marks)
Level 2 Understanding
(ii)List some of the characteristics of a successful brand
manager. (6 marks)
9
A criticism is often levied that branding is another way
of exploiting customers to pay more. How would you
defend yourself if you were a brand manager?
Level 3 Applying
10
Analyze the global branding strategies.
Level 4 Analysing
11
(i)What is Aaker?s Model of brand equity? Explain.
(7 marks)
Level 1 Remembering
(ii)Explain the drivers of brand equity. (6 marks)
12
(i)List the branding challenges and opportunities faced
by a brand manager in sustaining brands and lead to
successful brand management. (8 marks)
Level 2 Understanding
(ii) Outline the characteristics required for a successful
brand manager.(5 marks)
13
Analyze the Keller?s Model of brand equity in detail.
Level 4 Analysing
14
(i)What is to be tracked in brand tracking studies and
how? (8 marks)
Level 1 Remembering
(ii) Explain the sources of brand equity. (5 marks)
PART - C
S.NO QUESTIONS
1
This case discusses the evolution and growth of the brand management system of the US based
FMCG major -Procter & Gamble (P&G). It describes in detail how the 'brand management' in the
1940s evolved into 'category management' in the 1980s, as the brand portfolio of P&G expanded.
Finally, the case focuses on how category management is gradually evolving into 'cohort
management' at P&G in the initial years of the new millennium. The case also examines in detail
the best practices followed by P&G in managing brands.
Questions:
1. Explain the significance of a brand manager, brand management system and category
management
2
The case, "Branded Gold Jewellery Market in India", gives an overview of the branded jewellery
market and branded jewellery players in India.The case explains the shift in preference of Indian
consumers from heavy jewellery to lightweight jewellery and the entry of branded jewellery
players in the Indian market. The case also explains how the branded players are changing the
perceptions and attitudes of Indian customers towards jewellery. The strategies adopted by
branded players to increase their share in the jewellery market are also discussed.
Questions:
1. Evaluate the effectiveness of the strategies adopted by the branded players for increasing
their share of the market.
(7 marks)
2. Identify the branded jewellery player who is likely to lead the industry.
(8 marks)
3
This case is about Nokia Corporation's (Nokia) strategies to revive the 'Nokia' brand. Despite
being the market leader in the mobile phone market since 1998, the company saw a decline in its
brand value since the early 2000s. The year 2004, in particular, saw major erosion in Nokia's brand
value as well as its market share. Since 2005, the company started taking various initiatives that
went a long way in reviving the 'Nokia' brand. In addition to focusing on innovative products, it
decided to move beyond umbrella branding and introduced sub brands. The 'N series' sub brand
was used for the high-end multimedia phones which had features such as high powered digital
cameras and portable digital music players. N series was targeted at the young and tech-savvy
customers. Another sub brand, E series, was targeted at users. In 2007, Nokia entered the
Internet services market with the launch of another sub brand 'Ovi'. Ovi was an umbrella brand
for a range of Internet services such as online music store, a navigation system, and a gaming
service called 'N-Gage Arena. Analysts felt that the company did this in order to compete with
Apple Inc. that had entered the mobile phone market with the launch of the I Phone. Analysts felt
that the sub brands, N series in particular, went a long way in reviving the mother brand and also
brought back the younger buyers who were moving away from 'Nokia' in favour of its rivals such
as Samsung and Sony Ericsson.
Questions:
i. Describe the issues and challenges faced by a mature brand. (5 marks)
ii. Analyze the reasons for the decline in Nokia's brand value in the early 2000s and
how Nokia revived the brand. (5 marks)
iii. Understand the advantage and disadvantages of umbrella branding. (5 marks)
4
Consumer packaged goods major, Kimberly-Clark Corporation (Kimberly), had, over the years,
made Kleenex a super brand. The brand identity was so strong that it had become a generic term
for tissue paper, requiring the company to use 'Kleenex brand' to refer to its product. With the
sales for the category shrinking since 2001, Kimberly decided in 2006 to rejuvenate the Kleenex
brand. In late 2006, the 'Let it out' campaign was launched. The case discusses the 'Let it out'
campaign in detail. It also discusses the criticisms against Kimberly by environmental activist
organizations who accuse it of green washing. Greenpeace spoofed the 'Let It Out' campaign and
in 2007, some Greenpeace activists also high jacked an advertising shoot of the campaign.
Questions:
1. Explain how Kimberly succeeded in establishing Kleenex as a super brand and made it
synonymous for facial tissue products. (8 marks)
2. Describe the challenges faced by brands whose brand names have become synonymous with
the generic term for the product. (7 marks)
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This post was last modified on 29 February 2020