Anna University MBA Important Question Bank (Most Important Questions)
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
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III SEMESTER
BA5001-BRAND MANAGEMENT
Regulation – 2017
Academic Year 2019 - 2020
Mr. ANAND.J – Asst. Professor
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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
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| 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) (ii) List the levels of brand in detail. (6 marks) | Level 1 | Remembering |
| 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) (ii)Identify the factors to be considered in co-branding? (6 marks) | Level 3 | Applying |
| 4 | Analyze the different types of brands with examples? | Level 4 | Analysing |
| 5 | (i)Categorize different branding strategies. (7 marks) (ii) Discuss the advantages of store brands. (6 marks) | Level 5 | Evaluating |
| 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) --- Content provided by FirstRanker.com --- (ii)What are the challenges and Opportunities imbibed in branding? (6 marks) | Level 2 | Understanding |
| 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) (ii)What conclusion can you draw from the role of branding? (6 marks) | Level 4 | Analysing |
| 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) (ii)What are the limitations of brand? (6 marks) | Level 2 | Understanding |
| 13 | Analyze the essential criteria of successful brands? | Level 4 | Analysing |
| 14 | (i)List the importance of branding. (7 marks) (ii)How would you describe the process of branding? (6 marks) | Level 1 | Remembering |
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. --- Content provided by FirstRanker.com --- 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.
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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) (ii)List the pros and cons of the different methods of brand building exercises carried out by the Indian Marketers. (6 marks) | Level 1 | Remembering |
| 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) (ii)Identify the Competitive Positioning, POPs and PODS. (6 marks) | Level 3 | Applying |
| 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) --- Content provided by FirstRanker.com --- (ii) How global marketing programme is similar or different for a particular brand. Give an example. (5 marks) | Level 5 | Evaluating |
| 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) (ii) What are the characteristics of strong brands? (6 marks) | Level 2 | Understanding |
| 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 |
| 11 | (ii)Analyze the statement “Posing thorough understanding of three Cs as Customers, Competition, and Channel.” (6 marks) | Level 1 | Remembering |
| 12 | How would you evaluate the various methods of brand valuation in the Indian Context? Explain the factors in building brand value. | Level 2 | Understanding |
| 13 | Outline the process of building a strong brand. What is strong brand? | Level 4 | Analysing |
| 14 | (i)What are the barriers to globalization of brands? (7 marks) (ii)List the factors favoring global branding. (6 marks) | Level 1 | Remembering |
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 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: --- Content provided by FirstRanker.com --- 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. |
| 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) --- Content provided by FirstRanker.com --- 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.
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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) (ii) What are the disadvantages of a celebrity endorsement? (6 marks) | Level 1 | Remembering |
| 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) (ii)Analyze the process of building brand image. (8 marks) | Level 4 | Analysing |
| 5 | (i)Brand ambassadors are generally useful for only certain brands. Do you agree? Explain. (7 marks) --- Content provided by FirstRanker.com --- (ii)Discuss the pros and cons of using a brand ambassador? (6 marks) | Level 5 | Evaluating |
| 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) (ii) How would you describe the role of online brand promotion? (6 marks) | Level 1 | Remembering |
| 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) (ii) Identify the importance of brand promotion to houses, consumers and the society. (6 marks) | Level 3 | Applying |
| 10 | (i)What are the criteria for a good Brand Ambassador? (7 marks) (ii)When does a Brand need a celebrity as Brand Ambassador? (6 marks) | Level 4 | Analysing |
| 11 | (i)Explain how effective are brand loyalty programmes in brand communication? (8 marks) (ii)How would you describe the influence of celebrity endorsements on consumer? (5 marks) | Level 1 | Remembering |
| 12 | Illustrate how a firm can leverage 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
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| 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 |
| 3 | 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. --- Content provided by FirstRanker.com --- 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) |
| 4 | 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) --- Content provided by FirstRanker.com --- 2. Discuss whether the decision of Maker's Mark was a public relations fiasco or a clever marketing stunt. (8 marks) |
| 5 | 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
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| 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. | This download link is referred from the post: Anna University MBA Important Question Bank (Most Important Questions) |