Download OU B.Com 2019 Dec 3rd Year 10066 Brand Management Question Paper

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Code No. 10066

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FACULTY OF COMMERCE

B.Com. V - Semester (CBCS) Examination, November / December 2019

(Only for Advertising Courses)

Subject: Brand Management

Paper Code - BC - 506

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Time: 3 Hours Max.Marks: 80

PART - A (5x4 = 20 Marks)

[Short Answer Type]

Note: Answer any five of the following questions.

1. Personal Brands Vs Group Brands

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2. Explain why Brand Identity and Brand Differentiation are important brand elements
3. How can the success of a Brand Loyalty Program be measured?
4. Write about Customer Franchise Extension and Extension of Prestige Brand
5. What is meant by Brand Leverage? Explain
6. Define Brand Equity

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7. Write about Co-branding
8. Explain Brand Audit

PART - B (5x12 = 60 Marks)

[Essay Answer Type]

Note: Answer all the questions.

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1. a) Define Branding. Explain the functions of a Brand with suitable examples.

   OR

   b) Is branding significant? Given the boom in retail sector, write about Store Brands.
2. a) What are the various bases for positioning a Brand? Explain.

   OR

   b) How are Strong Brands built? Explain the Strategic Brand Management Process.
3. a) Explain Online Brand Promotions with suitable examples.

   OR

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   b) Explain Brand Building using Brand Ambassadors.
4. a) What do you mean by Brand Extension? Explain different types of Brand Extensions.

   OR

   b) Describe Re-branding and Re-launching with the help of suitable illustrations.
5. a) Write about the various Branding Challenges and opportunities in India.

   OR

   b) Describe Global Branding Strategies in detail.

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