Download BU (Bangalore University) MBA 4th Semester 2017 July Strategic Brand Management Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 4th Semester 2017 July Strategic Brand Management Question Paper

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IV Semester MBA. Degree Examination, July 2017
(CBCS)
MANAGEMENT
, 4.3.1 : Strategic Brand Management
Time :, 3 Hour?s? . I M_ax. Merks : 70
Instruction : Answerall Sections.
SECTIQN ? A
Ahei/ver any?fivie of the follewing. Each qUestion carries five marks. (5x5=25)
I 1,. Brieflyvdescribe the etages in Product Life-Cycle. , ? '
2. Explain the conCept of Brandr?Equity by Kapferer-Brand Identity Frozen model.
'3. Explain Brand Leveraging and Brand Loyalty. ,
4. What is Brand Positioning ? Explain the types of Brand Positioning. '
5. What is Internet Branding ? How does it influence the Business Brand Stiategy.
6. .Briefly describe the components'ahd attributes of a Brand.
7. What are celebrity endorsements ? Why is it a popular strategy in India ?
? SECTION ? B
' Answerany three of the following. Each question oarriesten m?ar'ks. (3x10=30)
8. Explaih the different steps in strategic branding process.
9. How can social media be used to build a brand ? Explain with an example.
10. Explain the components of market attractiveness with respect to Adidas in Indie.
11. How can a Brand be made strong ? What are the sources of Brand Equity ?
-P.T.O.

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SECTION ? C
12. Case Study (Compulsory). ? (1 x15=15) .
Emotional Branding
Nike brand strategy is to build a powerful brand ? so powerful that it inspires
fervent customer loyalty from people literally all over the world. This is because
Nike advertising uSes the emotional branding technique of archetypes in its
advertising -? more specifically, the story of the Hero. it?s an age old tale, a tale
of a hero pitted against a greatfoe and after a great struggle, emerging triumphant.
In a way, you could say that Nikes marketing strategy is thousands of years old,
and has been inspiring customerioyalty the entire time. '
Nike advertising isn?t the .only group that uses the Hero archetype to inspire
customer loyalty. Many other companies use this emotional branding technique
to great effect. In most cases, the foe is external.?The mOSt common story of the
hero is that of a man of humble origins setting out to defeat a great evil ? one far
more powerful than he ? and, against all odds, emerging triumphant. This same
pattern could apply to, say, a home security system against ahouse fire, or "an
antacid against heartburn. As long as there is a clearly identified enemy and a
- clearly identified hero, the emotional branding can begin. ?
Nike?advertising takes the common hero story and turns it on its head. instead of
' _ inspiring customer loyalty by singling out an external enemy, it pulls out the
stops and focuses on an internalfoe ? our laziness. Nike advertising knOws just
how often we battle with our lazy side. EVery morning when that alarm goes off
' and it?s still totally dark outside, the battle begins. When we choose how long to
run, the battle continues. This is how Nike marketing uses emotional marketing
to inspire customer loyalty. They know that while some people may_identify with
an external foe, all people identify with an internal one. '
Nike brand strategy. is excellent on .this end because not 0th is the internal foe
someone we can all hate, the hero is the viewer ! In one way or another, we are
all the hero of our own story and Nike marketing has iOng since identified that
feeling + and used it to inspire timeless customer loyalty.
Questions :
1) Why would emotional branding worktor Nike ?
2) How would it influence on customer loyalty ?