Brand Management

Part A: Tick the correct answer from the options given below:( 1X20=20)

1) To have value, a brand must offer which one of the following? a) A simple product range with a defined set of features. b) A complex product range with a defined set of features. c) Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of value to buyers. d) An identity through which the customer can trace the party responsible for supplying the product.

2) One approach to branding is to use the same brand name for everything a company produces. However there are several drawbacks to this approach. Which of the following is not an identified drawback to this approach? a) It is more expensive as the company has to spend money promoting all its product and also itself. b) It can confuse the values of the brand where products within the branded range are too diverse. c) One poorly performing product can tarnish all products carrying the name. d) It can make it difficult for a company to dispose of a division or product line as the main value of a product is often the brand name.

3) Which of the following is a role associated with strategic brand management? a. Covert the brand responses to a loyal relationship between the customer and the

company b. Identification of the brand with customers c. Elicit a customer response d. All of the above

4) Customers are now allowed or encouraged to personalize so many items, from their iPod to personalized adidas sports shoes. This is called:

a. b. c. d.

customer contact customers design customer branding customization

5) __________ is a reflection of what we projected to send to the public.

a. b. c. d.

Brand identity Brand function Brand image Brand positioning

6) When any brand of cooking oil is launched with new formula (for more safety of health), it is the example of which of the following?

a. b. c. d.

Extending your target market Extending the definition of business Extending your point of difference Extending the entire positioning

7) Which of the following criteria is NOT normally considered to be a main criterion for choosing brand names?

a. b. c. d.

Transferable Meaningful Memorable Acceptable

8) Which of the following is considered the first step of the strategic brand management process? a. b. c. d. Building brand mission Building brand vision Building brand objectives Building brand picture

9) Brand picture is based on which one of the following?

a. b. c. d.

Brand value Brand mission Brand vision Brand image

10) An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? a. b. c. d. Line extension Multibrand Brand extension Rebranding

11) Which of the following is basically getting into different versions of the same base product on the same market?

a. b. c. d.

Product extension Brand diversification Market extension Line extension

12) What are the disadvantages of advertising in the newspaper?

a. b. c. d.

One dimensional message. Difficult to accurately target the specific audience. All of the above. None of the above.

13) What elements constitute a brand?

a. Name, words or symbols, singly or collectively that distinguish one product from another. b. Name, design, style, words or symbols, that distinguish one product from another. c. Name, design, style, words or symbols, singly or collectively that distinguish one product from another. d. Design, style, or symbols, singly or collectively that distinguish one product from another.

14) What is the brand mark?

a. Brand name or logo registered and protected for the owner's sole use. b. The legal name of an organisation. c. The visual brand identity, consisting of design and symbols protected for the owner's sole use.

d. Specifically the visual brand identity, consisting of design and symbols.

15) A brand's advertising budget is often dependent upon the stage of the product life cycle that it occupies. What stage would a product be in typically if large amounts of money were being spent to develop awareness and persuade consumers to try the product?

a. b. c. d.

Introductory phase. Decline phase. Implementation phase. Planning stage.

16) Marketers need to position their brands clearly in target customers minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of which of the following?

a. b. c. d.

Desirable benefit Good packaging Strong beliefs and values Service inseparability

17) Persil is the best selling laundry detergent in the UK. When Lever Bros. used the Persil brand name for its washing up liquid it was adopting ------ policy.

a. b. c. d.

an individual branding an overall family branding a line family branding a brand extension branding

18) A _____ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. a. b. c. d. product line line extension private brand convenience product

19) A company can increase its business in four ways. Which is not one of these ways?

a. b. c. d. e.

It can discontinue some of its lines. It can lengthen its existing product lines. It can add more versions of each product and thus deepen its product mix. It can increase the consistency of its product mix. It can add new product lines, thus widening its product mix.

20) A clothing marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?

a. b. c. d.

rebranding line extension multibranding new brands

Part B: Q1) Justify your answer to following questions in maximum 100-150 words: (4X4=16) a.Observation with one eye and attention with half the mind is the maximum impact of an advertisement that an advertiser can expect from its target customers .Do you agree? b.Distribution is the last dark continent of marketing do you agree? c.Milkmaid was re-positioned as the testiest milk made when there was scarcity of milk-is such re-positioning appropriate? d.Nirmas success is based on correct positioning-is it true?

Q2) Positioning is the fountainhead from which flows the decisions of marketing mixsubstantiate this statement with an example. (8) Q3). Perceptual mapping guides a marketer to gauge the extent of acceptability of the target market vis-avis the relevant attributes of products/services-explain with appropriate examples (8) Q4) Outline the main advantages and disadvantages of brand extensions.(8) Q5 )Differentiate between line extension and brand extension giving suitable examples.(4+2) Q6) List the brand line extensions of any brand of product(e.g. Bisleri on product size 1L, 1.5L, 5L) of your choice based on the following criteria:( 6X2) a. b. c. d. e. f. Product colour Product flavor Product ingredient Product form Product esteem. Product pricing.

Q7) What are the factors in designing an effective advertising campaign? (10)

Q) Write short notes on any three :( 4X3=12) a. b. c. d. Customer Based Brand equity model. Permission Marketing. Buzz Marketing Experiential Marketing.