Visvesvaraya Technological University (VTU) 2007 M.B.A 05 MM416 -STRATEGIC BRAND MANAGEMENT MODEL I - Question Paper

FOURTH SEMESTER MBA MODEL ques. PAPER I
MASTERS OF BUSINESS ADMINISTRATION
05 MBA MM416 -STRATEGIC BRAND MANAGEMENT
Note: ans any four full ques. from ques. No.1 to 7
ques. No. eight is compulsory.
All ques. carry equal marks
TIME: 3hrs Max Marks: 100
1.
a) describe Brand? (3)
b) define the functions of brand managers? elaborate the essentials differences
ranging from brand management & product management? (7)
c) Briefly discuss growing importance of branding in Indian Market? (10)
2.
a) What is brand dilution? (3)
b) discuss in detailed the strategies adopted by the marketer in the brand life cycle? (7)
b) elaborate the advantages & disadvantages of celebrity endorsement? discuss with
examples. (10)
3.
a) What do you mean by Co-Branding? (3)
b) discuss in detailed the factors involved as a part of legal considerations for branding?
7)
c) What is Brand Identity? Briefly discuss sources of brand Identity? (10)
4.
a) What do you by corporate Brand? (3)
b) What is Brand Loyalty? discuss with examples. (7)
c) What is Brand Equity? discuss how companies build “Brand Equity”. (10)
5.
a) What is Brand Imitation? (3)
b) elaborate the courses of measuring brand equity? (7)
c) What do you mean Brand Positioning? What various strategies of brand positioning?
10)
6.
a) What do you mean by global brand? With examples? (3)
b) If you are brand manager of Nokia Mobile phone, elaborate the strategies adopted by
you for brand repositioning? (7)
c) What is Brand Personality? How marketers build brand personality? (10)
7.
a) What do you mean by 1st Mover Advantage? (3)
b) elaborate the factors to be considered by a Brand Manager for selection of a good
brand Name? (7)
c) elaborate Brand Extensions / stretching? elaborate its advantages & disadvantage?
(10)
8. CASE STUDY 20 Marks

Earning:   Approval pending.