Rashtrasant Tukadoji Maharaj Nagpur University 2009 M.B.A Marketing Management (New ) Group A : II BRAND MANAGEMENT - Question Paper

MDN/KS/09 - 1876-A
Second Semester Master of Business
Administration (MBA) exam

(New Course)
Group A : Marketing Management
Paper II
BRAND MANAGEMENT
Time : 3 Hours] [Max. Marks : 80

N. B. :(1) Attempt any 5 questions, atleast 2 ques. from every part are compulsory.
(2) All ques. carry equal marks. part A
1. elaborate the managerial aspects involved in product planning ?
2. elaborate the different purposes of branding ? Does a brand always identify the source of a product ? provide examples of the types of products that are difficult to brand.
3. elaborate the steps involved in Brand Positioning ? discuss the different positioning platforms using suitable examples.
4. discuss the different problems involved in Managing Brand Equity.

5. explain what factors contribute to the success or failure of a brand in the market place by picking up 1 example every from on FMCG and consumer electronics of your option.
part B
6. elaborate the criteria for choosing brand elements to build brand equity ?
7. elaborate the reasons for brand extensions ? explain basis for brand extension with suitable examples.
8. discuss the role of communication strategy in Brand Personality.
9. Write notes on (any two) (a) Celebrity endorsement (b) Agony appeal (c) Tear appeal
(d) Humour appeal
10. How will you design a branding strategy for a product to be launched in the international market :

Earning:   Approval pending.