MBA M02 - BRAND MANAGEMENT

CONTINUOUS ASSESSMENT TEST I

PART-A
Answer all the questions
1.
2.
3.
4.
5.
6.
7.
8.

5 x 2 = 10

What is Brand Management?

What are the benefits of strong brands?
What is brand image? Give an example?
What is brand value?
Define brand loyalty with an example?
What is brand personality? Give an example.
What is brand identity?
List out the differences between points of parity and points of difference.
PART-B

Answer all the questions

1.
2.
3.
4.

2 x 10 = 20

Explain the challenges and opportunities in branding.

What are the advantages of branding to manufacturers and customers?
Explain the brand identity prism with an example.
Explain briefly about the positioning guidelines.
MBA M02 - BRAND MANAGEMENT

CONTINUOUS ASSESSMENT TEST II

PART-A
Answer all the questions

5 x 2 = 10

1. Define brand equity with an example.

2.
3.
4.
5.

Define brand salience.

Define brand resonance.
What is retail branding?
Define brand identity with an example.

6. What is co-branding? Give an example.

7. What is brand knowledge?
8. Define brand associations?

PART-B

Answer all the questions

2 x 10 = 20

1. Explain branding of services. Discuss the branding strategy of any service industry of
your choice.
2. Explain in detail the process of brand building.
3. Explain the concept of brand success and suggest various ways of brand success.
4. What is brand extension? Explain the types of brand extension with its advantages and
disadvantages.
MBA M02 - BRAND MANAGEMENT

CONTINUOUS ASSESSMENT TEST III

PART-A
Answer all the questions
1.
2.
3.
4.
5.
6.
7.
8.

5 x 2 = 10

Define brand hierarchy.

What is modifier?
What is umbrella branding?
Define brand portfolio.
What is trade mark?
What is global brand positioning?
What is global brand?
What is global brand planning system?
PART-B

Answer all the questions

1.
2.
3.
4.

Explain the steps involved in designing brand strategy.

How will you build brand equity at different brand hierarchy level?
Explain the challenges of global brand management system.
Explain the requisites of global branding.

2 x 10 = 20