Roll NO. wiccscccseveseesesee 56060 MBA 2 Year 3rd Semester (New Scheme) Batch 2011-2013 Examination — December, 2013 BRAND MANAGEMENT Paper: MBA - 321 Time : Three hours ] { Maximum Marks : 80 Before answering the questions, candidates should ensure that they have been supplied the correct and complete question paper. No complaint in this regard, will be entertained after examination. Note: The question paper will have two sections. Section A shall comprise 8 short questions carrying 2 marks each which are compulsory. Answer to each question should not exceed 50 words normally. Section B shall comprise 8 questions (2 questions from each unit). The students will be required to attempt four questions (one question from each unit). All questions will carry equal marks. SECTION-A 1. Short answer type questions : (i) Differentiate between POD and POP. 56060-1,950-{P-3)(Q-9) (13) , P.T.O,(ii) Discuss in brief about brand proliferation. (iii) What do you mean by brand association ? (iv) Write down the methods of pelfing pricing to build brand equity. (v) Write in brief about multiple branding. (vi) Give an example of Brand Repositioning. (vii) Define market segmentation. (viii) Enlist sources of brand equity. SECTION -B UNIT —-1 2. What do brands mean to you and also discuss in detail the concept of brand equity ? 3. "Can every brand achieve resonance with its customer" explain the statement with reference to Strategic Brand Management Process. , UNIT =If 4. How brand equity can be built by Integrated Marketing Communication ? 5. Discuss in detail concept of leaverging secondary association as a strategy for brand management. UNIT III 6. Discuss. in detail Qualitative Research Techniques in detail. 56060-1,950-(P-3)(@-9) (13) «= (2)7. How "sources of brand-equity" and “customer- mindset” is measured ? UNIT - IV 8. Discuss in detail. about Brand Extension/stretching ° with proper illustrations. What are its advantages and disadvantages ? 9. Explain with suitable examples about brand product Matrix.