Question Papel' Code: 6 110

7011

(Regulations 2013)

hours Maximum: 100 marks

PART A x 2 "20 marks)

1. Define Brand.
2. What is Co-branding?
3. What is meant by Brand vision?
4. Distinguish between global brands and national brands.
5. Who is a brand ambassador?
List any four brand promotion strategies.
7. What do you mean by Brand extension?
8. What re-branding?
9. Define Brand equity.
10. Write a note on Brand Audit.

PART B - (5 x 13 = 65 marks)

11. (a) Discuss the significance of a brand. Also explain the different type of
brands with suitable example.

(b) Critically examine the branding for global markets in detail? Explain the
different branding strategies to be followed when a product marketed
globally.
(a) What Brand Positioning? Wbat follies must marketers avoid while
Positioning their brand?

(b) .Evaluate the various methods of Brand valuation the Indian context.
13. are advertising"

Or
Discuss about
serVices.

14. adoption?

15. (a.) Discuss the challenges and

to successful brand

brand

15 =:: marks)

16. (a) A leading firm in the Fast moving consumer goods sector found out
through researcher that there is a vast potential in the branded flour
(atta) market that could be tapped. On the basis of this the company
decides to enter the market. Discuss the process of designing the brand
positioning strategy for the product.

Or
(b) Case:
Making the Sale at eBay:
In a little over- years, eBay grew from a that
tallied exa.ctly no users during its first month of operation into the most
popular shopping site on the internet, as measured by total usel'
Founder Pierre started eBay (short for "electronic
after the area in which Omidyar lived) so his wife could trade Pez candy
dispensers online collectors. eBay rapidly became a destination for
traders and collectors of items of aU description and amassed a loyal user
base despite having .no national advertising campaigns between 1995 and
late 1998. eBay was to grow quickly without much advertising in
part because the auction site had an inherent grassroots marketing
engine in its user The trading of memorabilia. coll~ctibles, and
antiques fostered a sense of community, One user said, "eRay
not a business) ,a place for all of tlS to bring back a of our

past m&m.or18S

the

with built i1Jtc started

recusing on vvit:h.
'lisa,

additional
customer to large \i\'hen eBay Francisco
auction Butterfield in 1999, one customer sniffed,

"It seem.s 'junk'

Pierre (Omiciyar) millions is jnst
rlot
anymore " sites to
better serve foreign customers. country·
specific in Austria, Canada, Ireland,
Italy, Japan, Korea, New Zealand, Switzerland, and the UK. In order to
assist customers buying and selling items not easily shipped. eBay
developed local sites, such as Pittsburgh, in over 60 markets in the
US. These sites feature items such as cars and tickets to local sporting
events. E-Bay. which was one of the earliest and few profitable dot-corns,
continues to grow. In 2000, eBay community included more than 22
million users, who traded worth more than $5 billion. At any given
time year, eBay listed more than 6 million up for bid. In 2000,
auucu 5,000 new in order to its mission to be
Internet's Marketplace", The company grew financially as well :
ConsoJidated revenues 92% in 2000 to 1 million, and net
totaled nearly

the special set online and how

build one of the cr'-"'l'.ao