King’s College London

This paper is part of an examination of the College counting

towards the award of a degree. Examinations are governed by
the College Regulations under the authority of the Academic
Board.

BSc BUSINESS MANAGEMENT/BSc ECONOMICS & MANAGEMENT/

BSc INTERNATIONAL MANAGEMENT/BA LANGUAGE AND
MANAGEMENT EXAMINATION

6SSMN312 BRAND MANAGEMENT

EXAMINATION PERIOD 2 (May 2019)

TIME ALLOWED: TWO HOURS

INSTRUCTIONS TO CANDIDATES:
1. ANSWER TWO QUESTIONS OUT OF FOUR.
2. ANSWER EACH QUESTION ON A NEW PAGE OF YOUR ANSWER
BOOK AND WRITE ITS NUMBER IN THE SPACE PROVIDED.

ALL QUESTIONS CARRY EQUAL MARKS.

DO NOT REMOVE THIS PAPER FROM THE EXAMINATION

ROOM

TURN OVER WHEN INSTRUCTED

2019 © King’s College London
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ANSWER TWO QUESTIONS OUT OF FOUR

1. Discuss the difference between a product and a brand.

What benefits do strong brands provide the firm?

Illustrate your answer using a real brand.

2. To ensure optimal brand equity managers have to

understand how their marketing campaigns affect the

customer mindset and the brand’s market performance.

One way of achieving this is though the concept of the

Brand Value Chain. Critically discuss the brand value chain

and outline how managers can use it to monitor brand

performance.

Illustrate you answer with examples.

3. An important input to customer-based brand equity comes

from the marketing activities related to the brand. Explain

what is meant by integrated marketing communications

(IMC) and critically discuss the criteria marketers use to

create them.
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Using a brand of your choice, provide an assessment of its

main IMC based on the identified criteria.

4. Marketing theory suggests that there are important

differences in the marketing strategies that should be

adopted for physical goods versus service-based products.

Discuss the challenges when marketing service-based

products and the strategies that marketers can take to

address these.
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