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VI SEMESTER END TERM EXAMINATION: April, 2013

PROGRAMME NAME : BBA VI
COURSE CODE COURSE TITLE: Brand Management

Regular
Time: --3------- Hrs

Repeaters

Both
Max Marks: 70

Note: Attempt questions from all sections as directed.

Section - A : Attempt any five questions out of six. Each question carries 06 marks.
Q ! Managing Brand e"uit# is di$$i%ult task! &omment 'ith suita(le examples! Q)! *+ol+e the steps in a (rand (uilding $or an old $ashion %a$e %hain! Q,! -rite short notes on an# ) o$ the $ollo'ing: a. &ele(rit# endorsement! (. Brand Image! %. &o/ Branding!

[30 Marks

Q0! 1or an# su%%ess$ul (rand2 (rand e"uit# pla#s a dominant role! *xplain the te%hni"ues o$ measuring (rand e"uit#! Q3! *xplain (rand e"uit# management 'ith re$eren%e to (rand re+itali4ation and (rand %risis! Q5! -hat do #ou understand (# Brand *"uit#6 7is%uss its signi$i%an%e in toda#8s highl# %ompetiti+e en+ironment!

Section ! : Attempt any t"o questions out of three. Each question carries #0 marks.
Marks

[20

Q7! A leading $irm in the 91ast mo+ing &onsumer :oods8 se%tor2 $ound out through resear%her that there is a +ast potential in the (randed $lour ;Atta. market that %ould (e tapped! <n the (asis o$ this the %ompan# de%ides to enter the market! 7is%uss the pro%ess o$ designing the positioning strateg# $or the Brand! Q=!. >?eople ha+e more $aith in Brands rather than produ%ts@! &riti%all# anal#4e the statement 'ith role and importan%e o$ (randing! QA! A leading hair oil %ompan# plans to enter into the antisepti% skin %ream (usiness in %ompetition 'ith the market leader Boroline! 7is%uss the positioning and Brand (uilding strategies that the %ompan# %an use!

Section - $

: $ompulsory question

[20 Marks

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