1. What do brands mean to you?

What roles does a brand play for a manufacturer and a

consumer? With examples, explain the different challenges a brand manager faces today.
2. What do you think about High-Tech Branding? Suppose you are a company manager,
ho you impro!e your brand, explain.
3. "hoose a brand ha!ing its origin in #ndia. $xplain ho it can be accessed on the basis of
"ustomer Based Brand $%uity &"BB$' model.
4. (ra the customer-based brand e%uity pyramid and explain the !arious brand building
blocks
5. Ho to Build ) Strong Brand* (efine four step of Brand Building.
6. What is ".B.B. +odel? Ho Brand $%uity orks as a Bridge? (ra ".B.B. Brand
pyramid.
7. ,ick a product or ser!ice category basically dominated by to main brands. $!aluate the
positioning of each brand. Who are their target markets? What are the main points of
parity and points of difference?
8. (efine the factors affecting brand positioning. What strategy of brand positioning should
be folloed by you, if you are marketer of any product.
9. ,ick a category dominated by to main brands. Who are their target markets? What are
their main points of parity and points of difference?
10. ,ick up category basically dominated by to brands. What are point of parity and point
of difference? Ha!e they defined their positioning correctly?
11. Write a note on points of parity associations
12. Select a brand and identify all its brand elements that contribute toards de!elopment of
its brand e%uity. $xplain the role of each element toards de!elopment of brand e%uity of
that brand.
13. -or a brand of your choice identify all its brand elements and assess their ability to
contribute to brand e%uity.
14. ,ackaging as a Brand $lement, ho it is useful to build Brand $%uity?
15. .ist different types of brand elements. #dentify all brand elements of /0ike1 brand
16. ,ick any brand and describe ho brand elements help to create strong brand e%uity?
17. #f you had to launch a fast food restaurant in your city or ton, hat kind of marketing
programmes ill you design to build strong brand e%uity of the fast food restaurant?
18. "hoose a brand and identify all its marketing communication materials. Ho effecti!ely
has the brand mixed and matched the marketing communication material?
19. $xplain the !arious criteria for creating effecti!e and efficient marketing communication
program
20. (efine brand e%uity management system. $xplain the three steps of implementing brand
e%uity management system.
21. (iscuss the three ma2or steps that help to implement brand e%uity management system.
22. $nlist the %uantitati!e and %ualitati!e research techni%ues to identify potential sources of
brand e%uity. $xplain any one in detail.
23. $xplain pro2ecti!e techni%ues and free association techni%ues to measure sources of
brand e%uity
24. Write note on ,ro2ecti!e techni%ues
25. (efine brand product matrix. Select a firm ha!ing multiple brands and product categories
and then identify its brand product matrix. $xplain breadth of a branding strategy?
26. (efine brand extension. $xplain the steps to be undertaken for successfully introducing
brand extensions.
27. (iscuss ad!antages of brand extensions.
28. Write a note on the disad!antages of brand extensions
29. What do you mean by brand category extension? What are the needs of line extension of
a product? 3i!e details.
30. $xplain the !arious roles that brands take upon as a part of brand portfolio
31. ,ick a company. )s completely as possible, characteri4e its brand portfolio and brand
hierarchy. Ho ould you impro!e the company1s branding strategies?
32. 3i!e reasons for companies to market their brands globally. $xplain the disad!antages of
global marketing programmes.
33. )d!antages and (isad!antages of 3lobal +arketing ,rograms.
34. With examples, explain ho global brands implement the strategies of locali4ation and
standardi4ation.
35. Select a brand marketed in more than one country. )ccess the extent to hich the brand is
marketed on a standardi4ed !ersus customi4ed basis.
36. $xplain the ad!antages of global marketing programs
37. (efine the term /3lobali4ation1. Ho push 5 pull factor moti!ate the rational firm for
going to be an international firm. 3i!e example.
38. $xplain folloing concepts.
39. +ass customi4ation
40. 6alue pricing
41. ,ush and pull channel strategies
42. What is ingredient branding? What are the ad!antages and disad!antages of ingredient
branding?
43. What is the rational of celebrity endorsement for a brand? What are the potential
problems ith celebrity endorsements?
44. Ho ould you design a brand tracking study?
45. (efine and gi!e at least one example for the folloing.
46. ,roduct line
47. ,roduct mix
48. ,roduct idth
49. "ause marketing
50. #dentify a fading brand. What suggestions can you offer to re!itali4e its brand e%uity?
51. Write a note on 7e!itali4ing Brand
52. (efine re!itali4ation of Brand. $xplain about the measures and signals of 7e!itali4ation.
53. "an e!erything be branded? "omment in the uni!ersality of branding by looking at
different product application categories.
54. Take a brand. Try to identify its sources of brand e%uity. $xplore its le!el of brand
aareness and the strength, fa!orability and uni%ueness of its association.
55. ,ick a brand, attempt to identify the sources of Brand $%uity. (escribe its le!el of Brand
)areness and 8ni%ueness.
56. 3i!e examples of brands for some negati!ely correlated attributes and benefits.
57. (iscuss ma2or market factors that impact market attracti!eness for carrying out category
attracti!eness analysis. Support your anser ith suitable examples.
58. What are the benefits of a successful marketing strategy? Which are the se!en parts of a
marketing strategy of a product? $xplain the first fi!e parts of this strategy ith an
example, in detail.
59. $xplain different methods of sales forecasting a!ailable to a product manager.
60. Write a note on !arious 2udgment-based methods for sales forecasting
61. $xplain any +ethod of Sales forecasting
62. (ifferentiate beteen potential and forecast. What are the ob2ecti!es behind estimation of
&i' market potential and &ii' sales forecasting? $xplain any to methods of estimating &i'
market potential and &ii' sales forecasting.
63. Select a product of your choice. Ho ill you de!elop the se!en elements of product
strategy for this product?
64. (escribe about the scope 5 importance of ne product. $xplain 9 categories of ne
product.
65. Ho market testing plays an important role in ne product de!elopment? #f yes, then
conclude ith different types of reasons.
66. $xplain -olloing terms*
67. $conomic 6alue to the customers
68. ,ermission marketing
69. "ustomer $%uity
70. Brand ,ositioning
71. Branch ,ersonality
72. With the help of examples, explain the !arious le!els of market competition
73. Ho to assess the 0e "ompetition )cross (ifferent ,roduct "ategories?
74. (efine competitor. $xplain the four bases of competition and four le!els of competition.
Supplement your anser ith example&s'.
75. Write a note on different strategies used o!er the product life cycle
76. (efine ,roduct? What is ,roduct .ife cycle?
77. (efine meaning and assumption of product life cycle. $xplain ith examples ho ,."
of product is managed in different stages.
78. .ist and describe the six aggregate market factors that impact market attracti!eness
79. $xplain /really ne products1. Ho are /really ne products1 e!aluated?
80. $xplain fi!e ays in hich a brand can le!erage secondary associations. 3i!e an
example of each.
81. Write a note on the Brand 6alue "hain
82. Ho to (efine and $stablishing Brand 6alue?
83. Ho to manage the +ature ,roduct in market?
84. Write a note on "o-Branding
85. (ifference beteen ,roduct and Brand.
86. $xplain the "hanging :rgani4ational Structure?
87. (efine fi!e $n!ironmental factors ith example of any ne product in )utomobile
#ndustry.
88. What is difference beteen "ompany (emand and +arket (emand? Ho market
potential is analy4ed and hat are the uses of it?
89. Suppose you are going to establish a plant of -+"3 product, then ho you ill penetrate
your product in the competiti!e market, explain it stepise.
90. Ho Brand $%uity plays a great role in !alue creation of a particular brand. (iscuss
about the dri!ers of Brand $%uity.
91. What is core brand !alue? $xplain ith examples ho it ser!es an important foundation
of Brand Strategy?
92. $xplain the eight different %uestions that a product manager needs to anser to analyse
current and potential customers. $xplain each %uestion ith the help of a product
category.
93. $xplain the three ma2or factors in assessing the underlying attracti!eness of a product
category.