M.B.A. DEGREE EXAMINATION, NOVEMBER/DECEMBER 2017.
Third Semester
BRAND MANAGEMENT
2 90137 A
Time 3 Hours Max. Marks 70
SECTION — A
Answer the following questions. 2 10 Marks)
1. Brand personality.
2. Outdoor media.
3. Brand positioning.
4. Median sized retailer.
5. Brand image.
SECTION — B
Answer the following questions. 10 50 Marks)
6. Explain the concepts of brand identity and brand image with examples.
Or
What do you understand by brand evolution? Explain.
7. Explain re-positioning strategies in brief.
Or
Explain the concept of brand Re-launching.
8. Discuss the brand valuation methods.
Or
Explain about brand ambassadors and brand placements.
9. Describe the advantages of brand loyalty.
Or
Explain the concept of brand building and brand personality.

10. What is brand equity? Explain how it is built and maintained.
Or
What are the strategies of competitive positioning? Explain briefly.
SECTION — C
Compulsory. 10 10 Marks)
11. Case study
Wafer chocolates has never been a success in India until Kit Kat was launched.
Cadbury's had launched Krisp in the seventies and the brand was even
repositioned in the eighties.
Kit Kat was launched at Rs. 3 per 8.5 gm (smaller version) with the 'Have a break'
campaign. The campaign introduced the brand as a friendly, casual and
humourous product. The brand also had a finger format which implied that the
chocolate could either be shared or stored. Perk (from Cadbury) was launched
around the same time at Rs. 7 for a 35 gm bar. The product format was similar to
that of 5-star (bar). The brand came out with the 'stomach-worship' campaign.
While Kit Kat was targeted at adults, Perk seemed to be targeted at young people
(as made out from commercials). Perk's formulation is slightly different from that
of Kit Kat. It had a few ingredients other than just wafers and was also positioned
as a snack food.
Comment on segments chosen of these brands and suggest segmentation and
positioning strategies which could help out these brands in future.
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