MP-603
June Examination 2017
Master of Business Administration II Year Examination
Product and Brand Management
Paper MP-603
Time 3 Hours Max. Marks 80
Note: The question paper is divided into three sections B and C. Write answers as per given instructions.
Section A 8 × 2 16
(Very Short Answer Questions)
Note: Answer all questions. As per the nature of the question delimit your answer in one word, one sentence or maximum upto 30 words. Each question carries 2 marks.
What do you understand by 'New Product'?
What is branding?
What is brand awareness?
Define brand value.
What is family branding?
List two types of brand loyalty.
505
MP-603 200 3 (P.T.O.)
MP-603 200 3 (Contd.)
505
List any four reasons of brands revitalization.
(viii) Give two disadvantages of global branding.
Section B 4 × 8 32
(Short Answer Questions)
Note: Answer any four questions within 200 words each.
Discuss the levels of product citing suitable examples.
Write short note on the following:
Idea generation
Commercialisation
What is labeling? Discuss various types of labeling.
What are the elements of branding? Mention with help of
suitable examples.
Discuss brand positioning strategies.
Differentiate between brand identity, brand image and brand
association with examples.
Explain the reasons of revitalization of a brand.
Discuss global branding strategies.
MP-603 200 3
505
Section C 2 × 16 32
(Long Answer Questions)
Note: Answer any two questions within 500 words each.
10) Determine the various elements of franchising and licensing.
Also outline the differences between the two concepts.
11) Discuss the types of brand extensions with the help of example.
12) Discuss the various approaches and methods of measuring
brand equity.
13) Write an essay on "Brand loyalty challenge in Indian
Perspective".