MP-603
December 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 is product?
What is eco-labelling?
Give an appropriate example of corporate brand strategy and product brand strategy.
What is brand equity?
Give two factors influencing brand awareness.
505
MP-603 100 3 (P.T.O.)
MP-603 100 3 (Contd.)
505
What is brand value?
Name the dimensions of brand identity.
(viii) What is franchising?
Section B 4 × 8 32
(Short Answer Questions)
Note: Answer any four questions. Each answer should not
exceed 200 words. Each question carries 8 marks.
Discuss the basis of product differentiation.
Write notes on Test Marketing.
What is packaging? Discuss various types of packaging.
Discuss the strategies of introduction and decline stage of
PLC.
State the difference between range brand strategy and line
brand strategy with help of relevant examples.
Explain the concept of repositioning. What and how it is done?
Differentiate between brand value and brand equity.
Pick a brand of your choice and delineate the various factors
that have contributed towards building its brand association.
MP-603 100 3 (P.T.O.)
505
Section C 2 × 16 32
(Long Answer Questions)
Note: Answer any two questions. You have to delimit your each
answer maximum upto 500 words. Each question carries
16 marks.
10) Discuss the stages of new product development process.
11) Discuss the challenges faced by brand managers in building
brands in modern times.
12) What do you mean by 'Brand Equity'? Discuss various drivers
of brand equity.
13) How can a company select a global brand name? What options
are available to the company for this purpose?