MP-603
June Examination 2016
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 not exceed 30 words each.
Define the following:
Product
Packaging
Brand equity
Brand loyalty
Brand extension
Licensing
Brand identity
(viii) Brand association
505
MP-603 100 3 (P.T.O.)
MP-603 100 3 (Contd.)
505
Section B 4 × 8 32
(Short Answer Questions)
Note: Answer any four questions not exceed 200 words each.
Write a note on Product Life Cycle.
Explain brand building in detail.
Discuss 3 of brand positioning with the help of suitable
example.
What do you understand by franchising? Explain it with
suitable example.
Explain the role of packaging in product development.
Write a note on brand equity.
Explain brand identity prism.
Discuss the benefits of brand extension.
Section C 2 × 16 32
(Long Answer Questions)
Note: Answer any two questions not exceeding 500 words for
each.
10) Write shot note on:
Umbrella branding
Source double branding
MP-603 100 3
505
11) Comment on:
Brand association
Brand revitalization
12) Briefly describe the new product planning and development
process.
13) Differentiate between brand image, brand identity and brand
positioning in detail with the help of suitable example.