MP-603
December Examination 2016
Master of Business Administration II Year Examination
Product and Brand Management
Paper MP-603
Time 3 Hours Max. Marks 80
Note: Answer the questions as per instructions in section B and C.
Section A 8 × 2 16
Define the following within 30 words of each:
Brand
Labelling
Brand extension
Brand identity
Brand Positioning
Licensing
Range brand strategy
(viii) Pseudo loyalty
505
MP-603 200 2 (P.T.O.)
MP-603 200 2
505
Section B 4 × 8 32
Note: Answer any four questions within 200 words each.
Briefly describe all the stages of PLC.
Discuss components of product with suitable example.
Write a note on brand valuation.
Explain brand identity with suitable example.
Discuss brand loyalty.
What do you understand by brand licensing and franchising?
Explain with the help of example.
Explain the importance of packaging in product development.
Write benefits of brand extension.
Section C 2 × 16 32
Note: Answer any two questions within 500 words in each.
10) Write short note on:
Brand equity
Revitalization
11) Write a detailed note on brand association.
12) Briefly describe the global branding decisions.
13) Explain endorsing branding and umbrella branding.