Exam Details
| Subject | product and brand management | |
| Paper | ||
| Exam / Course | m.b.a. | |
| Department | ||
| Organization | Institute Of Aeronautical Engineering | |
| Position | ||
| Exam Date | June, 2018 | |
| City, State | telangana, hyderabad |
Question Paper
Hall Ticket No Question Paper Code: CMB417
INSTITUTE OF AERONAUTICAL ENGINEERING
(Autonomous)
MBA IV Semester End Examinations (Regular) May/June, 2018
Regulation: IARE-R16
PRODUCT AND BRAND MANAGEMENT
Time: 3 Hours Max Marks: 70
Answer ONE Question from each Unit
All Questions Carry Equal Marks
All parts of the question must be answered in one place only
UNIT I
1. Define packaging and write about the functions, importance of packaging.
Distinguish between Product Mix and Product Line and describe generic product development
process.
2. Define term Product innovation and explain advantages and disadvantages of product innovation.
Write about the New Product Development and describe the stages in NPD.
UNIT II
3. Define term idea screening and explain reasons why a great idea fail to convert into good product?
Describe different types of growth strategies and explain intensive and integrative growth strategies.
4. Explain the role of research and development in marketing.
Discuss BCG and GE McKinsey matrix of portfolio analysis.
UNIT III
5. Define Perceptual maps and explain advantages and disadvantages of perceptual maps.
Define about adoption process and explain stages of adoption.
6. Discuss defender model and define the term brand response.
Define the term brand personality and discuss the importance of brand personality from Indian
business context.
UNIT IV
7. Define brand image and discuss the advantage and disadvantages of building strong brand image.
Explain brand strategic decisions made by the manager to build strong brand.
Page 1 of 2
8. Define global franchising and write about the advantages and disadvantages of global franchising.
Define brand awareness and explain in detail about importance of brand awareness.
UNIT V
9. Define brand equity and explain Aaker's model of brand equity.
Define Brand Asset Valuator and explain BAV model of measuring brand equity.
10. Discuss briefly about brand revitalization and explain the ways of finding brand revitalization .
Define brand Crisis and taking an example of your choice explain how companies managed the
brand crisis.
Page 2 of 2
INSTITUTE OF AERONAUTICAL ENGINEERING
(Autonomous)
MBA IV Semester End Examinations (Regular) May/June, 2018
Regulation: IARE-R16
PRODUCT AND BRAND MANAGEMENT
Time: 3 Hours Max Marks: 70
Answer ONE Question from each Unit
All Questions Carry Equal Marks
All parts of the question must be answered in one place only
UNIT I
1. Define packaging and write about the functions, importance of packaging.
Distinguish between Product Mix and Product Line and describe generic product development
process.
2. Define term Product innovation and explain advantages and disadvantages of product innovation.
Write about the New Product Development and describe the stages in NPD.
UNIT II
3. Define term idea screening and explain reasons why a great idea fail to convert into good product?
Describe different types of growth strategies and explain intensive and integrative growth strategies.
4. Explain the role of research and development in marketing.
Discuss BCG and GE McKinsey matrix of portfolio analysis.
UNIT III
5. Define Perceptual maps and explain advantages and disadvantages of perceptual maps.
Define about adoption process and explain stages of adoption.
6. Discuss defender model and define the term brand response.
Define the term brand personality and discuss the importance of brand personality from Indian
business context.
UNIT IV
7. Define brand image and discuss the advantage and disadvantages of building strong brand image.
Explain brand strategic decisions made by the manager to build strong brand.
Page 1 of 2
8. Define global franchising and write about the advantages and disadvantages of global franchising.
Define brand awareness and explain in detail about importance of brand awareness.
UNIT V
9. Define brand equity and explain Aaker's model of brand equity.
Define Brand Asset Valuator and explain BAV model of measuring brand equity.
10. Discuss briefly about brand revitalization and explain the ways of finding brand revitalization .
Define brand Crisis and taking an example of your choice explain how companies managed the
brand crisis.
Page 2 of 2
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