Exam Details
| Subject | product and brand management | |
| Paper | ||
| Exam / Course | mba | |
| Department | ||
| Organization | Gujarat Technological University | |
| Position | ||
| Exam Date | May, 2017 | |
| City, State | gujarat, ahmedabad |
Question Paper
Page 1 of 1
Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (INTEGRATED) SEMESTER 08 • EXAMINATION SUMMER 2017
Subject Code: 4180508 Date: 01/06/2017
Subject Name: Product and Brand Management
Time: 10:30 AM to 1:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
Explain the various stages of Product Life Cycle.
07
What is brand? Explain Consumer Base Brand equity (CBBE) model with appropriate diagram.
07
Q.2
What is Brand Equity? Explain key attribute of successful brand.
07
What is Brand Value Chain? Explain Brand value chain with various stages.
07
OR
Write a note on "BCG Matrix" with example.
07
Q.3
What are POP and POD? Explain for Reliance Jio and Vodaphone Brand.
07
What do you mean by Brand Leverage? Which are the ways of taking leverage? Elicit.
07
OR
Q.3
What is market research? How projective techniques are useful to study the market? Develop the questionnaire for studying the customer satisfaction of Patanjali toothpaste.
07
What is brand extension? Explain the merits and demerits of Brand Extension.
07
Q.4
What is Green Marketing? How it works? Explain.
07
Explain revitalization strategies and reinforcement strategies of a brand. What steps are required to improve brand equity for a brand?
07
OR
Q.4
Write a note on Brand Equity Charter and Brand Equity Reports for P&G and Unilever.
07
What is corporate image? Which are the attributes to improve the corporate image?
07
Q.5
Explain Global/Local/Glocal Positioning with appropriate examples also Explain Advantages and Disadvantages of Global Marketing Programs
07
What is the difference between Innovation and Invention? Explain with examples.
07
OR
Q.5
What is cause marketing? Discuss various brands that use cause marketing for building its brand equity.
07
What do you mean by personalizing marketing? Also explain how Experiential marketing, One-to-one marketing and Permission marketing are used by various brands to personalize their marketing efforts?
07
Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (INTEGRATED) SEMESTER 08 • EXAMINATION SUMMER 2017
Subject Code: 4180508 Date: 01/06/2017
Subject Name: Product and Brand Management
Time: 10:30 AM to 1:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
Explain the various stages of Product Life Cycle.
07
What is brand? Explain Consumer Base Brand equity (CBBE) model with appropriate diagram.
07
Q.2
What is Brand Equity? Explain key attribute of successful brand.
07
What is Brand Value Chain? Explain Brand value chain with various stages.
07
OR
Write a note on "BCG Matrix" with example.
07
Q.3
What are POP and POD? Explain for Reliance Jio and Vodaphone Brand.
07
What do you mean by Brand Leverage? Which are the ways of taking leverage? Elicit.
07
OR
Q.3
What is market research? How projective techniques are useful to study the market? Develop the questionnaire for studying the customer satisfaction of Patanjali toothpaste.
07
What is brand extension? Explain the merits and demerits of Brand Extension.
07
Q.4
What is Green Marketing? How it works? Explain.
07
Explain revitalization strategies and reinforcement strategies of a brand. What steps are required to improve brand equity for a brand?
07
OR
Q.4
Write a note on Brand Equity Charter and Brand Equity Reports for P&G and Unilever.
07
What is corporate image? Which are the attributes to improve the corporate image?
07
Q.5
Explain Global/Local/Glocal Positioning with appropriate examples also Explain Advantages and Disadvantages of Global Marketing Programs
07
What is the difference between Innovation and Invention? Explain with examples.
07
OR
Q.5
What is cause marketing? Discuss various brands that use cause marketing for building its brand equity.
07
What do you mean by personalizing marketing? Also explain how Experiential marketing, One-to-one marketing and Permission marketing are used by various brands to personalize their marketing efforts?
07
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