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Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA SEMESTER • EXAMINATION WINTER 2016
Subject Code: 4190523 Date:28/11/ 2016
Subject Name: Brand Marketing
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

Define Brand. How do we differentiate a Brand with a Product?
07

Explain the different types of risks, that a consumer may perceive while buying and consuming products. How do you think a brand can reduce the above mentioned risks?
07
Q.2

Explain in detail the Strategic Brand Management Process.
07

The weekly Twitter Advertiser Index lists the brands which have generated most engagement with users on the platform. Give some ad campaigns which fall under this category.
07
OR

Explain Brand Equity concept.
07
Q.3

Explain the marketing advantages of a strong brands by giving appropriate examples.
07

Give a detail outline of the sources of Brand Equity
07
OR
Q.3

Explain the guiding principles for Positioning a Brand.
07

Explain Brand Mantra by mentioning at least three examples of existing brands either national or global.
07
Q.4

Define brand elements. Explain the criteria for choosing brand elements.
07

The manner by which a product is sold or distributed can have a profound impact on the equity and ultimate sales success of a brand. In reference to the marketing channels, explain the channel strategy for marketing of brands.
07
OR
Q.4

Explain the different type of pricing strategies that the firm might adopt to build brand equity.
07

Explain in detail the four vital ingredients to make the best brand-building communication programs.
07
Q.5

What are the different means by which the marketers can leverage secondary brand associations? Explain with examples.
07

Even as the debate in Hollywood hovers around whether it is releasing too many tent poles term used to describe a film that is expected to support a wide range of ancillary tie-in products such as toys, games, merchandising, comics, FMCG products, animates series, TV serials etc.). In reference to Tent poles, Take the example of movie "Baahubali: The Beginning and enlist the different brand extensions which can be marketed with the help of the characters of The Movie 'Baahubali'.
07
OR
Q.5

Explain the advantages and disadvantages of Global marketing programmes.
07

Explain "Ten Commandments of Global Branding" which are quite essential for building strong global brands.
07