Bachelor of Management Studies (B.M.S.) SEM VI ATKT ELECTIVE BRAND MGT Question Paper - Mumbai University | munotes

Questions asked in this paper

• 2. Figures to the right indicate marks

1. Q1 Answer the following (Any Two)
   • a. Define brand. Explain the characteristic of a
   • b. As a brand manager, explain the strategic Brand Management Process with Distinguish between Brands verses Products Answer the following (Any Two) 5)
   • a. Explain the term pricing. strategies used by @ brand manager to build brand
   • b. What is a product strategy? Highlight the core elements of a_product to build brand, What is co-branding? Explain its advantage with an example
2. Q3 Answer the following (Any 15 marks
   • a. the brand value chain in
   • b. What is brand personality? Explain the Big Five brand personality with an
   • c. Explain the qualitative research to measure the source of brand equity Answer the following (Any Two) We (15)
   • a. What is brand product matrix? Ilustrate a brand product matrix with an exam ple
   • b. Explain.the term brand hierarchy. levels of brand hierarchy,
   • c. What is cause marketing? State for building & managing brand Launched in August 1983, Tata’ Salt was the first brand in India to market iodised packaged with the aim of providing iodine to the masses. It was a welcome move fromi salt of suspect quality to the reassurance of clean and pure salt, The its equity from its consistent product quality (iodine and purity) and its With the corporate name Of the Tata Group has committed towards nation building and social welfare over more than a without focus of its business objectives. This vision has made its one of the fesponsible credible and transparent corporate brand in the world On-15" August, 2002; Tata Salt positioned itself as the “Desh Ka Namak” (the salt of the 3 with the objective of creating feelings of patriotism, As Tata Chemicals, the parent
   • 4. Paper Subject Code: 12605 com celebrated its 75" anniversary in 2014, Tata Salt the capture the imagination of Indian consumers
   • a. Define positioning. Critically evaluate the of Tata Salt trom the above
   • b. Do you feel that Tata Salt has contributed towards Justify with reasons

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