Bachelor of Management Studies (B.M.S.) SEM VI ATKT MARKETING 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) 15 marks
   • a. Define brand. Explain the characteristic of a PS
   • b. Asa brand manager, explain the strategic Brand Management Process with Distinguish between Brands verses Products with examples
2. Q2 Answer the following (Any Two) ASS
   • a. Explain the term pricing. Highlightsthe -various ‘pricing strategies by manager to build brand
   • b. What is a product strategy? core elements of to build brand What is co-branding? Explain-its advantage
3. Q3 Answer the following (Any Two) ; 15 marks
   • a. Explain the brand value chain in
   • b. What is brand personality? Explain the Big Fivé model of brand personality with an Explain the qualitative research technigue to the source of brand equity
4. Q4 Answer the following (Any 15 marks
   • a. What is. brand product matrix? Illustrate product matrix with an example
   • b. term brand hierarchy.-Highlights the various levels of brand hierarchy
   • c. What.is cause marketing? State its advantage for building & managing brand August 1983, Tata Salt was brand in India to market iodised packaged introduced with the aim of providing iodine to the masses. It was a welcome move Saway unbranded salt of suspect quality to the reassurance of clean and pure salt, The ‘its equity consistent product quality (iodine and purity) and its association With the corporate name Of the Tata Group > 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 credible and transparent corporate brand in the world August, 2002, Tata Salt positioned itself as the “Desh Ka Namak” (the salt of the nation), with the ‘objective of creating feelings of patriotism. As Tata Chemicals, the parent
   • Q. P. Code: 31768 company, celebrated its 75" anniversary in 2014, Tata Salt continues the capture the imagination of Indian consumers
   • a. Define positioning. Critically evaluate the positioning of Tata Salt froth the above
   • b. Do you feel that Tata Salt has contributed towards the of-Tata group? Justify with reasons

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