Bachelor Of Mass Media (BMM) SEM V 2017 18 May 2017-18 BRAND BUILDING Question Paper - Mumbai University | munotes

Questions asked in this paper

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• 2. Figures to the right indicates maximum marks

1. Q1 A. Explain the following concepts 6 marks
   • 1. Core identity
   • 2. Generic branding
   • 3. Umbrella branding
   • 4. Brand image
   • 5. LOGO
   • 6. Brand vision
2. Q1 B. Pepsodent is one of the flagship oral care brand of Unilever. The brand‘s mission is to help improve people’s oral health and habits through its products and innovations. Pepsodent wants to extend its portfolio by launching - Chewing gums. On the basis of the above information answer the following:
   • 1. What line extension strategy would you suggest? Justify 3
   • 2. What is the current personality of Pepsodent? Create a new personality using the Big
   • 3. Who would you like to use as a Brand Ambassador based on your new Brand Personality
3. Q2 Answer the following
   • a. Explain brand identity traps 8
   • b. What are the 10 guidelines to build strong brand? Explain- Co branding and its types (08) 7
   • d. Explain brand repositioning with suitable examples. 7
4. Q3 Answer the following
   • a. Explain Multi branding & Multi Product Branding with suitable examples 8
   • b. Explain the four cornerstone of brand positioning strategy 7
   • c. Explain Graveyard model 8
   • d. Define brand product matrix with an example 7
   • Q.P. Code: 22242
5. Q4 Answer the following
   • b. Explain brand leveraging and its types 15
6. Q5 Write Short Note on (Any Three) 15 marks
   • a. Brand v/s Product
   • b. Brand Hierarchy
   • c. Brand Licensing
   • d. Advantages of Branding
   • Q.P. Code: 22242 Fed Are, sre
   • Q.P. Code: 22242

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