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

Questions asked in this paper

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1. Q3 Illustrate your answer with diagrams and examples wherever applicable
2. Q1 Explain the following concepts 6 marks
   • a) Range Brands
   • b) Sub Brand
   • c) Logo
   • d) Generic brand
   • e) Functional benefit
   • f) Core Identity
3. Q1 B) Case Study: INDIA — August 2, 2016-Mondelez India Foods Private Limited, today announced the launch of yet another exciting innovation — Cadbury Dairy Milk Marvellous Creation. After the successful launch of India’s first ‘centre-filled’ Chocolate — Cadbury Dairy Milk Silk Bubbly, Mondelez India, the market leader in the chocolate category in India (as per Nielsen) brings its global product Cadbury Dairy Milk Marvellus Creations to India. Exuberating a fun and playful characteristic, this unique chocolate bar surprises. consumers with its distinctive form and unpredictable inclusions. Cadbury Dairy Milk Marvellous Creations will be available in two flavours, Jelly Popping Candy and Cooke Nut Crunch, and will be manufactured at the company’s new manufacturing facility in Sri City, Andhra Pradesh
   • i. Using the Brand Personality Scale, explain what is the current brand personality. 03
   • ii. Is there a need of a celebrity endorser? If yes, suggest a celebrity, justify your answer. 03
   • iii. What extension strategy has the 03
4. Q2 A) 1) Discuss the relevance of the Graveyard Model, with reference to Indian Brand. 8 marks
5. Q2 What are the four Brand identity traps? 7 marks
6. Q1 Can a company choose between the various branding strategies? What options do they 8 marks
7. Q2 Explain the Brand product matrix with an industry example. 7 marks
8. Q3 A) 1) Explain the concept of Brand. How does it differ from product? 8 marks
9. Q2 Enumerate the advantages & disadvantages of Line extension. 7 marks
10. Q1 Explain the 10 guidelines for building strong brands. 2). Write a note on Co-branding. 07 8 marks
    • Q.P. Code :03614
    • B) Explain the Brand equity ten. 15
11. Q5 A) Attempt any three short notes: 15 marks
    • a) Loyalty Pyramid
    • b) User Imagery
    • d) The self-Expressive Mode
    • e) Brand Licensing
    • Q.P. Code :03614
12. Q3 HU
13. Q3 extension
14. Q2 2) He
    • Q.P. Code :03614
15. Q2 ax oly
16. Q3 feat )

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