Bachelor Of Mass Media (BMM) SEM V 2018 19 Nov 2018-19 ADVERTISING BRAND BUILDING Question Paper - Mumbai University | munotes

Questions asked in this paper

• 2. Figures to the right indicates maximum marks

1. Q3 Illustrate you answer with diagrams and examples wherever applicable Explain the following concepts (06)
   • v. Sub brand
   • b. Case study For Ahmedabad-based Vini Cosmetics, the company best known for launching deodorant FOGG, (Friends of Good Guys/Girls) this adage holds true. While competitors were marketing based on smell, FOGG decided to sell on longevity The brand also broke the stereotype communication with its campaign ‘Kya Chal Raha Hai, Fogg Chal Raha Hai’.Now the brand wishes to extend its portfolio by launching face wash for both Men and women On the basis of the given information answer the following questions: line extension strategy would you suggest? Justify your answer. (03)
   • ii. What is the current brand personality? Create a new personality using the big five. 3
   • iii. Whom according to you are suitable brand ambassadors based on the brand personality?
2. Q2 Answer the following
   • a. Explain brand awareness pyramid with the help of toothpaste segment. 7
   • b. What are the 10 guidelines to build a brand? 8
   • c. What are brand building imperatives? 7
   • d. Explain the four components of brand positioning. 8
3. Q3 Answer the following
   • a. Explain Young & Rubicam Graveyard model. 7
   • b. Why do we reposition brands? Explain the various reasons with suitable examples
   • c. Explain Brand Personality v/s User Imagery. 7
   • d. Write a brief note on Brand Equity 10. 8
4. Q4 Answer the following
   • a. “While building a brand there are various blocks”. Elucidate. 15
   • b. What is brand leveraging? Explain different methods of brand leveraging. 15
5. Q5 Answer Any Three short notes 15 marks
   • a. Difference between brand v/s product
   • b. Brand Loyalty
   • c. Brand hierarchy
   • d. Limitations of branding fe wa FOGG,( friends of Good
6. Q3 Beat
7. Q3 FAT
   • H) FAT
8. Q31 as 29 marks
9. Q3 IS

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