Bachelor Of Mass Media (BMM) SEM V 2022 2023 Sep 2023 ADVERTISING BRAND BUILDING Question Paper - Mumbai University | munotes

Questions asked in this paper

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• 1) N.B: 2) Figures to the right indicate full marks

1. Q1 (a) Explain the following concepts:
   • 1. Logo
   • 2. Brand Image
   • 3. Functional Benefits 6
   • 5. Core Identity
   • (b) Parachute from the house of Marico is India’s No.1 coconut oil that contains the goodness of 100% pure coconut oil. The Brand wishes to extends its portfolio by launching — Shampoo and Conditioner 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 brand personality? Create a new personality using the Big Five. 3
   • 3. Who would you like to use as a Brand Ambassador based on your new Brand Personality and why? 3
2. Q2 Answer the following:
   • a. State and explain the brand building blocks 8
   • b. Explain Multi-branding and Multi Product Branding strategies with suitable 7
   • c. Describe the various brand positioning strategies. 8
   • d. Explain Young & Rubicam Graveyard Model. 7
3. Q3 Answer the following:
   • a. Explain Brand Repositioning with suitable examples 8
   • b. How does CSR help in Brand Building 7
   • c. Bring out the difference between Consumer and Industrial Brands. 8
   • d. What are Brand Building Imperatives? 7
4. Q4 Answer the following:
   • a. What is Brand Equity? Explain Brand Equity Ten model of measurement. 15
   • b. Differentiate between Revitalization and Reinforcement of Brands with the help of the relevant examples 8
   • c. Depending on the Product Life cycle explain the branding strategies at each stage 7
5. Q5 a. Write Short Notes on (ANY THREE) 15 marks
   • a. Brand Hierarchy
   • d. Corporate Branding
   • 1. Yr
   • 3. FASS FT
   • 1. ant

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