Bachelor Of Mass Media (BMM) SEM V ATKT April 2016 ADVERTISING BRAND BUILDING Question Paper - Mumbai University | munotes

Questions asked in this paper

• 2. Figures to the right indicates maximum marks

1. Q1 Explain the following concepts 6 marks
   • i. Silver bullet
   • v. Mix branding
2. Q1 b. Case study Reliance Fresh is India’s leading neighbourhood retail chain, synonymous with freshness and savings With the three core promises of Fresh Hamesha, Available Hamesha and Savings Hamesha, Reliance Fresh is a one-stop-shop for fresh shopping, fresh savings and fresh happiness. From fresh fruits and vegetables to dairy, cereals to spices, processed food & beverages to home and personal care products, they have the entire gamut of grocery needs covered Based on the above inputs answer the following
   • i. Analyse the current brand personality using the brand personality scale. 3
   • ii. What position strategy have they followed? 3
   • iii. Based on the brand personality do you think there is a need for brand ambassador? Justify
3. Q2 Answer the following
   • a. Define Brand. Explain the process of branding. 7
   • b. Explain brand identity traps. 8
   • c. Write a note on Co- branding. What are the 10 guidelines to build a brand? (08) 7
4. Q3 Answer the following
   • a. Define brand leverage. Explain moving the brand up and moving the brand down
   • b. Explain brand repositioning with suitable examples. 8
   • c. What is Multi Branding Strategy? Highlight how it is advantage for a brand. 7
   • d. Explain brand building imperative. 8
5. Q4 Answer the following
   • a. Explain Brand Building Blocks in detail. 15
   • b. Explain Brand Asset Valuator (BAV). 15
6. Q5 Answer Any Three short notes. 15 marks
   • a. Consumer segmentation
   • b. Brand hierarchy
   • c. Difference between brand and Product
   • e. Brand association
   • 2. YOT

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