Bachelor of Mass Media (B.M.M.) SEM V 2019 20 Nov 2019-20 ADVERTISING BRAND BUILDING Question Paper - Mumbai University | munotes

Questions asked in this paper

• 2. Figures to the right indicates maximum marks

1. Q1 a. Explain the following concepts:- 6 marks
   • a) Logo
   • b) Mix branding
   • c) User imagery
   • d) Core identity
   • e) Brand manager
   • f) Generic branding
   • b. Case Study: With over 4 decades of expertise in the hair industry, Godrej introduced Godrej Professional, the first ever professional hair colour & care range, especially formulated for Indian hair. Now the brand wishes to increase its portfolio by launching Godrej Professional Ayurveda Shampoo Based on the above information answer the following:- :
   • a) What line extension strategy would you suggest? Justify your answer. 3
   • b) Analyze the current brand personality based on Big Five scale. 3
   • c) Based on the brand personality do you think there is a need for brarid
2. Q2 Answer the following:
   • a) What are the 10 guidelines to build a brand? 7
   • b) What is Brand Product Matrix? Illustrate Brand Product Matrix with an example 8
   • c) Explain brand loyalty pyramid. 7
   • d) What are the four brand identity perspective? 8
3. Q3 Answer che following:
   • a) Explain brand repositioning with suitable examples 7
   • b) What are brand building blocks? 8
   • c) Explain Co- branding and its types. 7
   • d) Explain Brand Asset Valuator (BAV) model with an example. 8
4. Q4 Answer the following:
   • a) What is Brand Leveraging? Explain various types for leveraging a brand? 15
   • b) What is Brand strategy? Explain any three brand strategies. QS. Write short note on ANY THREE of the following:- (15) 15
   • a) Brand v/s Product
   • b) Brand hierarchy
   • c) Brand association
   • e) Brand awareness

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