Brand Management — DU B.A. (Hons.) Business Economics (BBE) Previous Year Question Papers

1. (a) Elaborate how Branding offers several benefits to customers and firms? (8) (b) How has branding evolved over the period, explain any two challenges of branding in the current age? (10) (a) Define "Brand', and state how Branding differs from Brand Management? (8) (b) Explain various brand elements and criteria for 1 selecting brand elements. (10) 2. (a) Explain the process of building a brand. Also, state the various considerations to be kept in mind while designing different brand elements. (10) (b) What are the different ways to position a brand 1 in the market? Provide examples of different brand Positioning strategies used by real market companies. (8) (a) Define brand positioning statement. Provide your advice for a company that is required to design a positioning statement for pens- under the gifting product category. (10) (b) Differentiate between the following with examples: (i) Brand Positioning and Brand Repositioning (i) Rebranding and Repositioning of a Brand 3. (a) Explain different types of brand Reinforcement strategies as provided by Kevin Keller. (8) (b) What do you mean by Brand Hierarchy? Explain why brands go for revitalization strategies. (8) (c) What are the Pros and Cons of Individual Branding (a) Explain the strategic Brand Management Process. (b) What does Brand Architecture Strategy define? How is it created for a brand? (12) 4. (a) Explain Brand Equity with an example. Also, explain the components of brand equity. (12) (b) What are the different ways to measure the performance of a brand? (12) (b) Write short notes on : (i) Brand Audit (ii) Brand Equity (8) (c) As per Kevin Lane Keller, explain how a customer perceives and responds to a brand. (8) 5. Explain with suitable examples, how evolving technologies are facilitating global brands. (6) How does social media help in Brand management?