Brand Management — DU B.Com. (Hons.) Previous Year Question Papers

Instruction for Candidates 3. Part of the question to be attempted together 4. The marks for each question are mentioned against the question. (f; What is the difference between a product and a brand? Give examples' (6) OR (a) A shong brand contributes significantly to customer loyalty, competitive advantage, and long-term suc""rs. Discuss the major benefits of building a strong brand with suitable examples. (12) (b) Why are brands important? What relationship does a brand share with a consumer? (6) 2. (aj A strong brand is not created ovemight but through a series of strategic stages. Explain the key steps in the brand buitding process. 02) (b) Describe the main elements of the Bull's Eye model and discuss how it aids in clarifuing brand positioning. (9) 3. (a) With globalization and technological advancement, the role of marketing has expanded beyond selling products. Discuss the emerging perspectives on marketing in the 21st century. (12) (b) Explain the different types of brand extensions used by companies to expand their market presence, citing suitable examples. (6) (a) Discuss the main steps involved in the Strategic Brand Management Process. (9) (b) Discuss the various strategies companies adopt to reposition their brands in response to gompetition and changing consumer needs. Support your answer with examples' (9) 4, (a) Explain the key components of Keller's Customer-Based Brand Equity (CBBE) Model and discuss how each stage contributes to building a strong brand. (12) (b) What is a Brand Equity Management System? State its importance. (6) OR (a)What role do digital and social media platforms play in amplifring brand equity? (9) (b) Growing and sustaining brand equity is essential for ensuring long-term brand success. Describe its importance and substantiate your answer with suitable examples. (9) 5. Write short notes on any three (3) (3x6=18) (i) Elements of brand identity. (ii) Importance of country branding in global competitiveness. (iii) Purpose ofconducting a brand audit. (iv) The ethical considerations in branding. OR CASE STUDY Nike, a global leader in sportswear, has built its brand on powerful storytelling and emotional engagement rather than just product promotion. The brand's famous slogan, "Just Do It," has become synonymous with determination, courage, and achievement. Nike's campaigns often feature real athletes and ordinary individuals overcoming challenges, which inspire consumers to identiff with the brand's message of empowerment. Through digital storytelling, Nike engages audiences on social media platforms with motivational content and short films, such as " Dream Crazy" featuring Colin Kaepemick and "You Canl Stop Us. " These campaigns go beyond sports they celebrate diversity, resilience, and equality. Nike's consistent focus on emotional appeal, innovation, and social relevance has strengthened its brand equity, positioning it as a symbol of inspiration and authenticity across generations.