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

IMC in the digital era. Illustrate your answer with examples? (a) What is brand positioning? Describe how firms identify and establish brand positioning and core values in the minds of consumers. (b) Discuss the importance of a strong relationship between brands and consumers. How do brands influence consumer perception, trust, and loyalty? 2. (a) Explain the rolé of brand elements in creating a strong brand. Support your answer with suitable examples. a) What are the different stages of a Brand Life Cycle, how dd branding strategies change at different stages of the life cycle of a brand. What are the key challeng.es and opportunities in brand managemeLt today? Illustrate your answer with examples from the digital marketplace. (b) .. What is a brand, and how does it differ from a product? Examine the changing ro.1e of branding in today's competitive markets, with appropriate examples (a) Discuss the role of new media in b`randing. what are brand athplifiers, and how do they he'1p in growing arid sustaining strong brands? Explain the concepts of global branding and country branding. What challenge; ; do firms~face.while managing brands across different countries and cultures? (a) Critically exam.ine.the role of digital and social media in building brands. How has digital transformation resh-aped traditiona.I brand inanagemeht practices. a) Explai.n the Customer-Based Bi`and Equity (CBBE) model in detail, outlining its key components and st-ages. How-does this model help in building, managi.ng, and sustaining a strong brand over time. (a) (b) Discuss hovy stQrytelling can be used as an. effective brandipg tool. Illustrate your answer with examples of brands that have successfully used storytelling to build emotional; comectioris. Explain the importance of brand audits in managing brands over time. How can regular br.apd audits help organisations sustaln strong `brand equity in a dynamic market environment? 5. Write short notes on any three : (a) Brand Image vs Brand Identity (b.) Brand Equity vs Brand Value (c) Brand Salience vs Brand Resonance (d) Brand Personality vs Brand Ambassador (e) Product Extension vs Brand Extension