Brand Management Subject Important Questions Bank for TYBMS SEM 6 April Exam Paper 2017

Brand Management

Unit 1

1. What are the features of a good brand
2. What makes a good brand
3. What are the importance of branding
4. Product vs brand
5. Explain the brand management process
6. Explain customer based brand equity model
7. What are the sources of brand equity
8. What are the steps to build a brand
9. How are brands positioned

Unit 2

1. What are the criteria for choosing brand elements
2. What are the types of brand elements
3. What is relationship marketing and what are the types of relationship marketing
4. How to set up prices to build brand equity
5. Elaborate the direct and indirect channels
6. What are the components of promotional mix under IMC
7. What are the various ways to leverage on the brand associations to build brand equity

Unit 3

1. Elaborate the brand value chain
2. How to measure sources of brand equity
3. Explain the Young and Rubicam’s brand asset valuation
4. Explain the various comparative methods of measuring outcomes of brand equity
5. Explain the various holistic methods of measuring outcomes of brand equity

Unit 4

1. What is brand architecture and how to develop brand architecture
2. What is brand hierarchy and what are the levels of brand hierarcy
3. What is cause marketing and what are the advantages of clause marketing
4. What is green marketing and what are the challenge that companies face for green marketing
5. What is brand extension and what are the advantages and disadvantages of brand extension
6. What are the strategies for brand reinforcement
7. Why is brand revitilization important
8. What are the strategies to do brand revitalization
9. What are the different ways to build global brands

Text books recommended

1. Vipul Publications
2. Sheth Publications

For any further clarifications, please feel free to get in touch with Prof Vipin Saboo on 9820779873