FOR MBA STUDENTS

1. UNIT-1 BM
Q1. Brand
Brand isthe name,term,sign,symbol ordesignora combinationof themwhichisintendedto
identifythe goodsorservicesof one sellerora groupof sellersandtodifferentiate themfromthose
of competitors.
Branding challengesand opportunities
1. Shiftfromadvertisingtopromotions:
2. Increasedcosts:
3. Competition:
4. Online shopping:
5. Opportunitiesfromtechnology:
6. More sophisticatedbuyers:
7. Growth of corporate branding:
Q2. Stepsin strategic brand managementprocess
1. Identifyingand establishingbrandpositioning:
2. Planningandimplementingbrandmarketingprograms:
a) Choosingbrandelements:
b) Integratingthe brandintomarketingactivities:
c) Leveragingsecondaryassociations:
3. Measuringand interpretingbrandperformance:
4. Growingand sustainingbrandequity:
Q3. Positioning/brandpositioning
Brand positioningisapart of brandidentityandvalue propositionthatistobe actively
communicatedtothe targetaudience andthat demonstrate anadvantage overcompetingbrands.
To create a sustainable andwinningbrandstrategy,the companymustbe able todevelopadistinct
positioningforitsbrands.
Factors affectingpositioning/brandpositioning
1. Brand attributes:
2. Consumerexpectations:
3. Competitorattributes:
4. Price:
5. Consumerperceptions:
Processof brand positioning
1. Competitorsidentification:
2. Determininghowcompetitorsare perceivedandevaluated:
3. Determiningthe competitorsposition:
4. Analysingcustomerspreference:

2. 5. Making the positioningdecision:
6. Monitoringthe position:
Importance of internal branding
1. Importantto buildingmorale:
2. Helpsbeyondintellectual propertyandsatisfiedcustomers:
3. Focusesonbrands value:
4. Aimedatcreatingan organisation:
5. Connectingelement:
6. Translate the positive atmosphere:
7. Nurturesanorganisational identity:
Q4. Componentsof brand value
1. Reputationvalue- perceivedproductquality:
2. Relationshipvalue- relationshipperceptions:
3. Experiential value- consumerexperience:
4. Symbolicvalue- valuesandidentities:
Factors in buildingbrand value
1. Quality:
2. Positioning:
3. Repositioning:
4. Communications:
5. First-moveradvantage:
6. Long-termperspective:
7. Internal marketing:
Q5. Strategiesfor positioningthe brand for competitive advantage
1. Who am i:
a) Positioningbycorporate identity:
b) Positioningbybrandendorsement:
2. What am i:
a) Categorypositioning:
b) Benefitpositioning:
c) Usage anduse time positioning:
d) Price qualitypositioning:
3. For whomam i:
a) Demographicgroups:
b) Behavioural:
c) Psychographic:
4. Why me:
a) Unique attribute:
b) Competitive positioning:

3. Objective ofbrand positioning
1. To be recognised:
2. To be rebranded:
3. To provide brandstealth:
4. To helpbrandjudgement:
Q6. Aspects of creationof brands
1. Physical goods:
2. Services:
3. People andorganisation:
4. Retailersanddistributors:
5. Geographiclocations:
6. Online productsandservices:
7. Entertainment,sportsandarts:
8. Ideasand causes:
Principle ofbranding
1. Definingthe brandsidentity:
2. Imaginarysources:
3. Choosingproductswithameaning:
4. Brand campaign:
5. Brand language andterritoriesof communication:
Importance of branding
1. To consumers
a) Easy to recognise:
b) Availabilityof qualityproducts:
c) Minimumfluctuationsinprice:
d) Improvedpackaging:
e) Mental satisfaction:
2. To producers
a) Easy to advertise:
b) Easy to identifythe products:
c) Creationof separate market:
d) To get more price:
e) Easy to expandthe productmix:
f) Personal contactswithconsumers:
UNIT-2
Q1. Co-branding

4. It isalso calledbrandbundlingorbrandalliances.Itoccurswhentwoor more existingbrandsare
combinedintoajointproductor are marketed togetherinsame fashion.Forexample Mahindra-
renault,Citibank-indianoil creditcards,bharti-walmartandsoon.
Co-brandingcantake three forms-
1. Ingredientbranding:
2. Co-operativebranding:
3. Complementarybranding:
Advantage of co-branding
1. Convincinglypositioned:
2. Creatingpointsof parity:
3. Reduce the cost of product introduction:
4. Means to learnaboutconsumers:
5. Otheradvantages:
Disadvantage of co-branding
1. Riskand lackof control:
2. Highconsumerexpectation:
3. Possible negativeimpactonbrand:
4. Lack of focus:
Q2. Advantagesof celebrityendorsement
1. Influence consumerpurchases:
2. Buildawareness:
3. Positionabrand:
4. Attract newusers:
5. Breathe life intofailingbrand:
Disadvantages of celebrityendorsement
1. The reputationof the celebritymaytarnishedafterhe/she endorsedthe product:
2. The vampire effect:
3. Inconsistencyinthe professional popularityof the celebrity:
4. Multi brand endorsementbythe same celebritywouldleadtooverexposure:
5. Celebritiesendorsingone brandandusinganother:
6. Mismatch betweenthe celebrityandthe image of the brand:
Q3. Communicationmodels
1. Aristotle Model of Communication:
2. Berlo’sModel of Communication:
3. ShannonandWeaverModel of Communication:
4. Schramm’sModel of Communication:
5. Helical Model of Communication:

5. Means ofthe leveragingbrand equity
1. Company:
2. Countryof origin:
3. Channelsof distribution:
4. Co-branding:
5. Licensing:
6. Celebrityendorsement:
7. Sporting,cultural andotherevents:
8. Third-partysources:
UNIT-3
Q1. Techniquesof qualitative research
1. Free association:
2. Projective techniques:
3. Zaltmanmetaphorelicitationtechnique:
4. Brand personalityandvalues:
5. Experiential methods:
UNIT-4
Q1. Consumer’sevaluationof brand extension
In generallyconsumersresponse toabrand extensiondependsonthe level of fitthattheyperceived
betweenthe parentbrandandthe extension.
These are explainedasfollows-
1. Target customer:
2. Frame of reference:
3. Pointof difference:
4. Reasonsto believe:
Meritsof brand extension
1. Cost of newlaunches:
2. Promotional efficiency:
3. Consumerbenefits:
4. Feedback effects:
5. Leveragingbrandequity:
6. Permitconsumervarietyseeking:
7. Improve brandimage:
8. Parentbrand reinforcement:
9. Cheaperexpansion:
10. Expandingtoa widermarket:
Demeritsof brand extension
1. Dilutionof the existingbrandimage:

6. 2. Cannibalisation:
3. Disastercan occur:
4. Diminishidentificationwithanyone category:
5. Companyabstainfromthe chance to developanew brand:
6. Confusedorfrustratedconsumer:
Evaluating brand extensionopportunities/factorinfluencingdecisionforbrand extension
1. Companyfactor:
2. Consumerfactor:
3. Productfactors:
a) Fitbetweenparentbrandandbrandextension:
b) Parentbrand convictionandparentbrandexperience:
4. Market factors:
a) Extendibilityof the original brand:
b) Suitabilitytothe productline:
c) Retailerexperience:
d) Marketingsupport:
5. Brand associations:
6. Channelsandthe promotionof factors:
7. Competitive environment:
a) Brand strengthcounterparts:
b) Peermarketingpower:
c) Peerlevel of competition:
Q2. Managementof product strategy overproduct life cycle
1. Introductionphase
I. Rapidskimmingstrategy:
II. Slowskimmingstrategy:
III. Rapidpenetrationstrategy:
IV. Slowpenetrationstrategy:
2. Growth phase:
3. Maturity phase:
4. Decline phase:
Q3. Evaluating international branding strategy/global issuesinbranding
1. Inherentmarketdifference:
2. Entrenched local brands:
3. Growingchannel power:
4. Criticismof global brands:
Q4. Global branding strategies
1. Cultivate establishedlocal brands:
2. Global concept,local adaptions:
3. Create newbrands:
4. Purchase local brandsand internationalise:
5. Developbrandextensions:
6. Employa multi local strategy:

7. 7. Aggressivelyglobalise: