This document discusses various questions and answers related to brand management. It addresses what a brand is, why brands matter to consumers in terms of risk reduction and quality signaling. It also covers types of consumer risks, sources of brand equity including awareness and image, the purpose of brand mantras, and factors considered in designing effective advertising campaigns. The challenges of brand management are discussed in terms of savvy customers, increased competition and costs. Key steps in the strategic brand management process and elements of building consumer-based brand equity are also summarized.

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IMPORTANT QUESTION AND IT’S SOLUTION
ABSTRACT
I TRY MY BEST TO SOLVE
THE PROBLEM.WAITING
FOR YOUR JUDGEMENT
NASIR UDDIN
STUDENT OF DCC

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Q. what is brand? Can everything be branded – justify your logic?
Brand: a brand is name, term, sign, symbol, logo or design, or
combination of them intended to identify the goods and services of one
seller or group of seller and to differentiate them from those competitor.
Can everything be branded?
1. Physical goods- Sony
2. Service- British airways
3. Retailers and distributor- BATA
4. Online products and services- OLX.COM
5. People and organization- SAKIB AL HASAN
6. Sports art and entertainment- NIKE
7. Geographic location- AUSTRELLIA
8. Idea and causes- AIDS
Q. why do brands matter to consumer?
1. Identification source of product
2. Assignment of responsibility to product maker
3. Risk reducer
4. Search cost reducer
5. Promise
6. Symbolic device
7. Signal of quality
Q. “consumer may perceive many different type of risk in buying and
consuming a product”-discuss on the basis of different types of risk?
1. Functional risk
2. Physical risk
3. Financial risk
4. Social risk
5. Psychological risk
6. Time risk

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Q. what do mean by brand equity? What are the main sources of brand
equity?
Brand equity: a brands power derived from goodwill and recognition
that it has earned over time, which translate into higher sales volume and
higher profit margin against competing brands.
Sources of brand equity:
 Brand awareness:
A. advantage of Brand awareness
 Learning advantage
 Consideration advantage
 Choice advantage
B. Establishing Brand awareness
 brand image :
 Strength of brand association
 Favorability of brand association
 Uniqueness of brand association
Q. what is meant by brand mantra? What factor are considered for brand
mantra-give example?
Brand mantra:
A brand mantra is an articulation of the “heart and soul” of the brand, a
three to five word phrase that capture irrefutable essence or sprit of the
brand positioning and brand values. Its purpose is to ensure that all
employees and all external marketing patterns understand what the brand
is, most fundamentally, in order to represent it with customer.
Factor considered for brand mantra:
 Communicate( clarity what is unique about the brand)
 Simplify (memorable)
 Inspire (personally meaningful and inspire)

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Q. define brand equity management system? Briefly explain the brand
value chain?
Brand equity management system: a brand equity management system
is a set of organizational process designed to improve the understanding
and the use of the brand equity concept with in a firm.
Brand value chain:
Q. distinguish between slogan and jingles?
slogan
 Short phrase
 For example:
Snicker’s-hungry?
Grave a snicker’s.
Jingles
 Musical massage
 For example:
Give me a break- kit Kat

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Q. give some example of your favorite slogan?
 Nike= just do it
 Chevrolet= like a rock
 Avis= we try harder
 BMW = the ultimate driving machine
 Nokia = connecting people
Q. what is advertising? Name in brief the prime factors in designing
effective advertisement campaign?
Advertising: advertising is any paid form of non-personal presentation
and promotion of ideas, goods, or services by an identified sponsor.
Factors in designing effective advertisement campaign:
1. Defining position to establish brand equity:
 Competitive frame of reference
 Nature of competition
 Target market
 Point of parity benefit
 Point of difference benefit
2. Identify creative strategy to communicate positioning concept:
 Problem solution
 Demonstration
 Product comparison
3. Motivational:
 Humor
 Warmth
 Sex appeal
 Music appeal

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Q. “although brand may be as important as ever to consumer in reality
brand management is more difficult than ever” –explain this statement
on the basis of branding challenge and opportunities?
Ans:
Branding challenge and opportunities:
1. Savvy customer
2. Brand proliferation
3. Media fragmentation
 Clutter
 Fragmentation
 Technology
4. Increased completion
5. Increased cost
6. Greater accountability
Q. what is strategic brand management process?Briefly explain the four main
steps of strategic management process?
Strategic brand management process:strategic brand management process involves
the design and implementation of marketing program and activities to build,
measure, and manage brand equity.
Steps of strategic brand management process:
1. Identification and establishing brand positioning
2. Planning and implementing brand development program
3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity

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Q. draw customer based brand equity pyramid?
Q. what is brand elements? What criteria used in developing brand elements?

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Q. explain the brand building blocks of consumer based brand equity model?
Ans:
1. Brand salience (awareness)
2. Brand performance (characteristics, effectiveness etc.)
3. Brand imagery (user profile, value etc.)
4. Brand judgment (quality, superiority etc.)
5. Brand feelings (warmth, fun etc.)
6. Brand resonance (loyalty, attachment etc.)

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Q. what is brand positioning? What is the basic difference between points of parity
band points of difference?
Brand positioning: brand position is at the heart of marketing strategy.it is the act
of designing the company’s image so that it occupies a distinct and valued place in
the customer minds.
Difference between points of parity band points of difference:
Points of parity points of difference
 Similarity the offerings  Distinct offerings
 Key to positioning is necessary  It’s not necessary
 Easier to achieve  Difficult to achieve
Q. what are the main criteria for choosing brand elements?
Criteria for choosing brand elements:
1. Memorable
 Easily recognized
 Easily recall
2. Meaningfulness
 Descriptive
 Persuasive
3. likeable
 fun and interesting
 rich visual and verbal imagery
 aesthetically pleasing
4. transferable
 within and across productcategory
 across geographic boundaries and culture
5. adaptable
 flexible
 updateable
6. protectable
 legality
 computably

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Q. how to brand marketer chosebrand option and tactics for brand elements in
order to build brand equity?
1. Brand name( fundamental important choice)
 naming guidelines
2. brand awareness
 simplicity and easy of pronunciation and spelling
 familiarity and meaningfulness
 differentiated, distinctive and unique
3. brand association
 naming procedure
 URL(uniform resource locator)
 Logos and symbols
 Characters ( Ratan Tata)
 Slogan
 Jingles
Q. what is permission marketing? Briefly discuss the different kinds of
personalized marketing concept?
Permission marketing: permission marketing, the practice of marketing to
consumer often only gaining their express permission, is another toolwith which
companies can break through the clutter and build customer loyalty.
Pioneer this topic –Seth Godin.
Types of personalized marketing:
1. Experimental marketing (software-trial use)
2. One to one marketing (trailer shop)
3. Permission marketing (e-buy)

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Q. define integrated marketing communication (IMC)? How can brand marketer
evaluates IMC program?
Integrated marketing communication (IMC):
 IMC program choosethe best option and manage the relation between them.
 Marketer should “mix and match” communication option to build brand
equity
 Chooseof different communication option that share some common
meaning and content
Criteria for evaluating integrated marketing communication (IMC) program:
1. Coverage
2. Contribution
3. Commonality
4. Complementarity
5. Versatility
6. Cost
Q. what guidelines used for branding hierarchy decision?
1. Decide the number of level
 Principles of simplicity
 Principles of clarity
2. Decide the levels of awareness and type of association created each level
 Principles of relevance
 Principles of differentiation
3. Decide on which productare to be introduce
 Principles of growth
 Principles of survival;
 Principles of synergy
4. Decide on how to link brand on different level of products
 Principles of prominence
5. Decide how to link a brand across the product
 Principles of commonality

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Q. what are the main difference between customer equity and brand equity?

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Thank you   
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