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IMT-75
Notes:
a. Write answers in your own words as far as possible and refrain from copying from the text
books/handouts.
b. Answers of IstSet Before a product is advertised, a thorough market research is conducted in
order to know the reactions of various consumers about the product. There are various advantages
and disadvantages of TV advertising. They are:
(Part-A), IIndSet (Part-B), IIIrdSet (Part – C) and Set-IVth(Case Study) must be sent together.
c. Submit the assignments in IMT CDL H.O. along with the assignments Question Papers for
evaluation .
d. Only hand written assignments shall be accepted.
A. First Set of Assignments 5 Questions, each question carries 1 marks.
B. Second Set of Assignments 5 Questions, each question carries 1 marks.
C. Third Set of Assignments 5 Questions, each question carries 1 marks. Confine your answers to
150 to 200 Words.
D. Forth Set of Assignments Two Case Studies : 5 Marks. Each case study carries 2.5 marks.
SECTION - A
Q. 1. Explain what is a brand ?
Answer:A brand is a product, service, or concept that is publicly distinguished from other products,
services, or concepts so that it can be easily communicated and usually marketed. A brand name is
the name of the distinctive product, service, or concept. Branding is the process of creating and
disseminating the brand name. Branding can be applied to the entire corporate identity as well as to
individual product and service names.
Q. 2. Brands have physical as well as psychological features, explain with the help of an example.
Answer:The average consumer operates in a complex environment, the human brain attempts to
organize and interpret information with a process called selective perception, a filtering of exposure,
comprehension, and retention. Selective exposure occurs when people pay attention to messages
that are consistent with their attitudes and beliefs and ignore messages that are inconsistent.
Selective exposure often occurs in the

2. Q. 3.Mention branding of any three categories which have transitioned from commodities to
brands.
Answer: Given that brands are such a complex set of issues, how do we go about turning a
commodity product or production capability into a
Q. 4. What are the various symbols used in branding? What should be the elements of good
symbol?
Answer:Branding is the use of various promotional tools and messages to convey an intended image
of your company and products to customers. Symbols are extremely important to the effective
entrenchment of your brand. Promotional symbols include various words, phrases, images,
characters and other visual depictions or sounds that connect customers to your brand.
Various symbols used in branding:
Q. 5. Why firm use brand ambassadors? How does it contribute to brand equity?
Answer: Firms aimed at marketing are trying to connect their clients into communication with the
brand as much as possible. Firms want to get closer to their customers and listen to them. Some
brands are even willing to modify their products according to needs of their consumers. However,
the majority of firms are remaining uninformed as they do not even know how they are mentioned
or discussed on the Internet unable to communicate with Internet users. Trained representatives of
the brand, the brand ambassadors, help
SECTION – B
Q. 1. Discuss the Kapferer model of brand identity .
Answer:Much has been written about tactical deployment of brand communication in the digital
world, however, there has been little effort at theorizing around existing models of brand
communication and how consumer behavior and brand management is being fundamentally altered
by technological change.
Q. 2.What is strategic brand management process ?Elaborate .
Answer: Strategic Brand Management was defined by Jean-Noel Kapferer in his book "Strategic
Brand Management: Creating and Sustaining Brand Equity Long Term" (published in 1997) as that
branch of brand management that deals with the concept and practice of managing a brand in its
totality.
Q. 3. Elaborate brand identity of Star Bucks in India, with the help of brand identity model.

3. Answer: Starbucks Coffee Company has gone through some major makeovers throughout its
existence. Starbucks was initially a small entrepreneurial business partnership, which sold only
roasted coffee beans, tea, and spices. Later on, Starbucks took on a director by the name of Howard
Schultz, who had great vision for the company,
Q. 4. What is brand equity? What are the major components of brand equity?
Answer: The value premium that a company realizes from a product with a recognizable name as
compared to its generic equivalent. Companies can create brand equity for their products by making
them memorable, easily recognizable and superior in quality and reliability. Mass marketing
campaigns can also help to create brand equity. If consumers are willing to pay more for a generic
product than for a branded one,
Q. 5. Differentiate between revitalization and reinforcement of the brands, with the help of the
relevant examples from your everyday life.
Answer:This paper focuses on managing brands over a period of time, involving brand
reinforcement and revitalisation. It opens up with explaining where it all starts from; i.e., what is
brand and brand equity? It then moves onto significance of brand equity followed by how brand
equity is created? Next comes the most important part which explains why at all does brands needs
to be managed over time, which then
SECTION – C
Q. 1.How would you select brand elements and there role in brand building ?
Answer: There are various factors, which add to a good brand element. Brand element should be
such that they can have a great recall power; for example, half eaten apple, it steadily identifies with
brand Apple. These sort of logo stays in memory for long time. So the brand element should be such
that it can be easily recalled.
Another factor is significance and application, is brand element conveying either of this two for
consumer? Significance here means that brand
Q. 2. How is service branding different from product branding , explain with the help of examples .
Answer: Product brands are about products. Mars, a classic Product brand, doesn’t answer back,
doesn’t get tired, isn’t anxious, is always ready to perform and always tastes the same. Every
experience with a Product brand is/should be identical. Service brands aren’t like that. Service
brands are about people. People who represent the organization lose their tempers, get tired and
anxious, and sometimes have just had enough that day. Every experience with a Service brand is
therefore different.
Q. 3. What is co branding ?what type of companies can draw benefit from co branding . Also
mention different types of co branding .

4. Answer: Co branding is the utilization of two or more brands to name a new product. The ingredient
brands help each other to achieve their aims. The overall synchronization between the brand pair
and the new product has to be kept in mind. Example of co-branding - Citibank co-branded with
MTV to launch a co-branded debit card. This card
Q. 4. How can we value brands ?discuss with examples of recent brand acquisitions .
Answer: In the last quarter of the 20th century there was a dramatic shift in the understanding of
the creation of shareholder value. For most of the century, tangible assets were regarded as the
main source of business value. These included manufacturing assets, land and buildings or financial
assets such as receivables and investments.
They would be valued at cost or outstanding
Q. 5. Discuss the threat posed by private labels to manufacturer brands.
Answer: Private label brands are no longer a cheap alternative to the FMCG category, they have
evolved into exclusive trusted brands that retailers have created, which keep consumers returning to
their stores. As a result private labelling has become a major threat to FMCG brands that now have
to differentiate their brand benefits even more strongly.
Several factors suggest that the private-label threat in
CASE STUDY – 1
Questions
Q. 1. Explain brand strategy of Revlon .
Answer: Businesses that have been successful with their initial product offering often look to expand
their product line either by adopting a multi-brand strategy or a multi-product branding strategy to
gain more market share to grow their business.Encouraging women to express their fabulous
femininity, right from the first thing Revlon did.
Goldin, who was a Coca-Cola marketer for 13 years, argues that consumers are 'embracing little
indulgences and becoming more impulsive when it comes
Q. 2. Critically analyze firms brand structure . What challenges you foresee for the firm ?
Answer: Brands (Google, Starbucks) are created to enrich the customer experience at every touch
point. The different touchpoints must create experiences that clients will have when they are dealing
with the companies. It is significant for each company to look at every touchpoint in its business and
ensure that it maximizes the desired brand experience for its client.
CASE STUDY - 2
Questions
Q. 1. What would you suggest to Mother Dairy for its revitalization plan .

5. Answer:Dairy products business of Mother Dairy reach out to the national mass, after a gap of three
years, the company has just started airing two television commercials. At a time when the
government is taking out money from various public enterprises it would only be logical if it seriously
reconsidered its involvement in the milk business. The
Q. 2. Develop brand identity model for Mother Dairy after collecting additional information for the
brand.
Answer: Mother Dairy entered the Mumbai market around four years ago and is now poised to
figure among the top three ice cream players this year. But with the Mumbai market captured, the
subsidiary of National Dairy Development Board (NDDB), is now on a national expansion drive. Dairy
products business head at Mother Dairy, Subhashis Basu says the confidence to serve its ice creams
to the whole country became evident during the previous year when the test marketing across the
nation started showing great results.
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )