DEPARTMENT OF MANAGEMENT STUDIES

BA7011-BRAND MANAGEMENT
Question Bank
Unit I Two Marks Questions with answers
1. Define the term brand.
According to the American Marketing Association (AMA) a brand is a name,
term, sign, symbol or design or a combination of them, intended to identify the goods and
services of one seller or group of sellers and to differentiate them from those of
competition.
Technically speaking, then, whenever a marketer creates a new name, logo or symbol for
a new product he or she created a brand.
2. What is a brand management?
Brand management refers to the process of managing an organization based brand
so as to increase the brand equity.
3. What is brand equity?
Brand equity refers is an intangible assets that depends on association made by
the consumer. It is the value of the brand. Brand equity is based on the extent to which
the brand has high brand loyalty, name awareness, perceived quality and strong product
associations.
4. What are the brand elements?
According to the AMA definition, is to be able to choose a name, logo, symbol,
package design, or other characteristic that identifies a product and distinguishes it from
others. These different components of a brand that identify and differentiate it are brand
elements.
5. What is branding?
Branding is the process by which a marketer tries to build a long-term relationship
with the customers by learning their needs and wants so that the offering (brand) could
satisfy their mutual aspirations.
6. Differentiate brand and product.
Product is anything we can offer to a market for attention, acquisition, use or
consumption that might satisfy a need or want.
A brand is therefore more than a product, because it can have dimension that
differentiate it in some way from other products designed to satisfy the same need. The
differences may be rational, tangible, product performance of the brand, more symbolic,
emotional and intangible & Consumer motivations and desires and creating relevant and
appealing images surrounding their products.
7. What are the different types of risks in buying and consuming a product may perceive by
consumers?
Functional risk: The product does not perform up to expectations
Physical risk: The product poses a threat to the physical well-being or health of the
users or others

Financial risk: The product is not worth the price paid

Social risk: The product results in embarrassment from others.
Psychological risk: The product affects the mental well-being of the user
Time risk: The failure of the product results in an opportunity cost of finding another
satisfactory product.
8. List down the types of brand name strategies.
Individual brand name: Use their names for essentially all their products,
New products individual brand names that is unrelated to the company name,
Brand names based on peoples names,
Names based on animals or birds,
Names use words with inherent product meaning,
Sound scientific, natural or prestigious names etc.,
9. Why brand the product/service? Or Benefits of brand?
To differentiate the product
To aid advertising
To build loyalty
To facilitate recall
To communicate value of the product
To protect the product
To aid recognition
10. Write down the importance of branding to the customer.
Consumers:
Identification of source of product
Assignment of responsibility to product maker
Risk reducer
Search cost reducer
Promise, bond or pact with maker of product
Symbolic device
Signal of quality
11. List down the importance of branding to the manufacturer.
Manufacturers:
Means of identification to simplify handling or tracing
Means of legally protecting unique features
Signal of quality level to satisfied customers
Means of endowing products with unique associations
Source of competitive advantage

 Source of financial returns

12. What are the functions of brand?
Brand awareness: Measuring the brand communication is brand awareness.
Advertising and media buzz are the tools of brand awareness. It creates easy
recognition and recall to the brand.
Brand reduces the risk: Safer to buy the branded products than the unbranded.
Brand provides specific information: Giving assurance to consumers about a
specific quality
Brand provides symbolic consumption: on product related associations.
13. List down the types of brand.
Product brands
o Business to Business products
o High-Tech products
Service brands
Retailers and distributors brand
Online product and services brand
People and organization brand
Sports, Arts and Entertainment brand
Geographic locations brand
Ideas and causes brand
14. What is co-branding?
Kotler defines co-branding as, "two or more well-known brands combined in an offer"
and each brand sponsors expect that the other brand name will strengthen the brand
preference or purchase intention and hope to reach a new audience
Co-brandingalso called brand bundling or brand alliancesoccurs when two or more
existing brands are combined into a joint product or are marketed together in some
fashion
15. Explain the three levels in co-branding.
There are three levels of co-branding: market share, brand extension, and global
branding.
Level 1 includes joining with another company to penetrate the market
Level 2 is working to extend the brand based on the company's current market share
Level 3 tries to achieve a global strategy by combining the two brands
16. What are the forms of co-branding?
Ingredient co-branding
Same company co-branding
Promotional co-branding

 Joint venture co-branding and

Multiple sponsors co-branding.
17. Write down the advantages and disadvantages of co-branding.
Advantages:
Borrow needed expertise
Leverage equity you dont have
Reduce cost of product introduction
Expand brand meaning into related categories
o Broaden meaning and increase access points
Source of additional revenue
Disadvantages:
Loss of control
Risk of brand equity dilution
Negative feedback effects
Lack of brand focus and clarity
Organizational distraction
18. What are private labels?
Private labels can be defined as products marketed by retailers and other
members of the distribution chain. Private labels can be called store brands when they
actually adopt the name of the store itself in some way (such as Safeway Select). Private
labels should not be confused with generics, whose simple black-and-white packaging
typically provides no information about who made the product.
19. what is successful brands
Successful brands often create strong, favorable, and unique brand associations to
both functional and symbolic benefits. Although perceived quality is often at the heart of
brand equity, there is a wide range of associations that consumers may make to the brand.
Successful brands create mental structures and knowledge in consumers minds that cause
them to favor the brand
20. What is a Trade mark?
The legal version of a brand is a trade mark, by registering brand as a trade mark
the owner of the trade mark can protect against others using forms of identification.