Set of Applied Questions

Q1. Lay down 6 important guidelines for the companies moving on the extension path. On the basis
of these guidelines what will be your suggestions to Moser Baer which forayed into various related
and unrelated diversifications like entertainment business, PC peripherals & consumer durables.
Q2. Ever wondered why companies assassinate their logos & replace them every once in a while?
With reference to the various examples on logo changes that we observe around us, lay down the
different reasons which lead to this change & also state the positive and negative implications it has
over companies.
Q3. Parachute is a success story of branding of a commodity. Hair oils and its use are deeply
ingrained in the Indian Psyche. This industry is dominated by unbranded oils where majority of the
hair oil segment is occupied by coconut oil. The branded category is witnessing growth. Throw light
on the various factors which have contributed to the success of Parachute in the commodity
segment.
Q4. Increasingly, marketers are blending global objectives with local or regional concerns. Taglines
like 'Think Global. Act Local', 'World's Local Bank' etc. are becoming popular. Citing examples of
various global brands, explain in detail the differentiated global marketing strategies being followed
by them with special emphasis on Standadization v/s Customization.
Q5. 'Brand failure is every marketer's nightmare'. Give some examples of some major brand
failures. Also analyse the reasons for the fading out of brand BPL which was once a phenomenal
Indian brand in electronics & appliance market space that once topped in ubiquity and esteem.
Chart out some suitable strategies to revitalize this brand & retain its leadership position once again.
Q6. Pick up a brand and identify all its brand elements. Also assess ability of these elements to
contribute to the CBBE on the 6 parameters.
Q7. Nano passenger car from TATA has changed its Brand positioning several times without any
success. Recently, it has launched it as Nano Twist. Is it a right brand strategy? If you were a
Brand Manager, how would you have repositioned the brand Nano? Enumerate various steps you
would follow by substantiating it.
Q8. Branded salt is a large market and dominated by two major players-Tata & Annapurna. There is
room for more. Analyze the journey of Common Kitchen Salt from a mere commodity to a brand.
What are the various sources which have helped these 2 major brands build their brand equity in the
market.

Q9. Branding of cities is a recent international phenomenon. Proponents of branding cities believe
that giving a city a brand sets the social, economic & cultural processes in motion, which has an
effect on people's perception of a city. After referring to the clipping attached, build up a brand for
'Mumbai'.

Clipping for Q9.