MUTHAYAMMAL ENGINEERING COLLEGE -RASIPURAM

DEPARTMENT OF MANAGEMENT STUDIES

TERM TEST:1
MBA M02 - BRAND MANAGEMENT
Time: 2 Hrs
Sem: 4th Trimester
Date: 30.09.2009/A.N
Maximum marks: 60 marks
PART A (1*10 =10 Marks)
1. Brand name based on animals or birds ------------------.
2. ---------------- are those descriptive features that characterize a product or service.
3. ---------------- are the personal value and meaning that consumers attach to the product
or service attitudes.
4. ---------------- associations are those associations designed to negate competitors POD.
5. Tagline for Nike ----------------.
6. Give the brand image and brand personality of a brand.
7. ---------------- deals with the extrinsic properties of a product or service.
8. Four sub brands under the label Brooke Bond are ------------.
9. The overlapping of brands and similarity of brands is called ----------------.
10. Mention any two brand ambassadors who has been used for more brands.-----------PART B (10*2=20 Marks)
Answer any TEN of the following:
1. Define Brand.
2. What is brand image?
3. What is brand personality?
4. What is brand proliferation?
5. What is brand pruning?
6. What is brand loyalty?
7. What is brand identity?
8. What do you know about brand positioning?
9. Differentiate between points of purity and points of difference.
10. What are the benefits of branding to manufacturers?
11. What is brand value?
12. Mention any two importance of branding.
PART C (2*10=20 Marks)
Answer any TWO of the following:
1. Explain in detail about the brand value chain.
2. Explain the guidelines for positioning a brand.
3. Explain the branding challenges and opportunities.
4. Explain Kapferers brand identity prism with an example.

PART D (10 marks)

CASE STUDY (Compulsory Question)

The HUL is a well known company for the FMCG products.HUL possesses many
product lines. Among that the soap line some of them are very famous like Lifebuoy,
Hamam belongs to HUL. Eventhough the things are going well for HUL they introduced
a new brand in the soap variety called LESANCY. Le Sancy was introduced in the market
with a lot of greatness in that like, a soap which is long lasting, premium priced with
different and attractive package, shape etc., At one time, images of this curiously shaped
soap graced every magazine. It sought differentiation only on the basis of its boat-shape,
and its advertisers went out of their way to convince consumers that its shape would lead
to a never-before bathing experience. Inspite of all its competencies it faced a failure in
the market and the soap ends with poor sales and the life of the brand ends within a short
span.
Questions:
1. Can you guess what leads to the poor sales of Le Sancy?
2. Do you feel that Le Sancy might follow a brand extension of any other HULs ongoing brand?
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