USN:
/ PES INSTITUTE OF TECHNOLOGY – BANGALORE SOUTH CAMPUS
Hosur Road (1Km before Electronic City), Bangalore -560100
INTERNAL TEST # 1
Strategic Brand Management – 12MBAMM416
Course: MBA Semester IV Time Allowed: 90 Minutes
Faculty: Priya Diana Mercy Max. Marks: 50 (Fifty Marks)
Date: 11/02/2014 Time: 11.30 AM – 1.00 PM
Note: Answer all the Questions.
1 (a) / What is Brand Management?
Brand management includes managing the tangible and intangible characteristics of brand.
Tangibles:
  product itself
  Price
  packaging, etc.
The intangibles
emotional connections with the product / service. / (3 marks)
(b) / Explain the segmentation basis for B2B markets?
  Nature of good
◦  Kind
◦  Where it is used
◦  Kind of buy
  Buying condition
◦  Purchase location
◦  Who buys
◦  Type of buy
  Demographic
◦  Number of employees
◦  Number of production workers
◦  Annual sales volume
◦  Number of establishments / (7 marks)
(c) / What is Human Centered Brand Personality. Explain the various types with examples.
/ (10 marks)
2 (a) / What is brand positioning?
“. . . the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds.”
Philip Kotler / (3 marks)
(b) / What are the criteria for choosing brand elements?
Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability / (7 marks)
(c) / What are the secondary sources of brand knowledge?. How can a organization leverage these sources?
Brand knowledge - awareness of the brand name and belief about the brand image.
Awareness
Attitudes
Benefits
Images
Thoughts
Feelings
Attitudes
Experiences
secondary sources of brand knowledge
/ (10 marks)
3 / Case Study - (Compulsory) / (10 marks)


Solution A:
a.
Ads – featuring ‘ God’s Own Country’
Brand ambassadors
Co – Branding with Indian Railways – Ayurveda coaches
Tie ups with Indian airlines
Featuring in National Geographic channel