Name of the University : Uttarakhand Open University
Degree : M.B.A
Department : Marketing Management
Subject Code/Name : MM2206 Brand Management
Year : II
Semester : IV
Document Type : Old Question Papers
Website : uou.ac.in
Download Model/Sample Question Paper : https://www.pdfquestion.in/uploads/uou.ac.in/4299.-MM-2206%281%29.pdf
UOU Brand Management Question Paper
(Fourth/Second Semester) Examination- 2012
Time : 3 Hours
Max. Marks : 60
Related / Similar Question Paper : UOU MBA Marketing Management Question Bank
Note : The Question paper is divided into three sections A,B and C. Follow the
instructions given in each section.
Section A
(Long Answer Questions)
Note : Answer any two questions. Each question carries 15 marks. (2×15=30)
1. Discuss the following.
a) Define what is perceived quality?
b) Why is perceived quality so important in branding?
2. “A corporate brand offers a host of potential marketing advantages, but only if corporate brand equity is carefully built and nurtured.” Justify.
3 Does branding help in attaining ‘competitive advantage’? If yes, how?
4. What are the roles played by the brands regards to
a) a manufacturers
b) the consumers
Section B
5- Answer any four question. Each question carries 5 marks. (4×5=20)
5.1 What is a slogan- How can slogan play its role in building brand image-
5.2 Briefly discuss the concept of brand equity.
5.3 What is blanker branding-
5.4 What are the objectives of branding-
5.5 What role does the logo play in branding strategy-
5.6 Explain the various barriers to branding.
5.7 Discuss the loyalty levels of the customers with respect to brands.
5.8 Outline the main responsibilities of brand manager.
Section C
Objective Questions (Compulsory)
Note : Answer all questions. Each question carries 1 marks. (10×1=10)
6- Write true /False against the following
6.1 Packaging involves designing and producing the container or wrapper of a product.
6.2 Internal branding occurs when customers experience the company as delivering its brand promise.
6.3 When Coca-cola introduced its new Vanidla ? Illustrate an example of life extension .
6.4 ‘Maturity’ is one stage of Product Life Cycle.
6.5. Brands strength is a measure of its reliability of its future earning.
7-Choose the correct alternative :
7.1. A clothing marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being followed.
a) Multi branding
b) Brand extension
c) New brands
d) Line extension
7.2 ___________ occurs when two established brand names of different companies are used on the same product.
a) Co- branding
b) Internal marketing
c) Brand equity
d) A brand extension
7.3 ____________ is a set of all brands and brand lines which a particular firm offers for sale to buyers in a particular category.
a) International branding
b) Brand portfolio
c) Co branding
d) Brand equity
7.4 ____________________ is the added value endowed to products and services.
a) Branding
b) Brand equity
c) Differentiation
d) Augmentation
7.5 ____________________ are those trademark devices that serve to identify and differentiate a brand
a) Brand element
b) Pricing
c) Promotion
d) Distribution channels
4th Semester, Examination-2015 :
MM-2206 Brand Management :
Time : 3 Hours
Maximum Marks : 60
Note : This paper is of sixty (60) marks divided into three (03) sections A, B, and C. Attempt the questions contained in these sections according to the detailed instructions given therein.
Section – A : (Long Answer Type Questions)
Note : Section ‘A’ contains four (04) long-answer-type questions of fifteen (15) marks each. Learners are required to answer any two (02) questions only. (2×15=30)
1. What is a brand? Discuss the concept of brand identity.
2. Explain the objectives of advertising strategy. What are the essential pre-requisites for designing an effective advertising message?
3. Discuss the following :
a) Brand Equity
b) Brand Awareness
c) Brand Personality
4. Differentiate between retailer brands and manufacturerbrands. Discuss the advantages and disadvantages of sales to retailers by manufacturers.
Section – B : (Short Answer Type Questions)
Note : Section ‘B’ contains eight (08) short-answer-type questions of five (05) marks each. Learners are required to answer any four (04) questions only. (4×5=20)
Write short notes on any four of the following :
1. Service Branding
2. Brand Attributes
3. Logos as Brands
4. Any one factor of brand creation
5. Line Extension
6. Co-Branding
7. Family Brand
8. Brands and Branding in India.