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431 Strategic Brand Management

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Rakshitha .B
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58 views2 pages

431 Strategic Brand Management

Uploaded by

Rakshitha .B
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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lV Semester M.B.A. Degree e*irin"tion, Novemb er 2A22


(CBCS - 2014-15 and Onwards)
MANAGEMENT
Paper - 4.3.1 : Strategic Brand Management
Time : 3 Hours Max. Marks: 70
SECTION - A

Answer any five of the following questions. Each question carries 5 marks. (5x5=25)
1. What are the different stages involved in New Product Development ?
2. What are the factors to be considered by a Brand Manager for selection of a
good brand Name ?

3. Describe the Brand Extension at length with proper illustration.

4. Explain the Kepferer Brand ldentity Prizm Model.

5. Classify the different types of Brands.

6. Describe briefly the components of Aakers Brand Equity Model.


7. What is a brand endorsement ? Explain the role of celebrities in endorsing the
brand.

SECTION _ B

Answer any three questions. Each question carries 10 marks. (3x10=30)


8. A leading hair oil,company plans to enter the antiseptic skin cream business
in competition with the market leader Bordine. Currently the market in lndia is
valued at INR 1&9.76 bn in 2A21 and is expected to expand at a Compound
Annual Growth Rate (CAGR) of 8.22/" during the 2A21-2A25. Period to reach
a value of INR 191.09 bn by 2A25. Given these circumstances discuss the
positioning and Brand building strategies that the company can use.

9. Elaborate the steps in strategic brand management process.

10. Discuss different methods of measuring brand equity.

11. Write short notes on :

a) Brand Leveraging techniques


b) Brand Architecture.
P.T,O.
oP - 255 rlllfiilililIilililrililtilillllr

SECTION _ C

12. Compulsory - Case study. (1x15=15)


Color cosmetics player Modi Revlon plans to take on Garnier, the rnass hair
color market leader, with the launch of its mass brand, Color N Care. While this
world be Revlon's first lndia-specific brand, it would also mark a detour from
Revlon's permium positioning. Priced at Fls. 120, Color N Care would compete
with Garnier, which commands about 75"/" share of the mass hair color market,
and Godrej. About 60% of the Rs. 200-crore hair color market is dominated by
mass brands priced around Rs. 100. "lt is the first lndia-specific brand f rom
Revlon. lf it succeeds, we would like to have the brand rights to distribute it
in other markets", said Umesh K Modi, chairman, president and CEO, Modi
Group. The Rs. 150 crore Modi Revlon, a74:26 joint venture between Modi
Mundipharma and Revlon, has hair color brands like Color Silk, Top Speed
and Color Stay, priced at Rs. 250, Rs. 375 and Rs. 450 respectively. With the
launch of Color N Care, it is targeting a 15"/" market share in the first year. The
new brand would be promoted through a mix of mass media compaigns and
in-store promotiohs through its beauty advisors. For ttlodi Revlon, about 20%
of its revenue comes from the hair color business. lt has a 12/" market share
of the total hair color market.

Questions :

1) Explain brand strategy of Revlon.


2) Critically analyze firms brand structure. \iVhat challenges you foresee for the
firm ? 'i1

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