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Xaviers Institute of Business Management Studies
Brand Management Question Paper
Note: Attempt any ten questions. All questions carry equal marks.
Maximum Marks: 80+20 Paper Presentation
Instructions:
- Answer all questions as per the given instructions.
- Support your answers with relevant advertising theories, frameworks, and real-world
examples.
- Clarity, depth of analysis, and logical reasoning will be given additional weightage.
Section A: Descriptive Questions (20 Marks)
(Answer any four questions, each carrying 5 marks.)
- Discuss the strategies for building a strong brand with examples.
Answer: Building a strong brand involves several key strategies:
- Explain the concept of brand loyalty and how companies can enhance it.
Answer: Brand loyalty refers to a customer’s consistent preference and repeated purchase of a specific brand over time. It leads to long-term profitability and resistance to competitor offerings.
Companies can enhance brand loyalty by:
- How does corporate branding differ from product branding? Give suitable examples.
Answer: Corporate branding focuses on promoting the company as a whole, while product branding promotes individual products or lines.
- Corporate Branding: Builds the
- Describe the role of brand extension and its advantages and risks.
Answer: Brand extension is when a company uses an existing brand name to launch new products in a different category.
Advantages:
- Brand recognition helps new products gain quicker acceptance.
- Cost-effective marketing as trust is already established.
- Leverages
- Explain the impact of brand endorsements by celebrities and influencers on consumer behavior
Section B: Case Studies (60 Marks)
(Answer all case studies, each carrying 20 marks.)
Case Study 1: Brand Revival Strategy
Scenario:
Ravi Apparel, a once-popular clothing brand, has seen a decline in sales due to outdated designs
and a lack of digital presence. The management is considering a rebranding strategy to appeal
to younger consumers while retaining its loyal customer base.
Questions:
- a) What are the key factors Ravi Apparel should consider while rebranding.
Answer: Ravi Apparel must evaluate several key factors to ensure a successful rebrand that appeals to new customers while retaining existing ones:
- Target Audience Analysis – Understand the preferences, values, and shopping behavior of younger consumers without alienating older loyal customers.
- Updated Brand Identity – Redesign the logo, color palette, and overall aesthetics to appear modern, yet
- b) Suggest a brand positioning strategy that can attract younger customers.
Answer: Ravi Apparel should adopt a “Modern Heritage” positioning strategy—balancing its legacy of quality and craftsmanship with modern style and sustainability values. Key elements include:
- Style with Purpose: Emphasize fashion that combines comfort, trendiness, and ethical production.
- Affordable
- c) How can social media and influencer marketing help in reviving the brand.
Answer: Social media and influencer marketing are vital for reconnecting with the younger demographic and re-establishing brand relevance:
- Increased Visibility: Platforms like Instagram, TikTok, and Pinterest help showcase new designs to a wide
- Storytelling: Social media provides space to share behind-the-scenes content, brand values, and customer testimonials, humanizing the brand.
Case Study 2: Brand Differentiation in a Competitive Market
Scenario:
Neu Smartphones, a new entrant in the mobile phone industry, is struggling to compete with
established brands like Apple and Samsung. The company needs a strong brand differentiation
strategy to gain market share.
Questions:
- a) What factors should Neu Smartphones focus on to differentiate its brand.
Answer: To stand out in a market dominated by brands like Apple and Samsung, Neu Smartphones should focus on the following differentiation factors:
- Unique Value Proposition – Highlight features that established brands may overlook, such as long battery life, customizable UI, or local-language support.
- Design Innovation – Offer sleek, modern aesthetics with distinctive colors or textures that appeal to style-
- b) How can emotional branding be used to connect with consumers.
Answer: Emotional branding creates lasting bonds by appealing to consumers’ feelings, aspirations, and values. Neu Smartphones can use this by:
- Telling Relatable Stories – Develop ad campaigns that reflect real-life moments where smartphones are
- c) Suggest marketing strategies to position LMN Smartphones as a premium yet affordable
brand.
Answer: To position LMN Smartphones as a premium yet affordable brand, use the following strategies:
- Value-Based Communication – Emphasize quality materials, high-end performance, and cutting-edge
Case Study 3: Brand Loyalty and Customer Engagement
Scenario:
Gi-Tech, a leading electronics brand, has noticed a decline in customer loyalty despite having
high-quality products. The company wants to strengthen brand loyalty and improve customer
engagement.
Questions:
- a) What factors contribute to strong brand loyalty.
Answer: Strong brand loyalty is influenced by several key factors:
- Consistent Product Quality – Customers return to brands that deliver reliable and high-performing products.
- b) Suggest strategies Gi-Tech can use to enhance customer engagement.
Answer: To increase customer engagement, Gi-Tech can implement the following strategies:
- Interactive Social Media Campaigns – Use polls, contests, and live Q&As to keep users involved and informed.
- Content Marketing – Share helpful tech guides, product tutorials, and innovation stories via blogs, YouTube, and newsletters.
- c) How can a loyalty program help in retaining customers and improving brand advocacy.
Answer: A well-designed loyalty program offers multiple benefits that directly support customer retention and advocacy:
- Rewards for Repeat Purchases – Points or discounts encourage customers to return rather than switch to competitors.
- Tiered Benefits – Offering higher perks to long-term or high-spending customers promotes sustained loyalty.
Dear students, get fully solved assignments by professionals
Do send your query at :
or call us at : 08263069601
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