MMPM-003 Product and Brand Management Solved Question Paper December 2023

MMPM-003 Product and Brand Management Solved Question Paper December 2023

Product and Brand Management
Course Code: MMPM-003

1. (a) Explain the following terms with an
example :
(i) Trademark/Logo
(ii) Skimming Pricing Strategy
(iii) Brand Associations
(iv) Brand Asset Valuator
(b) Define what constitutes a new product and
explain how the responsibility for New
Product Development is assigned at the
corporate level.
[ 2 ] MMPM–003
2. (a) With the help of suitable examples, discuss
the possible situations where generation of
new products ideas occur both internal as
well as external to the firm.
(b) What options of different appeals that a
marketer can use to reinforce a strong and
positive perception for the purpose of
building a strong brand image among its
customers ? Explain.
3. (a) List the brand building blocks and explain
how important these blocks are in the
consumer decision-making process.
(b) What is brand hierarchy ? Comment on the
different levels of brand hierarchy which
are accessible for a marketer.
4. Answer any three from the following :
(a) Services Differentiation
(b) Utility of Display Matrices
(c) Generation of New Product Ideas
(d) Advantages of Branding the Commodities
(e) Composite Measure of Brand Equity
[ 3 ]
Section—B
5. (a) Discuss the important criteria used to
screen new product ideas. How would you
use product profile rating to a new product
idea ? Illustrate.
(b) Comment on the need for brand valuation
and the methods available for a marketer