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

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

Product and Brand Management
Course Code: MMPM-003

1. (a) Explain the following terms with an
example :
(i) Brand Name
(ii) Idea Generation
(iii) Brand Image
(iv) Brand Valuation
(b) Explain your understanding of product line
in an FMCG company of your choice.
2. (a) Enumerate and explain the factors that
determine the decision to offer new product
by the marketer.
[ 2 ]
(b) What is brand architecture ? Explain the
various steps involved in developing brand
architecture.
3. (a) What is brand equity ? Why does it become
essential for marketers to build strong
brand equity ? Explain.
(b) Discuss the underlying principle for brands
expand to international markets.
4. Answer any three from the following :
(a) Factors Driving Customization
(b) Brainstorming
(c) Market Testing
(d) Distributors Brand Policy
(e) Customer Based Brand Equity (CBBE)
Section—B
5. (a) What basic considerations have to be kept
in mind while balancing product portfolio ?
Explain the methodology of constructing
BCG matrix.
(b) Outline the significance of brand name.
Discuss the steps involved in brand name
selection process for a smart watch offered
by a leading Indian company.