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Brand Marketing Question Paper

Brand Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2012

KABARAK
UNIVERSITY

UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 324: BRAND MANAGEMENT
DAY: THURSDAY

DATE: 2/08/2012
TIME: 3.00 – 5.00 P.M.

STREAM: Y3S2
INSTRUCTIONS
? Attempt question ONE and any other TWO questions

QUESTION ONE
“Brands rule the world of marketing today because they rule the world of consumers”
a) Why is a brand different from a commodity? (5 Marks)
b) How does the brand rule the marketing world at the national level? (12 Marks).
c) How does the brand rule the marketing world at the firm level? (8 Marks)
d) Does the branding suffer limitations? Explain (5 Marks)

QUESTION TWO
a) “History of branding may be traced to the early days of civilization”. Explain (4 Marks)
b) “There were a number of compelling reasons behind the use of the brand at the
beginning”. Are these still relevant for today’s brand? (10 Marks)
c) Describe the future outlook for branding (6 Marks)

QUESTION THREE
a) Define the brand equity for Tusker Lager (4 Marks)
b) What ingredients will help you support your definition? (6 Marks)
c) What benefits does East African Breweries Ltd reap in having such a strong brand?
(10 Marks)

QUESTION FOUR
“Brand Wheel Essence (BWE) allows the marketer achieve a precise brand positioning”
a) Explain (2 Marks)
b) What other name is BWE usually given? Why? (4 Marks)
c) What is the role of personification in the crafting of a BWE? (6 Marks)
d) What ultimate goals does BWE assist the marketer achieve? ( 8 Marks)

QUESTION FIVE
“A key strategy in elongating the life of a brand is through extension”.
a) Explain (4 Marks)
b) What advantages does brand extension bring to the business? (10 Marks)
c) What disadvantages might the business encounter while pursuing brand extension?
(6 Marks)

Brand Marketing Question Paper

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