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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: 29/03/2012
TIME: 9.00 – 11.00 A.M.
STREAM Y3S2

INSTRUCTIONS:

Attempt question ONE and any other TWO questions

QUESTION ONE
“If the old mantra was ‘Nothing happens until somebody sells something’, the new mantra could
be ‘Nothing happens until somebody brands something’ ”.
a) Justify this statement and define the term brand? (5 Marks)
b) Why has it gained such a prominent place in marketing? (12 Marks)
c) A number of conditions must be in place for branding to take place. Explain (8 Marks)
d) “That branding is central to making there is no doubt. This, however, is not meant to
imply that branding is the panacea of marketing”. Explain (5 Marks)

QUESTION TWO
a) Differentiate between a brand and a brand mark (10 Marks)
b) Explain the relationship between a brand name and branding. What functional roles can
brand names be assigned? (6 Marks)
c) What are the qualities of a good brand name? (4 Marks)

QUESTION THREE
a) Define the term brand equity (4 Marks)
b) What attributes are to be found in a brand that has a strong presence in the market place?
(10 Marks)
c) High brand equity endows the brand with a number of advantages. Explain (6 Marks)

QUESTION FOUR
“A good starting point on brand positioning is the establishment of a brand essence”.
a) Define brand wheel essence. What other name is it given? Why? (6 Marks)
b) What four questions should the exercise first seek to answer? (8 Marks)
c) Why it critical to personify the brand attributes? (2 Marks)
d) Crafting the brand essence is the starting point in the brand image building work. Explain
( 4 Marks)

QUESTION FIVE
“A human being requires regular medical check as a brand does need frequent audits”. Explain.
Describe the necessary steps in carrying out brand audit. (20 Marks)

Brand Marketing Question Paper

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