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Mktg 324: Brand Management 2010 Question Paper

Mktg 324: Brand Management 2010

Course:Brand Management

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 324
COURSE TITLE: BRAND MANAGEMENT
STREAM: Y3S2 & Y3S1
DAY: TUESDAY
TIME: 9.00 -11.00 P.M.
DATE: 10/08/2010

INSTRUCTIONS:
Answer Question ONE and any other TWO Questions.

QUESTION ONE
You have been contracted as a brand management Consultant in a manufacturing Company
dealing with modern mobile telephone handsets.
a) Discuss how you would establish category Membership and ways of conveying a brand
category membership. (10marks)

b) Brustania Manufacturing Company producing modern ladies handbags wish to brand
their products as they target the upper working class ladies. Discuss the criteria that could
be used to choose the brand elements. (10marks)

c) In branding the above ladies handbags, discuss the important themes that could be used in
designing brand building marketing programmes. (10marks)

QUESTION TWO
a) A company producing toilet soap targeting sportsmen has continued to record declining
sales. Explain the appropriate methods you would use to carry out Brand audits.
(10marks)
b) In 2(a) discuss the method you would use to manage brand Equity (10marks)

QUESTION THREE
a) Discuss factors that need to be considered when designing packaging for a product.
(10marks)
b) Labeling is defined as a small slip placed on a product package to denote its nature,
content, ownership, destination among others. Discuss five types of labels.

QUESTION FOUR
a) To avoid commodity trap, marketers belief that they can differentiate anything. Discuss
differentiation strategies that can be used for brand differentiation. (12marks)

b) Discuss four general strategies used in the choice of names. (8marks)

Mktg 324: Brand Management 2010 Question Paper

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