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Brand Marketing Question Paper

Brand Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2011

KABARAK
U
N I
V
E
R SITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR

FOR THE DEGREE OF BACHELOR OF COMMERCE

MKTG 324 – BRAND MANAGEMENT
DAY: THURSDAY

DATE: 08/12/2011
TIME: 2.00 P.M– 4.00 P.M.
STREAM: Y3S2

INSTRUCTIONS
Answer Question ONE and ANY Other TWO Questions

1. (a) Briefly explain the difference between brand audit and brand tracking. (6 marks)
(b) Texgen manufacturing company is facing a brand crisis over its latest brand of Food
Supplement, in its ingredients and preservatives. The company is working out to
correct the problem, but the brand image has already been damaged. Discuss how you
would handle this crisis. (10 marks)
(c) Brands play different roles as part of a brand portfolio, explain at least FOUR
Different roles brands play. (8 marks)
(d) Discuss the key consumer desirability and deliverability criteria for points of
Differences (PODS).

2. (a) Mr. Alex Adams a marketing Manager of a progressive Manufacturing Company
dealing with Electronics home appliances in his quest to avoid commodity trap, wish
to differentiate various elements of the company. Discuss differentiation strategies
that the company could use.

(b) A company in the process of branding its products wishes to identify basic criteria for
choosing Brand element. Explain at least FIVE criteria for choosing Brand Elements.
(10 marks)

3. (a) In designing Holistic Marketing activities discuss the important themes that marketers
could use to designing brand-building marketing Programmes. (10 marks)
(b) A brand is essentially a sellers promise to deliver a specific set of features, benefits
and services consistently to buyers. A good brand therefore should have specific
characteristics. Discuss FIVE major attributes of a good brand name. (10 marks)

4. (a) Packaging plays an important role in labeling and branding. Discuss the major
functions of packaging and give relevant examples. (10 marks)
(b) Explain at least FOUR kinds of labels. (4 marks)
(c) Explain THREE levels of packaging and the purpose each (6 marks)

5. (a) Your competitor has come up with a competitive strategy using point of Difference
(PODS), Discuss a strategy you would use to counter your competitors action.
(10 marks)

(b) A company that deals with value addition to agricultural products has been selling its
products unbranded. As a new Brand Manager, justify the benefits for branding.
(10 marks

Brand Marketing Question Paper

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