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Mktg 324: Brand Management Question Paper

Mktg 324: Brand Management

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
DAY: WEDNESDAY
TIME: 9:00 – 11:00A.M.
DATE: 24/03/2010

INSTRUCTIONS:
Answer question ONE and any other TWO questions

QUESTION 1
Ritz International beverage manufacturing company has been a market leader in artificial juices.
The company has a wide network of distributors and customers across the country. Last year, the
company realized that there s reduction in market share due to changes in customer taste, who
are quitting to competitors’ fresh juices. During the company top management meeting the
marketing department was commissioned to come up with a brand name for the new brand of
Mango, Passion and Orange fresh juice to be launched later in the year to meet the new customer
needs.
(a) As the brand manager, suggest a suitable brand name for the new fresh juice and discuss
how it meets the criteria for the choice of brand element. (12 marks)
(b) During the presentation of the new brand name, give a justification of the benefits of
branding. (6 marks)
(c) You have been contracted by a cosmetic company dealing with different brands. Discuss
the approaches you could use to measure the performance of the product’s brand equity.
(12 marks)
QUESTION 2
(a) Tom Kamuli, is a pro-active marketing manager of a Fast Moving Consumer Goods
(FMCG) manufacturing company with customers across the country. He plans to
undertake Brand Reinforcement for all brands. Discuss what is involved in brand
reinforcement. (12 marks)
(b) Discuss the role of brand crisis management in managing Brand Equity. (8 marks)

QUESTION 3
(a) Many firms in Kenya sell or Buy grains without branding. You have been contracted to
brand various grains handled by Bulk Grains Handlers. Discuss Four general strategies
that you could use in choosing the brand name. (10 marks)
(b) Discuss the factors that shape a brand during its growth and maturity. (10 marks)

QUESTION 4
(a) To avoid commodity trap, marketers, differentiate their products and services. Discuss
differentiation strategies a company could use for a brand. (12 marks)
(b) Discuss three key consumer desirability criteria for Parity of Differences (PoDS).
(8 marks)

QUESTION 5
(a) Explain FIVE major packaging considerations that a marketer could use when designing
packaging materials. (10 marks)
(b) Explain the FOUR classifications of labels and give relevant examples (10 marks)

Mktg 324: Brand Management Question Paper

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