TYBMS SEM 6 Marketing: Brand Management (Q.P. April 2023 with Solution)

 Paper/Subject Code: 86003/Marketing: Brand Management

Marketing: Brand Management

(Q.P. April 2023 with Solution)

Please check whether you have got the right question paper.

N.B: 1. Figures to the right indicate full marks.

2. Draw suitable diagrams wherever necessary

3. Illustrate your answers with examples

4. Rewrite the questions for Q1.a and b.

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1) April 2019 Q.P. with Solution (PDF) 

2) November 2019 Q.P. with Solution (PDF)

3) April 2023 Q.P. with Solution (PDF)

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Duration: 2½ hrs        Total Marks: 75

Q1. a. Multiple Choice Questions (ANY EIGHT)

1. _________ are the means by which firms distribute their products to consumers. (Parties, Retailers, Suppliers, Channels)

Ans: Channels

2. _______ is the act of creating a brand. (Promoting, Branding, Advertising, Drawing)

Ans:  Brading

3. ________ marketing promotes a product by not only communicating a product's features and benefits but also connecting it with unique and interesting consumer experiences. (Experiential, Personalized, Permission, Relationship)

Ans: Experiential

4. A brand if properly managed can be ________. (successful, superior, timeless, sophisticated) 

Ans: Timeless

5. ________ are short phrases that communicate descriptive or persuasive information about the brand.(Rhythms, Slogans, Tone, Jingle)

Ans: Slogans

6. _________ and knowledge complete the hierarchy and combine to form the brand stature construct. (Differentiation, Relevance, Information, Esteem)

Ans: Differentiation

7. Brand _______ often represent key sources of brand value, because they are the means by which consumers feel brands satisfy their needs. (associations, competitions, building, complexity) 

Ans: Associations

8. The _________ determines the marketing program's ability to affect the customer mind-set and is a function of the quality of the program investment. (customer multiplier, market multiplier, supplier multiplier, program multiplier)

Ans: Program Multiplier

9. A ________ is a means to designate a specific item or model type or a particular version or configuration of the product.(modifier, designer , graphics, creative) 

Ans: Modifier

10. The brand ________ is the set of all brands and brand lines that a particular firm offers for sale to buyers in a particular category.(boundaries, associators, perception, portfolio)

Ans: Portfolio

b. State whether the following statement is TRUE or FALSE (ANY SEVEN)

1. Brands share a great relationship of goodwill with consumers.

Ans: True

2. Brand elements, sometimes also called as brand identities.

Ans: True

3. Marketers have been forced to use so many financial incentives or discounts as the marketplace has become more competitive.

Ans: True

4. Personalized marketing tools play a strong role in helping marketers, incorporate customization on various levels of communication and marketing.

Ans: True

5. Brand personality is defined as a set of human characteristics associated with a brand.

Ans: True

6. The customer multiplier does not determine the extent to which value created in the minds of customer affects market performance. 

Ans: False

7. Revitalizing brands involves ensuring innovation in product design, manufacturing, and merchandising and ensuring relevance in user and usage imagery.

Ans: True

8. Brand hierarchy is a system that organizes brands, products, and services to help an audience access and relate to a brand.

Ans: True

9. Brand identity are customers' emotional responses and reactions to the brand. 

Ans: False

10 Brand resonance are customers' personal opinions about and evaluations of the brand, which consumers form by putting together all the different brand performance and imagery associations.

Ans: True

Q2. Answer the following

a. Illustrate the Strategic Brand Management Process with example.

Ans: The Strategic Brand Management Process involves a series of steps that a company takes to build, manage, and enhance its brand equity over time. Here's an illustration of the process with an example:

1. Identifying and Establishing Brand Identity: The first step is to define the brand identity, which includes the brand's mission, values, personality, and positioning in the market. For example, let's consider Nike. Nike's brand identity revolves around athleticism, innovation, and empowerment. Their slogan "Just Do It" encapsulates this identity, inspiring customers to push their limits.

2. Understanding and Assessing Brand Equity: Next, the company needs to measure its current brand equity by evaluating brand awareness, perceived quality, brand associations, and brand loyalty. Using Nike again, the company might conduct surveys or analyze sales data to assess the strength of its brand equity compared to competitors.

3. Planning and Implementing Brand Marketing Programs: Based on the insights gained, the company develops strategic brand marketing programs to enhance brand equity. For Nike, this could involve launching new product lines, sponsoring athletes and events, and creating compelling advertising campaigns that resonate with their target audience.

4. Measuring and Interpreting Brand Performance: Throughout the implementation of marketing programs, it's crucial to continually measure and interpret brand performance metrics. Nike might track changes in brand awareness, customer perceptions, and market share to gauge the effectiveness of its marketing efforts.

5. Growing and Sustaining Brand Equity: The final step involves maintaining and growing brand equity over time. Nike achieves this by consistently delivering high-quality products, staying ahead of trends in sports and fashion, and engaging with customers through social media and other channels.

b. An experiential marketing helps the brand manager to build customer loyalty? Give reason.

Ans: 

1. Emotional Connection: Experiential marketing focuses on creating memorable and meaningful experiences for customers. By engaging the senses and emotions of consumers, experiential marketing allows brands to form deep and lasting connections with their audience. When customers have positive and memorable experiences with a brand, they are more likely to develop an emotional attachment and loyalty towards it.

2. Personalization: Experiential marketing often involves personalized interactions with customers, tailored to their preferences and interests. By providing personalized experiences, brands can make customers feel valued and understood, strengthening their loyalty to the brand. When customers feel that a brand understands their individual needs and desires, they are more likely to remain loyal and continue supporting the brand.

3. Engagement and Participation: Experiential marketing encourages active participation from customers rather than passive consumption of advertising messages. Whether it's through interactive events, immersive installations, or hands-on demonstrations, experiential marketing invites customers to engage with the brand on a deeper level. This active participation fosters a sense of ownership and belonging among customers, leading to increased loyalty towards the brand.

4. Word-of-Mouth and Advocacy: Memorable experiential marketing events often generate buzz and word-of-mouth promotion as customers share their experiences with friends, family, and social media followers. Positive word-of-mouth recommendations from satisfied customers are incredibly powerful in building trust and credibility for a brand. When customers become advocates for the brand, actively recommending it to others, it helps solidify their loyalty and reinforces their connection to the brand.

5. Differentiation and Brand Identity: Experiential marketing allows brands to differentiate themselves from competitors by creating unique and unforgettable experiences that reflect their brand values and identity. When customers have positive experiences that are distinctively associated with a particular brand, it helps to reinforce the brand's identity and position in the market. This differentiation contributes to building long-term customer loyalty as customers seek out the brand for its unique offerings and experiences.

OR

c. State the qualitative research technique for managing brand.

Ans: One qualitative research technique for managing a brand is In-depth Interviews. 

In-depth interviews involve one-on-one discussions between the researcher and the participant, allowing for detailed exploration of the participant's attitudes, perceptions, beliefs, and behaviors related to the brand. These interviews are typically semi-structured, meaning that while there is a predetermined set of topics or questions, there is also flexibility to delve deeper into specific areas of interest as they arise during the conversation.

1. Brand perception: Understanding how customers perceive the brand, its strengths, weaknesses, and unique selling points.

2. Brand associations: Exploring the associations and attributes that customers associate with the brand, both positive and negative.

3. Brand loyalty: Investigating the factors that influence customer loyalty towards the brand, including their emotional connection, satisfaction levels, and repeat purchase behavior.

4. Brand positioning: Assessing how the brand is positioned in the minds of customers relative to competitors, and identifying opportunities for differentiation.

5. Brand communication: Gathering feedback on brand messaging, advertising campaigns, and communication channels to ensure they resonate with the target audience.

In-depth interviews provide rich and nuanced insights into customers' perceptions and experiences with the brand, helping brand managers make informed decisions about brand strategy, communication, and customer engagement. These insights can inform various aspects of brand management, including product development, marketing campaigns, and customer relationship management.

d. Describe the term line extension? State its advantages.

Ans:  Line extension refers to the strategy of introducing new products or variations within an existing product line under the same brand name. These new products typically share the same brand name, positioning, and target market as the original product, but offer different variations in terms of features, flavors, sizes, or other attributes.

Advantages of Line Extension:

1. Leveraging Brand Equity: Line extension allows companies to capitalize on the existing brand equity of their flagship product. By leveraging the recognition and reputation of the brand name, new product variants can benefit from established customer loyalty and brand associations.

2. Cost Efficiency: Introducing line extensions can be more cost-effective compared to launching entirely new brands. Since the brand name is already established, companies can save on marketing and advertising expenses by promoting the new products within the existing brand umbrella.

3. Consumer Choice and Variety: Line extensions offer consumers a wider range of options within a familiar brand, catering to diverse preferences and needs. This variety can enhance customer satisfaction and loyalty by providing solutions for different usage occasions or preferences.

4. Cross-Selling Opportunities: Line extensions create opportunities for cross-selling and upselling within the same brand ecosystem. Customers who are loyal to one product within the brand may be inclined to try other products under the same brand, leading to increased sales and market share.

5. Risk Mitigation: Introducing line extensions within an established brand reduces the risk associated with launching entirely new brands. Since the brand name is already recognized and trusted by consumers, there is a lower risk of failure compared to introducing a completely new brand into the market.

6. Retailer Relationships: Line extensions can strengthen relationships with retailers by offering a broader assortment of products within the same brand, thereby increasing shelf space and visibility. This can lead to improved distribution and placement opportunities in retail outlets.

Q3. Answer the following

a. List down different types of pricing strategies used by D'mart brand manager to sustain the brand in the market.

Ans: D'mart, a prominent retail chain in India, utilizes various pricing strategies to sustain its brand in the market. Some of the pricing strategies employed by D'mart brand managers include:

1. Everyday Low Pricing (EDLP): D'mart often adopts an EDLP strategy, where it offers consistently low prices on its products without the need for frequent sales or discounts. This strategy helps to attract price-sensitive consumers and build long-term customer loyalty.

2. Bulk Pricing: D'mart offers discounts or special pricing for bulk purchases, encouraging customers to buy in larger quantities. This strategy capitalizes on the consumer's desire for value and savings, particularly for essential items.

3. Promotional Pricing: D'mart utilizes promotional pricing tactics such as limited-time offers, discounts on specific products, or buy-one-get-one (BOGO) deals to drive sales and attract customers. These promotions are often featured in D'mart's weekly or monthly flyers.

4. Value Pricing: D'mart emphasizes the value proposition of its products, offering quality products at affordable prices. By highlighting the value customers receive for their money, D'mart positions itself as a cost-effective shopping destination.

5. Competitive Pricing: D'mart monitors competitor pricing closely and adjusts its prices to remain competitive in the market. This strategy ensures that D'mart's prices are in line with or lower than those of its rivals, attracting price-conscious consumers.

6. Loss Leader Pricing: D'mart may employ loss leader pricing by offering certain products at a price below cost to attract customers into the store. While the company may incur a loss on these products, it aims to increase overall sales by encouraging customers to purchase other items at regular prices.

7. Dynamic Pricing: D'mart may use dynamic pricing strategies, adjusting prices in real-time based on factors such as demand, supply, and competitor pricing. This allows D'mart to optimize its pricing strategy to maximize revenue and profitability.

8. Member/ Loyalty Pricing: D'mart may offer special pricing or discounts to members of its loyalty program, rewarding repeat customers and encouraging them to continue shopping at D'mart stores.

b. Summarize the Brand Asset Valuator (BAV) model in brief.

Ans: The Brand Asset Valuator (BAV) model is a tool developed by global market research firm Young & Rubicam (Y&R) to measure and manage brand equity. It provides a comprehensive framework for assessing the strength and health of a brand across four key dimensions: Differentiation, Relevance, Esteem, and Knowledge. The BAV model helps marketers understand how consumers perceive a brand and identify opportunities to enhance its equity and competitiveness in the marketplace. Here's a detailed explanation of each dimension of the BAV model:

1. Differentiation: Differentiation refers to the distinctiveness and uniqueness of a brand in the minds of consumers. It measures the extent to which a brand stands out from competitors and offers something different and valuable to consumers. Brands with high differentiation are perceived as innovative, original, and relevant to consumers' needs and preferences.

2. Relevance: Relevance assesses the degree to which a brand is personally meaningful and important to consumers. It measures the brand's ability to meet consumers' needs, solve their problems, or fulfill their desires. Brands that are highly relevant resonate with consumers and are seen as relevant to their lifestyles, values, and aspirations.

3. Esteem: Esteem evaluates the level of respect, admiration, and esteem that consumers have for a brand. It reflects the brand's reputation, credibility, and perceived quality in the marketplace. Brands with high esteem are trusted, respected, and admired by consumers, leading to strong brand loyalty and advocacy.

4. Knowledge: Knowledge measures the depth and breadth of consumers' awareness and understanding of a brand. It assesses the brand's visibility, familiarity, and associations in consumers' minds. Brands with high knowledge are well-known and recognized by consumers, and they have clear and positive associations that differentiate them from competitors.

The BAV model uses a combination of quantitative and qualitative research techniques, including surveys, interviews, and focus groups, to collect data on these four dimensions from target consumers. Based on the data analysis, brands are classified into one of four quadrants:

- Leaders: Brands that score high on both Differentiation and Relevance dimensions. These brands are considered market leaders and have strong equity and competitive advantage.

- Challengers: Brands that score high on Differentiation but lower on Relevance. These brands have unique attributes but may struggle to connect with consumers on a personal level.

-Stalwarts: Brands that score high on Relevance but lower on Differentiation. These brands are familiar and relevant to consumers but may lack distinctiveness compared to competitors.

- Laggards: Brands that score low on both Differentiation and Relevance. These brands face significant challenges in the marketplace and may struggle to gain consumer attention and loyalty.

The BAV model provides valuable insights into a brand's strengths, weaknesses, and opportunities for improvement. By understanding how consumers perceive the brand across the four dimensions, marketers can develop targeted strategies to enhance brand equity, drive differentiation, increase relevance, and strengthen consumer esteem and knowledge. Overall, the BAV model serves as a powerful tool for measuring, managing, and optimizing brand assets to drive business success in today's competitive marketplace.

OR

c. Diagrammatically represent the brand product matrix with example.

Ans: A brand-product matrix is a marketing tool used to visualize the relationship between different brands and products offered by a company. It helps in understanding the brand portfolio and product offerings within each brand. Here's a simplified diagrammatic representation of a brand-product matrix:

      | Brand A | Brand B | Brand C |

-------------------------------------

Product 1 |    X    |         |    X    |

Product 2 |         |    X    |         |

Product 3 |    X    |    X    |         |

Product 4 |         |         |    X    |

In this matrix:

- Rows represent different products.

- Columns represent different brands.

- "X" marks indicate which products are associated with each brand.

Example:

Let's consider a fictional company XYZ Corporation that operates in the consumer electronics industry. They have three main brands: "TechPro", "ElectroTech", and "SmartGear", each offering various products:

- Product 1: Smartphones

- Product 2: Tablets

- Product 3: Smartwatches

- Product 4: Headphones

The brand-product matrix for XYZ Corporation could look like this:

      | TechPro | ElectroTech | SmartGear |

-------------------------------------------

Smartphones |    X    |             |    X      |

Tablets           |             |     X        |            |

Smartwatches |    X    |     X       |            |

Headphones   |             |             |     X       |

In this example:

- TechPro offers smartphones and smartwatches.

- ElectroTech offers tablets and smartwatches.

- SmartGear offers smartphones and headphones.

This representation helps XYZ Corporation visualize their product offerings across different brands, allowing them to identify gaps, overlaps, and opportunities for further development or marketing strategies.

d. Differentiate between Brand versus Product

Ans: 

Point	Brand	Product
Definition	A brand encompasses the overall perception and reputation of a product, service, or company. It includes the name, logo, design, and other elements that distinguish it from competitors.	A product is a tangible item or intangible service that satisfies a consumer's need or want. It can be something as simple as a physical object or as complex as a software program.
Identity	A brand represents the emotional and psychological relationship that consumers have with the product or company. It encompasses the feelings, perceptions, and associations that consumers have with the product beyond its functional attributes.	A product is what the company offers to fulfill a specific need or want. It represents the functional aspects and features of what is being sold.
Differentiation	Brands are differentiated based on intangible factors such as reputation, image, values, and emotional connection with consumers.	Products can be differentiated based on their features, quality, price, and other tangible characteristics.
Perception:	Consumers perceive brands based on their overall image, reputation, and the emotional connection they create.	Consumers perceive products based on their tangible attributes and functional benefits.
Value	The value of a brand extends beyond the functional benefits of the product and includes intangible factors such as brand loyalty, trust, and perceived quality.	The value of a product is primarily based on its functional benefits and attributes.
Longevity	Brands have the potential for long-term sustainability and can transcend individual products. A strong brand can outlast specific products and maintain relevance over time.	Products have a limited lifespan and may become obsolete or replaced by newer versions or competitors' offerings.

Q4. Answer the following

a. Reproduce Brand Value Chain model in detail with examples.

ANs: The Brand Value Chain model, developed by Kevin Lane Keller, is a conceptual framework that explains how marketing activities contribute to building and strengthening brand equity. It consists of a series of sequential steps that demonstrate how marketing investments lead to enhanced brand value. Here's a detailed explanation of each step along with examples:

1. Marketing Program Investment:

   - This step involves investing in various marketing activities such as advertising, promotions, sponsorships, and product development.

   - Example: Coca-Cola invests millions of dollars annually in advertising campaigns, sponsorships of major events like the Olympics, and product development to maintain and enhance its brand equity.

2. Customer Mindset:

   - Marketing activities influence customer perceptions, attitudes, and beliefs about the brand.

   - Example: Apple's marketing efforts create a perception of innovation, sleek design, and premium quality among its customers, shaping their mindset about the brand.

3. Brand Performance:

   - Customers evaluate the brand based on its perceived performance and how well it meets their needs and expectations.

   - Example: Nike is associated with high-performance athletic wear that delivers comfort, durability, and style, fulfilling the performance expectations of its customers.

4. Brand Imagery:

   - This step involves creating a strong brand image through associations with certain attributes, symbols, and personalities.

   - Example: Mercedes-Benz portrays an image of luxury, sophistication, and prestige through its association with high-profile events, celebrity endorsements, and sleek advertising campaigns.

5. Consumer Judgments:

   - Customers make judgments and assessments about the brand based on its perceived performance and imagery.

   - Example: When choosing a smartphone, consumers might judge Apple's iPhone as superior in terms of design and user experience compared to other brands based on their perceptions and past experiences.

6. Consumer Feelings:

   - Emotional responses and feelings towards the brand play a crucial role in shaping brand equity.

   - Example: Disney evokes feelings of joy, nostalgia, and happiness among its customers through its magical storytelling, beloved characters, and enchanting theme parks.

7. Brand Resonance:

   - This is the ultimate level of brand equity where customers develop a deep, emotional connection with the brand, leading to loyalty, advocacy, and active engagement.

   - Example: Harley-Davidson enthusiasts not only purchase motorcycles but also participate in Harley-Davidson events, join owner clubs, and proudly display the brand's logo through tattoos and merchandise, demonstrating a strong resonance with the brand.

b. State the various branding challenges and opportunities faced by brand manager for managing brand Zara.

Ans: Zara, as a prominent fashion brand, faces several branding challenges and opportunities that brand managers need to address to maintain and enhance its brand equity. Here are some of the key challenges and opportunities:

Challenges:

1. Fast Fashion Competition: Zara operates in the fast fashion industry, facing intense competition from other fast fashion retailers such as H&M, Forever 21, and Uniqlo. Staying ahead in terms of trend forecasting, production speed, and customer responsiveness is crucial.

2. Brand Consistency: Zara operates globally, which presents challenges in maintaining consistency across its stores and online platforms in terms of branding, customer experience, and product offerings.

3. Sustainability Concerns: There is increasing consumer awareness and demand for sustainable and ethically produced fashion. Zara faces challenges in improving its supply chain practices, reducing environmental impact, and addressing concerns about labor conditions in its manufacturing facilities.

4. Digital Transformation: With the rise of e-commerce and digital technologies, Zara needs to adapt its branding strategies to effectively engage with customers across various digital channels and provide a seamless omnichannel shopping experience.

5. Brand Differentiation: As competition in the fashion industry intensifies, Zara needs to continually innovate and differentiate its brand to stand out in the market and maintain customer loyalty.

Opportunities:

1. Innovation in Design and Production: Zara has the opportunity to leverage its efficient supply chain and production processes to innovate in design, introduce new product lines, and quickly respond to changing fashion trends.

2. Personalization and Customer Engagement: Zara can use data analytics and customer insights to personalize its marketing efforts, enhance customer engagement, and provide personalized shopping experiences both online and offline.

3. Sustainability Initiatives: By investing in sustainable practices and communicating its efforts transparently to consumers, Zara can appeal to environmentally conscious consumers and enhance its brand reputation.

4. Expansion into New Markets: Zara has opportunities for expansion into emerging markets and regions where there is growing demand for fashion retail, as well as diversification into new product categories or segments.

5. Digital Innovation: Embracing digital technologies such as augmented reality, virtual fitting rooms, and mobile apps can enhance the brand's digital presence, improve customer experience, and drive online sales.

OR

c. What are brand elements? Explain the criteria for choosing brand elements.

Ans: Brand elements are the components or identifiers that serve to distinguish one brand from another and help create brand recognition and recall among consumers. These elements play a crucial role in shaping the brand identity and conveying its unique attributes, values, and positioning in the market. Common brand elements include brand names, logos, slogans, symbols, characters, and jingles.

Here's an explanation of the criteria for choosing brand elements:

1. Memorability:

   - Brand elements should be easy to remember and recall by consumers. Memorable brand elements facilitate recognition and aid in brand recall, which is essential for building brand awareness and fostering brand loyalty.

2. Meaningfulness:

   - Brand elements should convey relevant and meaningful associations about the brand's attributes, benefits, and values. They should resonate with the target audience and evoke positive feelings or perceptions about the brand.

3. Likability:

   - Brand elements should be appealing and likable to the target audience. They should elicit positive emotions and attitudes towards the brand, helping to create a favorable impression and strengthen brand affinity.

4. Transferability:

   - Brand elements should be adaptable and transferable across different product lines, markets, and consumer segments. They should have the flexibility to accommodate brand extensions and variations without losing their core identity or meaning.

5. Adaptability:

   - Brand elements should be adaptable to different media channels and formats, including print, digital, and audiovisual platforms. They should be scalable and versatile enough to maintain consistency and visibility across various touchpoints.

6. Protectability:

   - Brand elements should be legally protectable through trademarks, copyrights, or other intellectual property rights. They should be distinctive and unique enough to prevent confusion with competitors' brands and guard against infringement.

7. Ownership:

   - Brand elements should be owned and controlled by the brand itself rather than being borrowed or licensed from third parties. This ensures greater control over brand identity and consistency while minimizing dependency on external entities.

d. A brand is not built and manage domestically but also internationally. In the light of the above statement explain various factors considered for building global customer-based brand equity.

ANs: Building global customer-based brand equity involves creating a strong and positive brand perception among consumers worldwide. This requires careful consideration of various factors to ensure that the brand resonates with diverse audiences across different cultures, regions, and markets. Here are several key factors considered for building global customer-based brand equity:

1. Cultural Sensitivity:

   - Understanding cultural differences and nuances is crucial for global branding success. Brands need to adapt their messaging, imagery, and brand elements to align with the cultural values, norms, and preferences of target audiences in different countries.

2. Consistency:

   - Maintaining consistency in branding elements such as brand name, logo, colors, and messaging across international markets helps build brand recognition and trust. Consistency fosters familiarity and reinforces the brand's identity and values regardless of geographic location.

3. Localization:

   - While consistency is essential, brands also need to localize their marketing efforts to cater to specific market needs and preferences. This may involve adapting product features, packaging, pricing, and promotional strategies to suit local tastes, languages, and regulations.

4. Global Brand Positioning:

   - Developing a clear and compelling brand positioning statement that resonates with consumers worldwide is crucial for global brand equity. Brands should articulate their unique value proposition and differentiation in a way that is relevant and appealing across diverse markets.

5. Communication Channels:

   - Choosing the right communication channels and platforms to reach target audiences effectively in different regions is essential. Brands need to consider cultural differences in media consumption habits and preferences when planning their global marketing campaigns.

6. Brand Associations:

   - Building strong brand associations that transcend cultural boundaries is key to global brand equity. Brands should focus on creating positive emotional connections and meaningful associations with consumers that resonate universally, regardless of cultural or geographical differences.

7. Brand Trust and Reputation:

   - Establishing trust and credibility is vital for global brands to succeed in new markets. Brands need to demonstrate reliability, authenticity, and integrity in their products, services, and interactions with consumers to build and maintain a positive brand reputation worldwide.

8. Adaptability and Agility:

   - Global brands must be adaptable and agile in responding to changing market dynamics, consumer preferences, and competitive landscapes. Flexibility and responsiveness are essential for staying relevant and competitive in the global marketplace.

Q5. a. Write Short Notes on (ANY THREE)

1. Scope of branding 

Ans: The scope of branding encompasses a wide range of activities and considerations aimed at creating and managing a distinctive identity for a product, service, or organization. Branding extends beyond merely designing logos or crafting catchy slogans; it involves shaping perceptions, influencing consumer behavior, and building long-term relationships with customers. Here's a short note outlining the scope of branding:

Branding is a strategic endeavor that encompasses various elements aimed at creating and maintaining a unique and favorable identity for a brand. It involves not only visual elements such as logos, colors, and typography but also extends to the overall brand experience, including product quality, customer service, and communication strategies.

At its core, branding seeks to differentiate a brand from competitors, making it stand out in the minds of consumers. This involves identifying and leveraging the brand's unique attributes, values, and positioning to create a distinctive identity that resonates with target audiences.

The scope of branding encompasses several key areas, including:

1. Brand Strategy: Developing a clear and comprehensive brand strategy that outlines the brand's purpose, values, target audience, and competitive positioning.

2. Brand Identity: Creating visual and verbal elements that represent the brand, including logos, taglines, color schemes, and brand voice.

3. Brand Communication: Developing effective communication strategies to convey the brand's message and values to consumers through various channels, including advertising, public relations, social media, and content marketing.

4. Brand Experience: Ensuring a consistent and positive brand experience across all touchpoints, including product design, packaging, retail environments, and customer service interactions.

5. Brand Extension: Exploring opportunities to extend the brand into new product categories, markets, or customer segments while maintaining brand coherence and relevance.

6. Brand Monitoring and Management: Continuously monitoring and managing the brand's reputation, perception, and performance to identify opportunities for improvement and mitigate potential risks.

2. Types of leveraging.

Ans: 

Leveraging in branding refers to the strategic use of existing brand assets, associations, or resources to create new opportunities or enhance the performance of a brand. There are several types of leveraging in branding, each aimed at leveraging existing brand equity to achieve specific objectives. Here are some common types of leveraging:

1. Brand Extension:

   - Brand extension involves using an existing brand name to introduce new products or services in related or unrelated categories. This leverages the equity and goodwill associated with the parent brand to facilitate the acceptance and adoption of the new offerings.

   - Example: Coca-Cola extending its brand into various categories such as Coca-Cola Zero, Coca-Cola Cherry, and Coca-Cola Vanilla.

2. Co-Branding:

   - Co-branding involves collaboration between two or more brands to create a joint product or service. This allows each brand to leverage the strengths and associations of the other brands, expanding their reach and appeal to consumers.

   - Example: Nike and Apple partnering to create the Nike+iPod Sport Kit, combining Nike's expertise in athletic footwear with Apple's technology in fitness tracking.

3. Ingredient Branding:

   - Ingredient branding involves highlighting a specific ingredient or component within a product as a prominent feature, leveraging its association with quality or performance to enhance the overall brand perception.

   - Example: Intel Inside program, where computer manufacturers prominently feature the Intel logo to indicate the presence of Intel processors in their products.

4. Brand Licensing:

   - Brand licensing involves granting permission to third-party manufacturers or retailers to use the brand name, logo, or other intellectual property in exchange for royalties or licensing fees. This allows the brand to extend its reach into new product categories or markets without directly investing in manufacturing or distribution.

   - Example: Disney licensing its characters and brands to toy manufacturers, apparel companies, and theme park operators.

5. Brand Sponsorship:

   - Brand sponsorship involves sponsoring events, activities, or organizations to associate the brand with certain values, interests, or demographics. This leverages the visibility and goodwill generated by the sponsored entities to enhance the brand's image and relevance.

   - Example: Nike sponsoring professional athletes, sports teams, and major sporting events like the Olympics to reinforce its association with athleticism and performance.

6. Brand Alliances:

   - Brand alliances involve forming partnerships or alliances with other brands or organizations to achieve mutual benefits such as increased visibility, credibility, or market access. This allows brands to leverage each other's strengths and resources to create value for consumers.

   - Example: Starbucks forming alliances with companies like Spotify and Uber to offer music streaming and delivery services to its customers.

3. Brand awareness pyramid. 

Ans:  

The brand awareness pyramid is a model that illustrates the hierarchy of consumer awareness levels regarding a brand. It outlines the stages through which consumers progress as they become increasingly familiar with and knowledgeable about a brand. The pyramid typically consists of four main stages or levels, representing different degrees of brand awareness. Here's an overview of the brand awareness pyramid:

1. Brand Recognition:

   - At the base of the pyramid is brand recognition, which represents the lowest level of awareness. In this stage, consumers can identify or recognize the brand when exposed to its name, logo, or other visual cues. However, their knowledge of the brand may be limited to basic familiarity without deeper associations or understanding.

   - Example: Consumers may recognize the logo of a fast-food chain when driving past one of its locations, but they may not have strong associations with the brand beyond its name and logo.

2. Brand Recall:

   - The next level up is brand recall, where consumers can remember the brand when prompted with a specific product category or need. In this stage, consumers may not actively seek out the brand, but they can recall it from memory when prompted with relevant cues or stimuli.

   - Example: When asked to name examples of sports apparel brands, consumers may recall the name of a well-known brand they have heard of or seen in advertisements, even if they do not actively purchase its products.

3. Top-of-Mind Awareness:

   - Moving up the pyramid is top-of-mind awareness, where the brand is the first to come to consumers' minds when they think about a particular product category or need. Brands that achieve top-of-mind awareness are considered leaders in their respective markets and enjoy a strong competitive advantage.

   - Example: When consumers think of smartphones, a certain brand may immediately come to mind as the first choice due to its strong brand presence, reputation, and marketing efforts.

4. Brand Dominance:

   - At the top of the pyramid is brand dominance, where the brand becomes synonymous with the entire product category or need in consumers' minds. Brands that achieve brand dominance are considered market leaders and enjoy unparalleled brand recognition and influence.

   - Example: The term "cola" is often used interchangeably with a certain brand name, illustrating its dominance in the soft drink category and its association with the entire product category in consumers' minds.

4. Brand architecture.

Ans: Brand architecture refers to the strategic organization and structure of a company's portfolio of brands. It defines the relationships between different brands within the portfolio, guiding how they are positioned, related, and managed. 

Effective brand architecture is crucial for ensuring clarity, coherence, and consistency in brand management and communication strategies. It helps companies optimize their brand portfolio to meet business objectives, enhance brand equity, and drive growth in the marketplace.

There are several common types of brand architecture models, including:

1. Monolithic Brand Architecture: Also known as a branded house, this model involves using a single overarching brand name for all products, services, and subsidiaries. This approach emphasizes the strength and unity of the master brand across all offerings.

2. Endorsed Brand Architecture: In this model, individual product or service brands are endorsed or supported by the overarching corporate brand. While each brand maintains its own identity and positioning, it benefits from the credibility and reputation of the corporate brand.

3. House of Brands: Also known as a freestanding brand architecture, this model involves maintaining separate and distinct brands for different product categories or market segments. Each brand operates independently with its own unique identity and target audience.

4. Hybrid Brand Architecture: This model combines elements of multiple brand architecture approaches to create a customized structure that best fits the company's needs. It may involve using a mix of master brands, endorsed brands, and sub-brands to achieve specific strategic goals.

5. Brand hierarchy.

Ans: 

Brand hierarchy refers to the structured arrangement of brands within a company's portfolio, illustrating the relationships and levels of importance among them. This hierarchical framework guides brand management and marketing strategies, helping companies effectively position and leverage their brands in the marketplace.

At the top of the brand hierarchy is the corporate or master brand, representing the overarching identity of the company. This brand level encompasses the company name, logo, and overarching values, setting the tone and direction for all other brands within the portfolio.

Beneath the corporate brand are family brands, which group related products or services under a common brand name. Family brands share common attributes and values, providing consistency and coherence across the product portfolio.

Individual product or service brands exist beneath family brands, each representing a distinct offering with its own unique identity and value proposition tailored to specific target markets or customer segments.

Sub-brands or product lines may exist within individual product or service brands, representing specific variants, extensions, or versions of the core offering. Sub-brands help expand the reach and appeal of the core brand while addressing diverse consumer needs and preferences.

Finally, at the lowest level of the hierarchy are brand variants or stock-keeping units (SKUs), representing individual product variations, flavors, sizes, or packaging options within a product line or sub-brand.

b. Case Study            (15)

It was a simple, one-line brief: Agar product chatpata ho, toh aapki aankh bandh honi chahiye, varna maza nahi aaya (if the product is tangy, then your eyes should close automatically to relish it, or else it is no fun). That was the lone instruction from Rajiv Kumar, vice chairman of the DS Group, for his R&D team working on the Pass Pass Pulse candy. So far, it has proved to be the only one that matters: Within a year of its launch, Pulse contributed over Rs 150 crore to the DS Group's kitty.

With Pulse, the idea was to bring in some innovation in the hard-boiled candy segment, where changes are typically restricted to newer flavours. At the outset, they had observed that raw mango and mango flavour together constitute about 50 percent of the total candy market in India-of this, almost 26 percent was raw mango. It was clear to them that this was the flavour they wanted to innovate on. "Kaccha aam as a flavour is loved across all age groups and demographic markets. So, the right balance of this raw mango flavour mixed with tanginess gives you a very different feel and that is what has clicked. He also believes the candy market was largely skewed towards children, not so much the youth and adults. They sought to address this gap with Pulse.

Questions

a. Bring out the Customer Based Brand Equity model (CBBE) with regards to Pulse candy brand.

Ans:

 The Customer-Based Brand Equity (CBBE) model, developed by Kevin Lane Keller, identifies the key steps involved in building strong brand equity from the perspective of consumers. Let's apply the CBBE model to the Pulse candy brand:

1. Brand Identity:

   - Pulse candy has a distinctive brand identity centered around its tangy raw mango flavor and unique sensory experience. The instruction from Rajiv Kumar reflects the brand's emphasis on delivering a memorable taste sensation.

2. Brand Meaning:

   - The raw mango flavor of Pulse candy resonates with consumers across various age groups and demographic markets in India. This flavor innovation brings excitement and novelty to the hard-boiled candy segment, making Pulse stand out from traditional offerings.

3. Brand Response:

   - Consumers respond positively to Pulse candy due to its innovative flavor profile and enjoyable sensory experience. The brand's ability to evoke a satisfying reaction, as indicated by the instruction to close the eyes while consuming, enhances its appeal and creates a strong connection with consumers.

4. Brand Resonance:

   - Pulse candy has achieved resonance with its target audience by delivering on its promise of a unique tangy experience. Consumers develop strong emotional attachments to the brand, leading to repeat purchases and loyalty. The brand's rapid success in contributing significant revenue to the DS Group underscores its resonance with consumers.

5. Brand Salience:

   - Pulse candy has high brand salience, meaning it is easily recognized and remembered by consumers. The distinct flavor and sensory experience associated with Pulse make it top-of-mind when consumers crave a tangy treat, driving purchase intent and consumption.

6. Brand Performance & Imagery:

   - The performance of Pulse candy in terms of taste, quality, and innovation aligns with consumer expectations, further enhancing its brand equity. Additionally, the brand's imagery reflects its fun and adventurous personality, appealing to both children and adults seeking a flavorful snack.

7. Brand Judgment & Feelings:

   - Consumers judge Pulse candy positively based on its unique flavor proposition and enjoyable taste experience. The brand elicits positive feelings of excitement, satisfaction, and nostalgia, contributing to strong brand affinity and preference.

b. State the point of parity and point of difference through the brand Pulse.

Ans: 

Point of Parity (POP):

- Pass Pass Pulse candy shares certain points of parity with other hard-boiled candies in the market. These may include factors such as sweetness, texture, packaging format, and availability in various flavors.

- For example, like other hard-boiled candies, Pulse candy may have a similar texture and packaging format, making it easily recognizable and accessible to consumers familiar with this category of confectionery products.

Point of Difference (POD):

- The unique selling proposition (USP) of Pass Pass Pulse candy lies in its tangy raw mango flavor combined with an intense sensation that prompts consumers to close their eyes to relish the taste fully. This sensory experience sets Pulse apart from other hard-boiled candies in the market.

- Unlike traditional candies that focus on sweetness or conventional flavors, Pulse candy offers a distinctive taste profile that appeals to consumers seeking a bold and adventurous flavor experience.

- Additionally, Pulse candy's innovative approach to flavor and sensory stimulation positions it as a refreshing and exciting option in the hard-boiled candy segment, catering to a broader audience beyond just children.