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Mktg 324: Brand Management 2008/2009 Academic Year Question Paper

Mktg 324: Brand Management 2008/2009 Academic Year

Course:Brand Management

Institution: Kabarak University question papers

Exam Year:2008

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 324
COURSE TITLE: BRAND MANAGEMENT
STREAM: Y3S2
DAY: WEDNESDAY
TIME: 2.00 – 4.00 P.M.
DATE: 18/03/2009
INSTRUCTIONS:
1. Answer questions ONE and any other TWO questions.
QUESTION ONE
a) The power of a brand is confined in the minds of consumers and how it changes
their response to marketing. Discuss the approach used to measure brand equity.
(4mks)
b) As a brand manager of a popular Fast Moving Consumer Goods (FMCG) in East
Africa, discuss the purpose of Brand Audit and the steps in Brand Audit.
(8mks)
c) You have been invited by the school of business of Tulia University to speak on
the subject BRANDING. Discuss six benefits of Branding. (6mks)
d) Discuss how to design a Holistic marketing activities. (12mks)
QUESTION TWO
Discuss FOUR differentiation strategies used in Branding. (20mks)
QUESTION THREE
a) Discuss the factors that shape a brand during growth of a brand. (12mks)
b) Explain the difference between Brand Extension and Brand Portfolio.
(8mks)
QUESTION FOUR
a) Discuss major packaging consideration (10mks)
b) Explain the functions of labeling (10mks)
QUESTION FIVE
a) Explain the category membership in crafting a brand position. (12mks)
b) Discuss when pure “re-invention is preferred to pure “back to the basic” during
brand reinforcement (8mks)

Mktg 324: Brand Management 2008/2009 Academic Year Question Paper

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