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Brand Management(Mktg 545) Question Paper
Brand Management(Mktg 545)
Course:Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2010
TIME : 3 HOURS
INSTRUCTIONS Answer Question ONE and any other THREE Questions
Question 1
ZAIN KENYA FACES ANOTHER NAME CHANGE IN BHARTI BUOYOUT BID
Zain Kenya faces another disruptive rebranding phase should a $9 billion deal be sealed in a month’s time with indications that it will start trading as Airtel, the brand preferred by the incoming owner.
The Kenya operation’s Kuwaiti parent company, Zain Group, is currently considering a bid from Bharti Airtel that will possibly see its African operations snapped up by the Indian conglomerate controlled by billionaire Sunil Mittal. Bharti trades as Airtel in India, Sri Lanka and Bangladesh.
Local marketing analysts are already mulling the implications of the possible fourth name change for consumers, coming just 17 months after the high profile launch of brand Zain.
“Brands are very emotive, Zain has taken us through quite a few changes. Although the Kenyan public has remained loyal to the brand over the years, I would anticipate marginal subscriber losses once they make the change”, said Fred Simiyu, the chairman of the marketing society of Kenya.
The company’s most recent rebranding exercise was a lavish affair, presided over by President Kibaki, with the brand unveiled simultaneously across Zain’s 14 African markets using a live satellite link-up in August, 2008.
The launch coincided with the announcement that Zain would commit to a shs. 25 billion and Africa-wide celebrations and culminated in a live concert for 40,000 people by Grammy award winner Wyclef Jean in Uganda.
Rebranding is a costly affair. Industry estimates place the cost of the 2008 Zain rebranding exercise at around $28 million.
When the same company was making the transformation from Kencell to Celtel in 2004, the exercise was estimated to have cost $30 million.
In September last year, Zain was voted first among the top 15 brands in East and Central Africa in an industry survey.
a) In your view as a brand management guru, would you advise the new investor to change the name to Airtel or Bharti? What are the benefits and danger of such a move? (15marks) b) Advise the new investors (Bharti) the strategies they can use to create/achieve brand awareness for their ‘new brand’ (10marks)
c) Bharti intends to conduct a strategic brand analysis to enable to formulate better strategies. Describe the areas to focus on when conducting a strategic brand analysis (5marks) Question 2 a) Using the loyalty pyramid, discuss the various levels of brand loyalty among consumers (10marks) b) Using examples, discuss the strategies used by various firms in Kenya to maintain and enhance brand loyalty. (10marks)
Question 3
a) Many brands fail before their fifth year. Discuss the causes of brand failure. Cite examples (12marks)
b) Discuss the strategies that a brand manager can use to revitalize a brand (13marks)
Question 4
a) Using specific examples, discuss the concept of brand personality (15marks)
b) Brand managers must make a decision on the number of brands to carry introduce in their brand portfolio. Discuss the various questions that a brand manager must address before introducing a new brand in its portfolio. (10marks)
Question 5
a) Distinguish between share of the mind, share of the heart and share of the market: as used in branding (6marks)
b) Describe the value of perceived quality to a firm (8marks)
c) Discuss the various types of brand associations that a marketer can use. (12marks)
Question 6
Due to increased competition both locally and globally, combined with complex nature of the modern consumer. Branding is the only solution for marketers. Using examples, discuss this statement. (25marks)
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