Get premium membership and access revision papers, questions with answers as well as video lessons.

Cmk 412: Brand Management Question Paper

Cmk 412: Brand Management

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 412: BRAND MANAGEMENT
Duration 2 hrs
Instructions: Answer Questions ONE and any other TWO questions.
Q1.
a) What is the purpose of branding from:
i. The customer’s point of view? (5 marks)
ii. The manufacturer’s point of view? (5 marks)
b) Explain the steps involved in brand positioning. (10 marks)
c) Using suitable examples discuss five advantages and disadvantages of brand extension. (10 marks)
Q2. Discuss the challenges facing the implementation of brand Kenya strategy. (20 marks)
Q3. Describe the criteria for choosing brand elements to build brand equity. (20 marks)
Q4. Using relevant examples explain five factors that contribute to the failure of a brand in a market place. (20 marks)
*END*

Cmk 412: Brand Management Question Paper

More Question Papers

Popular Exams

Mid Term Exams

End Term 1 Exams

End Term 3 Exams

Opener Exams

Full Set Exams