C/D TILAK MAHARASHTRA VIDYAPEETH, PUNE MASTER OF COMMERCE (M.COM. - 60:40 PATTERN) EXAMINATION : DECEMBER - 2016 FOURTH SEMESTER Sub: Management (MCM -404/MCM -411)

Date: 28/12/2016 Marks: 60 Time: 2.00 pm to 4.30 pm

Instructions: 1) All questions are compulsory. 2) Figures to the right indicate full marks.

Q.1 Answer the following questions. (Attempt any two) (32)

1. Discuss the vital functions of the Brand Manager. 2. Explain in brief the Kevin Keller's Brand Resonance Pyramid with the help of neat diagram. 3. Elaborate the David Asker's Model of Brand Personality with the help of few examples. 4. Elaborate the benefits of Strong Brand to Marketers and Consumers.

Q.2 Answer the following. (Attempt any one) (08)

1. Explain in brief the ‘Brand Positioning Process.’ 2. What do you mean by Secondary associations for the Brand? Explain with the help of suitable examples. 3. Explain in brief the merits and demerits of Brand Extension.

Q.3 Write short notes. (Attempt any two) (10)

1. Types of Labels 2. Essentials of a good brand name 3. Brand Vitality 4. Key factors for successful retail branding

Q.4 Select the Correct Alternatives. (Attempt Any Ten) (10) 1. Brand ------is where the brand is used for a diverse range of products , not

necessarily connected. a) Penetration b) Stretching

c) Contraction d) None of the above 2. Family branding is also called as ------branding. a) Free standing b) Individual c) Umbrella d) Multi

Brand Management (MCM - 404/MCM-411) AE/ III 1/2

3. ------talks about the benefits that a brand offers to its customers. a) Value disposition b) Value Preparation

c) Value Proposition d) Value Creation 4. Brand ------is nothing but personification of Brand. a) Personality b) Loyalty

c) Salience d) Performance 5. The additional money that consumers are willing to spend to buy Coca Cola rather than

any other economical soft drink brand is an example of ------. a) Brand Personality b) Brand Equity

c) Brand Relativity d) Brand Positioning 6. Brand awareness includes both brand recognition as well as ------a) Brand rejection b) Brand recall

c) Brand position d) Brand strength 7. ------is an example of Service Brand. a) HP Laptops b) Apple Smartphone

c) Hotel Taj-Blue Diamond d) Mercedes Benz 8. Proctor and Gamble markets the like , Vicks, , , Head and Shoulders

etc. The company is adopting the strategy of ------a) Individual Branding b) Co -branding

c) Family Branding d) Non -branding 9. Brand ------is characterized by strong connections between the consumer & the brand. a) Awareness b) Identity

c) Resonance d) None 10. The ‘Shoppers Stop‘comes under the category of ------brand. a) Retail b) Finance c) Product d) Industrial

11. The art of creating and maintaining a brand is called Brand ------. a) Monitoring b) Measurement

c) Management d)Evaluation 12. Brand ------is the tendency of consumers to continuously purchase the same

brand. a) Conformity b) Loyalty

c) Selectivity d) None of the above ------

Brand Management (MCM - 404/MCM-411) AE/ III 2/2