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Brand
Management
Dec
2025 Examination
Q1.
A well-established national beverage brand has recently experienced a decline
in market share due to the entry of innovative competitors and changing
consumer preferences toward healthier options. The brand manager is tasked with
reversing this trend and restoring the brand’s leadership position. The company
has a strong legacy, but its current marketing programs and brand positioning
are perceived as outdated. The manager must develop a comprehensive plan that
leverages the four steps of the strategic brand management process to address
these challenges and ensure long-term brand equity. Based on the scenario, how
should the brand manager apply the strategic brand management process to
revitalize the brand and regain market share in the face of new competitors and
shifting consumer preferences? (10 Marks)
Q2.
A technology firm is preparing to launch a new wearable device and is
considering partnerships with a popular fitness influencer and a leading sports
apparel brand to boost credibility and awareness. The company’s existing brand
portfolio includes both premium and mass-market products. Some executives are
concerned that these secondary associations may create confusion or dilute the
brand’s positioning. The brand manager must evaluate the strategic fit and
long-term implications of these partnerships. Evaluate the effectiveness of
leveraging secondary brand associations, such as celebrity endorsements and
co-branding, in building brand equity for a new product launch. Critically
assess the potential benefits and drawbacks of these strategies in the context
of the company’s existing brand portfolio, and recommend how the brand manager
should proceed to maximize long-term value. (10 Marks)
Q3(A).
A premium beverage brand with a strong reputation for quality and exclusivity
is considering extending its brand into the functional food market, such as
health bars and supplements. While the opportunity is attractive, there are
concerns about diluting the parent brand’s equity and whether consumers will
accept the brand in a new category. The company seeks a strategic approach to
brand extension that balances innovation with brand integrity. Design a
holistic brand extension strategy for a premium beverage brand seeking to enter
the functional food market. Address how you would evaluate extension
opportunities, manage risks to parent brand equity, and ensure consumer
acceptance of the new product category. (5 Marks)
Q3(B).
A leading sports apparel brand, renowned for its strong identity and loyal
customer base, is considering launching a line of wearable fitness technology.
The management is aware of both the opportunities and risks associated with
brand extensions, especially into a new product category. They want a strategy
that capitalizes on their brand’s strengths while protecting its core image and
equity. Propose an innovative brand extension strategy for a well-established
sports apparel brand aiming to enter the wearable technology market. How would
you ensure the new product leverages existing brand equity while minimizing
risks to the parent brand? (5 Marks)
Dear students, get fully
solved assignments by professionals
Do send your query at :
or call us at :
08263069601
(Plagiarism proofed
assignments available with 100% surety and refund)
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