PRODUCT & BRAND MANAGEMENT

SECTION - A

1. Is there any relationship between brand personality and human personalty if so comment
briefly & what may be the consequences?
Ans- In the current competitive business environment, all companies look for strategies and tools
to stabilize in this competition and bring about their growth and enhancement. Organizations
have to align themselves as fast as possible with such permanent changes in order to maintain
their survival. Brand Personality is one of the helpful tools that organizations employ to retain
their current customers, attract new ones, and achieve competitive advantage. Brand personality
is also a potential marketing strategy to increase customers loyalty towards a brand. Many
customers choose products with a brand that is suitable to their personality. This is true about
mobile phone customers, as well. The purpose of this study is to explore the relationship between
Brand Personality and Customer Loyalty. To this end, variables such as sincerity, excitement,
competence, sophistication, and ruggedness were tested as dimensions of brand personality and
formed of the research hypotheses. The statistical population included all customers of Samsung
Mobile Phone and a random sampling method was used. The required data related to theoretical
principles were collected using a historical study such as books and academic journals and the
data required to analyse and test the hypotheses were collected through a researcher self-made
questionnaire. The obtained results revealed that there is a significant relationship among brand
personality dimensions and customer loyalty.

2 A Brand extension is the common phenomenon in the brand market, Illustrate the
need for brand extension?
Ans.
Brand Extension is the use of an established brand name in new product categories. This new
category to which the brand is extended can be related or unrelated to the existing product
categories. A renowned/successful brand helps an organization to launch products in new
categories more easily. For instance, Nikes brand core product is shoes. But it is now extended
to sunglasses, soccer balls, basketballs, and golf equipments. An existing brand that gives rise to
a brand extension is referred to as parent brand. If the customers of the new business have values
and aspirations synchronizing/matching those of the core business, and if these values and
aspirations are embodied in the brand, it is likely to be accepted by customers in the new
business.
Extending a brand outside its core product category can be beneficial in a sense that it helps
evaluating product category opportunities, identifies resource requirements, lowers risk, and
measures brands relevance and appeal.
Brand extension may be successful or unsuccessful.
Instances where brand extension has been a success are-
Wipro which was originally into computers has extended into shampoo, powder, and soap.
Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a slab of chocolate.
Instances where brand extension has been a failure are-

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In case of new Coke, Coca Cola has forgotten what the core brand was meant to stand for. It
thought that taste was the only factor that consumer cared about. It was wrong. The time and
money spent on research on new Coca Cola could not evaluate the deep emotional attachment to
the original Coca- Cola.
Rasna Ltd. - Is among the famous soft drink companies in India. But when it tried to move away
from its niche, it hasnt had much success. When it experimented with fizzy fruit
drink Oranjolt, the brand bombed even before it could take off. Oranjolt was a fruit drink in
which carbonates were used as preservative. It didnt work out because it was out of
synchronization with retail practices. Oranjolt need to be refrigerated and it also faced quality
problems. It has a shelf life of three-four weeks, while other soft- drinks assured life of five
months.
Advantages of Brand Extension
Brand Extension has following advantages:
It makes acceptance of new product easy.
It increases brand image.
The risk perceived by the customers reduces.
The likelihood of gaining distribution and trial increases. An established brand name increases
consumer interest and willingness to try new product having the established brand name.
The efficiency of promotional expenditure increases. Advertising, selling and promotional costs
are reduced. There are economies of scale as advertising for core brand and its extension
reinforces each other.
Cost of developing new brand is saved.
Consumers can now seek for a variety.
There are packaging and labeling efficiencies.
The expense of introductory and follow up marketing programs is reduced.

There are feedback benefits to the parent brand and the organization.
The image of parent brand is enhanced.
It revives the brand.
It allows subsequent extension.
Brand meaning is clarified.
It increases market coverage as it brings new customers into brand franchise.
Customers associate original/core brand to new product, hence they also have quality
associations.
Disadvantages of Brand Extension
Brand extension in unrelated markets may lead to loss of reliability if a brand name is extended
too far. An organization must research the product categories in which the established brand
name will work.
There is a risk that the new product may generate implications that damage the image of the
core/original brand.
There are chances of less awareness and trial because the management may not provide enough
investment for the introduction of new product assuming that the spin-off effects from the
original brand name will compensate.
If the brand extensions have no advantage over competitive brands in the new category, then it
will fail.

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According to Marcel Bottom, to be successful, there is a need of image synergy which he
explained by the fact that the own quality of the existing brand products has to fit with the
extensions one. Indeed, he took the example of Danone to make us understand his argument.
He said that if Danone starts making chocolate desserts, the image of the new product will be
build at the expense of Danones former products because they have the same position on the
market. He took the example of Yamaha as well. He said that this brand is positioned in the
pianos market and in the motorcycles one as well. These areas have no common link, each
product has a territory. This way they cannot compete with each other because the customer can
easily avoid mixing up the products characteristics. Thus, it can be considered that M. Botton is
talking about the phenomenon of cannibalization. Taylor (2004, p25) states that it occurs when
the range extensions are lacking of differentiation versus the existing products. As a
consequence, the customer has difficulties to make a clear split in his mind between the existing
products field of the brand and the extensions one. Thus, the sales of the extension can increase
at the expense of the brand existing products. Aaker is talking about this danger as well in his
book which named Brand portfolio Strategy. Indeed he states that an extension being launched in
a close market to the existing brands products can cannibalize the brands sales. It means that
the extensions sales are growing but those of the existing brands products can slow down and
even decrease. According to this interview, it can be stressed that the theory and the empirical
data have similarities. Thus, brand extension seems to be a good alternative to brand creation.
However, like every strategy, some precautions have to be taken by a company willing to use
brand extension. We can quote the fact that marketers need to inquire to measure if with the
extension the company will bring added values in the market compared to competitors to avoid
long term brand spoiling. The company has also to take care not making too many extensions to
avoid weakening the brand capital. But the first step is to have a strong brand because the
customer will easily be attracted by an extension if he already knows the brand and make good
associations with it. Indeed, the brand is a guarantee for the customer and if he trusts its ability to
deliver its promise, he will apply this judgement to the extension and then buy it.

3. "Positioning the image of brand in the mind of customers is an art." Do you agree with the
statement? Discuss with examples how would you differentiate it with relaunch of brand?
Ans-
The first step in positioning a brand is in-depth research. The research should provide you with
the following:
Profound consumer insight
A thorough knowledge of the competitive set
An understanding of consumer benefits (by segment)
You should identify functional, emotional, experiential and self-expressive consumer benefits.
Of those benefits, you should understand which cost of entry benefits are and which
differentiating benefits. are
In-depth qualitative research, including laddering, projective and ethnographic techniques may
be required to achieve the desired insight.
Some would argue that a brand could and should only own one key benefit in the consumers
mind (Al Reis) while others would claim that creating the right mix of unique brand benefits
creates a more powerful marketplace position (Martin Calls Brand Dimensioning.
Regardless, the ideal benefit to claim has the following three qualities:
(1) it is extremely important to the target consumer,

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 (2) your organization is uniquely suited to delivering it and
(3) Competitors are not adequately addressing it.

We believe there are four key components to brand positioning:

Target customer the primary audience to whom the brand is designed to appeal
Brand essence the heart and soul of the brand
Brand promise a promise of relevant differentiating benefits
Brand personality adjectives that describe the brand as if it were a person
Together, these components define the brand. They are codified in a simple format that provides
direction not only for marketing communication and the brand identity standards and systems,
but also for all of the organizations activities.

Some people would say that the best a corporate brand might hope to own is the leadership
position in an industry. The brand promise would read as follows: [Company] is the quality,
innovation leader in the [industry.] I believe that is a very weak brand positioning. The
strongest corporate brands own something more than that in consumers minds. For instance,
Disney owns fun family entertainment while Nike owns authentic athletic performance.
Nicor owns unconditional primal warmth while Hallmark owns caring shared.
The Blake Project uses the following brand promise form: Only [brand] delivers [benefit] to
[target consumer] in an [era] of. This form is simple but powerful in its economy.
A powerful brand position should be:
Believable, understandable, unique and compelling
Aspirationally attainable
Admirable and endearing
Difficult to emulate
Timeless and enduring
Extendable

4. Explain briefly the process of brand re-launch? what are strategies used by the
marketer to re-launch his brand in the market? Define target market?what is the role of
marketer he has to play in positioning the brand in the minds of customer?
Ans.
Re-launching a brand means thinking beyond a new design or a new name. It means, going
deeper.
Many a time in marketing, there comes a stage in the life of a brand when it needs to be re-
worked and relaunched to take it to a different level. This happens not only for brands which
may not be doing well but also for brands that are doing well but would like to do better. Brands
go through various stages of evolution in their life and often may need to be restructured and
repositioned, revitalised or rejuvenated to improve their sales and market share and profits.
Before getting into the methodologies and ways of launching a new brand (or Brand
Relauncing), it is important to define the objectives for the relaunch. Some commonly used
objectives are:
Is the objective to rejuvenate the brand as a contemporary one, as it is being perceived as dated
and traditional?
Is the objective to relaunch a brand that has failed due to an inappropriate marketing mix?
Is the objective to relaunch the brand and reposition it for faster growth and market share?

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WAYS IN WHICH BRANDS CAN BE RELAUNCHED
The first is to keep all elements of the mix the same but reposition the brand in the minds and
hearts of customers.
Thus, nothing is done to the product, the pricing or the distribution but the communication and
the entire repositioning exercise changes the perceived value of the brand. The elements used
would be in the area of the communication mix including the packaging. This approach is
usually followed when consumers have accepted the product, found it affordable and available
but do not want to use it because they feel it does not match their needs or aspirations, keeping
the psychographics in mind.
Another method to relaunch the brand is to change the channel and distribution strategy. Other
elements may be working but the distribution channel may be ineffective due to the choice of in-
appropriate outlets or even ineffective trade margins and marketing strategy. This can be linked
with the sales effort, sales organisation and structure.
This happens in cases where the product is accepted, its awareness is high but it is not available.
There is, therefore, wastage of advertising money.
In this case, revamping the distribution structure becomes necessary.
The third way to relaunch a brand would be to revamp every element of the marketing mix
including the brand name, the product ingredients and pricing, and bring it out with a new price
and bring it out as a new avatar.
Brand Relauncing is a normal exercise but should be dealt with cautiously. If the brand is doing
well because its positioning, distribution and pricing are accepted and it is growing as per the
desired objectives, then it is recommended not to tamper with something which is working.
Finally, it is important to say that while brand relauncing is implimented, the main objective
should be to bring it to a better level in terms of sales, market share and profit than what its
current position reflects.
Strategies

Good & valid reason why

Can only handle X number of new customers every Y months
Sequence
Launch
Pull it off the market - root domain has SOLD OUT message with an optin box
Small re-launch, driving other traffic through your launch sequence again, bypassing root
domain

Have 2 marketing sequences

Product Launch Formula
Regular sales sequence
Optin + autoresponder followup
A few weeks after launch ends, quietly replace SOLD OUT page with regular sales sequence &
drive traffic from other sources...
...or, keep SOLD OUT page up and drive traffic through regular sales sequence

Rebranding can be categorised to include one or a combination of all the items listed:

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a) New brand name

b) Brand identity, brand logo, trademark, tagline or slogans

c) Graphics, brand imagery, online presence i.e. website, Facebook pages etc.

d) Company or product livery, uniforms, stationery, digital presentations

e) Packaging

f) Product displays, exhibition stands, signage & wayfinding systems

g) Exterior and interior design

h) Advertising, on and offline

i) Movies, video and show reels

j) New product launches, differentiations, extensions or enhancements

k) A change in brand profile, values, mission, goals, story, message, promise, offerings,
personality, emotion, behaviours, tone of voice, culture, brand experience, customer care and so
forth

l) Potential change in target market, brand positioning, brand architecture

and more

Whats Involved in the Rebrand Process?

When considering a rebrand you typically need to include:

1. Rebrand planning, a brand audit, research and recommendations

2. Application design for all touch points

3. Brand implementation, launch and rollout

4. External communications of rebrand to all relevant stakeholders; customers, media and

shareholders

5. Measure of impact and commercial return

The role marketer play in positioning the brand in the mind of the customer is that they has to
make the customer beleive on their product or to set the mind of the customer toward their
product that their product is only best product and then the customer will only buy the products

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of that brand only. Positioning is something to set the mind of customer towards a particular
brand.

5. What do you understand by brand management? Is the scenario changed with the recent
developments in the market? Explain with example related to recent turns in the market?
Ans-
Brand management begins with having a thorough knowledge of the term brand. It includes
developing a promise, making that promise and maintaining it. It means defining the brand,
positioning the brand, and delivering the brand. Brand management is nothing but an art of
creating and sustaining the brand. Branding makes customers committed to your business. A
strong brand differentiates your products from the competitors. It gives a quality image to your
business.

Brand management includes managing the tangible and intangible characteristics of brand. In
case of product brands, the tangibles include the product itself, price, packaging, etc. While in
case of service brands, the tangibles include the customers experience. The intangibles include
emotional connections with the product / service.

Branding is assembling of various marketing mix medium into a whole so as to give you an
identity. It is nothing but capturing your customers mind with your brand name. It gives an
image of an experienced, huge and reliable business.
It is all about capturing the niche market for your product / service and about creating a
confidence in the current and prospective customers minds that you are the unique solution to
their problem.
The aim of branding is to convey brand message vividly, create customer loyalty, persuade the
buyer for the product, and establish an emotional connectivity with the customers. Branding
forms customer perceptions about the product. It should raise customer expectations about the
product. The primary aim of branding is to create differentiation.

Strong brands reduce customers perceived monetary, social and safety risks in buying
goods/services. The customers can better imagine the intangible goods with the help of brand
name. Strong brand organizations have a high market share. The brand should be given good
support so that it can sustain itself in long run. It is essential to manage all brands and build
brand equity over a period of time. Here comes importance and usefulness of brand management.
Brand management helps in building a corporate image. A brand manager has to oversee overall
brand performance. A successful brand can only be created if the brand management system is
competent.

A segment which rides on distinct strategy in comparison to the urban market, hence this
uniqueness has given rise to market rural specific products .Companies are now experimenting
with product stock keeping units (SKU), communication strategies to grab a share in the
consumer's wallet.

Presence of giant marketers like HUL,Hero MotoCorp, Palmolive, LIC is very popular in Melas,
Haats organised in villages. These are opportunities to build relations with the users and deliver

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value. Cholayil makers of Medimix soaps used Van demonstrations to pave its way in the rural
markets.

It is a class of consumers wherein the appeal of an advertisement is minimal, but the value
derived from a product is a factor triggering repeat purchases. However this trend has now begun
to change due to the thinning line between rural and urban media.

The rural market in a sense is a value conscious market and not a price conscious market
.Recently Mr Nitin Paranjpe, CEO and MD HUL was surprised to find a bottle of Comfort fabric
conditioner in a home in a village. To assure himself that the consumer hasn't mistakenly
identified the product, Mr Paranjpe approached the lady. The lady assured him saying she is
aware about the use of the product and likes the fragrance the fabric conditioner leaves behind on
the clothes. A bottle of Comfort conditioner cost Rs 100 for an 800ml bottle which is not cheap.
This evidently states two facts:

Consumers don't mind paying unless utility is justified and consumers changes are now evolving,
they are becoming aware of products like their urban counterparts.

Rural users are now experimenting with Ready to cook meals (RTC), Deodorants and Fairness
creams. A category like fairness creams is growing at the rate of 40% with maximum male users
however the RTC meals are growing at 10% which shows acceptance to change. Categories
perceived to be urban-centric but where rural growth is outstripping urban include instant
noodles, juices, sanitary napkins and milk foods.Automotives have also seen a trajectory growth
phase. Maruti Suzuki sold about 2,00,000 cars in 2011.

Further if consumers are encouraged to use a product in smaller quantities it does influence them,
since the mindset of the customer is tamed to think 'a little can yield more' and ultimately the
product will last longer.

Consumers in rural areas cannot afford to go wrong in the purchases they make however small it
be, hence a lot of thinking goes into purchases unlike the urban market where impulse purchases
are rampant and so in a way consumer loyalty is more in a rural market due to limited brands
asking the consumers attention.

Further these rural consumers buy smaller quantities of products which has encouraged
companies like Cavinkare, HUL, Parle, PepsiCo and Dabur to sell products in smaller packs and
hence proving the saying 'Big things in come in small packages'. Smaller SKU's have contributed
to over 40% of sales in the consumer products category

Companies marketing to rural markets try to reduce the packaging costs, since it's a value driven
market. While on the other end urban consumers relate packaging to quality which makes
marketers pump in extra money. However due to the low literacy levels in this segment, masses
here have their own nomenclature to identify products. A lifebuoy soap in rural markets is
referred as the 'Red Soap' since it is packed in a red colour material.

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Also an extension to the literacy problem, is counterfeit branding, these are like me too products
which eat away a brands market share, since consumers in villages rarely identify a product by
its logo or name such practices exist. Retailers on the other hand stock these products for the
high margins they receive. A major drawback of counterfeit branding is it can lead to a negative
opinion about the original brand

Companies have a separate sales force for the rural activities; gaining rural market share is time
consuming in a way since companies have to build a relationship with the retailers so he
willingly agrees to stock the product and further acts as a opinion leader for his village mates to
drive sales. Godrej Consumer Private Limited (GCPL) is counting on word-of-mouth brand
building for its Expert line of hair colour products, for this purpose it is reaching out to 50,000
barbers in nine states, asking them to engage in a co-branding activity. Since people generally
turn to their barbers for advice on hair products.The barbers are provided with grooming kits
including hair dye, mixing bowl and brush, and other GCPL products such as talcum powder and
shaving cream.

Rural Consumers generally look for products with multiple uses; companies should bear this in
mind to introduce products in these markets. Dettol in rural markets is used for multitude of
reasons from washing clothes to treating wounds and gargling.

As the urban markets get saturated, margins are exploited, raw material prices scale upwards;
Companies are left with very few elements to compete on. Here is when the rural markets act as
a saviour, gives them opportunities to understand the Real India and knit strategies of success. It
is about understanding the rural mindset not the market.

6. Explain how the branding will help organisation in

(1) Retail Sector
(2) Hospitality Sector

Ans- retail sector- Retail marketing is in a state of flux. Changing consumer behaviour, driven by
ever-more sophisticated technology, has transformed the way we receive messages about retail
and make purchases from our favourite brands into something almost unrecognisable from the
shopping experience that we all grew up with.

But this is nothing new in fact Ive written a number of pieces on this topic already so I
wont bore you with any more detailed explanations of the causes, rhymes or reasons.

The key fact to remember is that regardless of future technological changes, trends or consumer
behaviour, the brands that succeed will always be the ones which keep their consumers front of
mind.

What this means is that as marketers we have to focus on the customer experience. The customer
comes first and the way to keep a customer happy is to make their journey and experience as
easy, painless and, dare I say it, fun, as possible.

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So what I thought Id do is highlight a few cool and innovative techniques that really add to the
customer experience. Who knows, they may provide you with a little inspiration.

Physical social proofing

Most marketers understand the importance of social proofing and have done for a while. In the
modern media landscape, recommendations and reviews are powerful factors in converting a
lead into a sale. But how do you incorporate them into the customer journey or, more
specifically, a physical store?

How about including online reviews in your physical POS? Facebook Likes next to products?
Most Pinned signs next to the most popular products? You could even include screens showing
the live product pages to prove youre not making it up. How about enabling people to browse
reviews while holding the product in their hand?

Its much easier to gather reviews online than in store so it makes sense to use the online reviews
in a physical location.

Mobile

Retail Mobiles will be more and more involved with the physical shopping experience app to let
shoppers skip checkout lines

Convenience and speed is something physical stores have over their online counterparts. Popping
to the local shops for a few items can be considerably easier than ordering online and having to
wait for it to be delivered especially if the need is urgent. However, queuing and crowds are a
turn off so removing these pain points will benefit the customers experience immensely.

How about developing an app which allows shoppers to browse, scan and buy products on their
phones in store. Skipping queues and reducing the amount of time customers have to spend in
store.

Crowd source suggestions for new products or selections

This is an idea which encourages customers to be more engaged and play a greater role in the
products you offer. Not only do they get to tell you what they want but it also ensures they know
youre selling that particular product and feel responsible for you having that product
heightening their likelihood to purchase as they feel engaged and involved.

Crowd sourcing isnt half as difficult as it may seem. It can be as simple as asking for peoples
opinions on social media, hosting a competition or handing out surveys. Just remember to
publicise the final results so your customers can take the credit and reap the benefits.

Interact on social

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Hold your horses, dont worry, Im not about to suggest use social media as one of my
innovative strategies. Social media isnt exactly revolutionary any more. Pretty much every
brand has a presence (if yours doesnt then take this as a prompt to go and create one), but not all
brands are doing it in the most optimal manner.

To get the most benefit you need to engage, respond, and interact on other peoples terms not
just your own. This means dont just talk about yourself in the channels you own. Simply owning
a page and throwing out marketing wont get anywhere near the traction, nor bear as much fruit
as creating meaningful relationships through interactions and dialogue.

Organise group offers on social media

If you have a decent social media presence (decent being dependent on the size of your
business and the volume of social engagement you receive) you may wish to use it as a platform
to share discounts. If you make it so that you have to follow your account to be used itll widen
your reach as people share your page with people they think will be interested and if theyre
interested in what you have to offer than theyre potentially valuable customers.

Understand the customer in order to improve the customer experience

As weve explored, any way you can improve the customer experience will prove beneficial for
your business and any one of the above strategies will do exactly that. However, there is one
piece of the jigsaw missing the knowledge of your customers that enables you to tailor your
efforts to suit them.

So whether thats demographic insights, segmentation, customer profiling or online intelligence

its critical that you know a lot about your customers their desires, wants and habits.

b.) hospitality sector- n the competitive hospitality industry, setting your company apart is
crucial to establishing a firm customer base. This is true of small, independently owned hotels as
well as national chains. You can position your hotel, motel, or bed-and-breakfast for success
when you brand everyday and luxury items so that customers remember you the next time they
need to book a reservation. By making smart choices about item type, branding method, and
monetary expenditures, you can find a branding strategy that makes your hospitality company
memorable.

Boosting Customer Loyalty with Branded Items

The purpose of branding is to help ensure customers will return again, and even recommend your
business to others. Traditional branding options include pillow mints, tea, and travel toiletries.
You can also brand special items designed for your guests to enjoy long after they have left your
property, such as luxury bath robes or gourmet jams and jellies. Some products can be
complementary, while others can be sold in your property's gift shop.

Consider co-branding to set your hospitality business apart. Co-branding is when two separate
companies form a partnership to enhance both of their brand images. For example, when a well-

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known bath products company co-branded with a major hotel chain, the bath company was able
to boost its profile while the hotel offered its customers standard branded amenities with a
luxury twist.

Classic and Innovative Branding Choices

Traditionally, hotels have branded items that customers already expect to find in their suites,
such as mints on their pillows or in the bathroom. This is still a solid branding strategy, however,
you should ensure the products you choose reflect your hotel's quality level and image --
remember, your company's name is on the wrapper.

If your hotel is in an area well-known for a certain type of good, consider branding quality,
locally made samples of this item. For example, if your hotel is in California's wine country, look
into partnering with a local vineyard. Use copy and print services to make labels for the wine
bottles showcasing your partnership. Creative branding choices like this one will help customers
remember you when they are booking vacations in the future.

Cost vs. Benefit of Branded Gifts

It's important to choose a hospitality branding strategy that fits with your company's budget.
Fortunately, creative, clever, and cute branding choices don't have to cost a lot. Small
conveniences like a branded beer bottle opener and a coupon for a local microbrewery go a long
way to enhancing your brand's perceived value.

Consider branding choices that you don't give away for example, if your onsite restaurant
makes excellent sauces, consider bottling them. When your customers use the products at home,
they will remember their stay with every use.

The point of branding in the hospitality industry is to enhance your customers perception of
your value. Remember to choose branding strategies that reflect your propertys unique image.
Luxury hotels should choose high-end branding options, while small bed-and-breakfasts should
pick home-style or region-centric hotel amenities that reflect their charm.

7 Differentiate among the different lines, the product line, product mix, product
width? Being the marketer manager of an FMCG company what strategies you apply in
your company for better results?
Ans.
Product line-a company/organization creates a group of products, which has in common most of
their main characteristics.
Product mix-an organization creates many products and, of course, sells them.So, the product
mix is everything organization sells.
Product width-An organization creates a number of product lines. The total number of their's
product line is called product width.

1. Designing a Marketing Strategy for FMCG Company

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Many companies face the problem of allocating their precious marketing budgets across various
marketing and sales initiatives in an effective manner. The hope is that the budget allocation
decisions are optimal in order to reap the maximum performance for their brands.
Given the numerous initiatives taking place simultaneously, it is not always possible to pinpoint
the trajectory of the performance curve due to a specific initiative. Yet, it is critical for managers
to understand their net realization on marketing expenditure.
At a more holistic level, it was necessary to track the health of the brand portfolio and take
course correction measures if necessary, based on the performance of the brand management and
selling initiatives if the brand sales were declining, who is accountable for it.
The objective of the engagement was to develop a marketing information system based on
consumer behavior tracking data that would review the effect of marketing spends on the overall
health of the brands marketed by the organization in the FMCG sector.

Specifically, the objectives of the project were:

1. Do an audit of all the relevant market tracking data available with the organization to identify
opportunities to mine them to get relevant brand health related information.
2. Develop a modeling system that takes this data as input and is able to mine the information to
provide relevant insights about marketing returns on annual spending.
3. Develop a user-friendly managementreporting format that can help marketing managers
make the analyses actionable.

We identified three different sources of information collected by different market research

agencies for the organization that provided information about consumer behavior (what brands
do they purchase), marketing mix (prices, etc., of various brands) and consumer attitudes (what
they think about various brands).
Figure shows the overall approach used to combine various disparate sources of information to
build a consumer model that explains consumer brand choice as a function of various market-
driven and consumer-specific parameters. Figure below details the various sources of data and
the key information derived from each source.
A sophisticated statistical modeling procedure (SAS program) was employed to develop the
prediction capabilities. Based on the developed model, the market shares of different brands
were deconstructed into components attributable to specific marketing initiatives.

A pilot operation to design the system was undertaken using the data from the detergent product
category in a significant market of the country. Two years tracking data was used to build and
validate the model. The various brands (camouflaged) and their pack sizes used in the analysis
are depicted in figure.

2. Product design and marketing strategy considerations:

The development of a multimedia Walkman is not only going to be an enormous technical
challenge, but very much so also in terms of marketing. Therefore, we have investigated what
basic factors should be taken into account in product design and marketing strategy by applying
the classic adoption and diffusion theory and reviewed in three case studies success factors of
products, which bear resemblance with our target.

Page 13 of 27
The objective is to identify factors, which have been decisive for the success as well as those that
have been less fortunate choices. Furthermore we have applied perceptual mapping to position
our target product in regard to the referenced products.
Adoptions and Diffusion:
John Howard points out that the most frequently cited reason for failure of new products in the
marketplace is the inability to judge consumer reactions to them. In his theory, Howard
distinguished three different classes of products. Extensive Problem Solving (EPS) occurs when
a consumer confronts a new brand in a new product class.
Limited Problem Solving (LPS) occurs when the conditions are as above, except that product has
been already established. In the third category Reutilized Response Behavior (RRB) the product
represents a familiar brand in a familiar product class. Duly when an innovation creates a new
product class as would be the case for a multimedia. Walkman, all users face EPS.
As time goes by and other entrants emerge in the business, the brands are new, but consumers
already have advance knowledge about the product class and they move to LPS. Gradually users
slide into RRB as the brands become familiar to them. It is apparent that the barrier to make a
purchase is the higher the more problem solving is present in the process. This implies that risk
of rejection is also higher.

There are a number of reasons to care about branding, especially from a business perspective, but
there are a few reasons why we feel that its especially important. Brands and the practice of
branding is more important today than ever because it digs deep, past all of the fluff, and gets to
the why of your business.
Consumer choice is now based on so much more than just pricing. In todays world with endless
options and distractions, people need to be sold on their emotions, not on their wallets. Branding
should make it clear as to why consumers should care, and why they should choose you over
your competition.
Good branding will give your customers a reason to care about your brand, your business, and
your products. It should make your customers feel a part of something bigger than themselves
and the product or service they are buying.

8 Discuss the various levels of brand loyalty What can be done by the marketers to
make ensure that they remain brand loyal?
Ans-
Brands are constantly experimenting with new strategies to help them achieve the goals
proposed. It seems that in this sense, there was not a stop point, waiting for things to come. It is
for this reason that businesses should go at a certain pace, must be dynamic and prone to change,
towards a favorable result for the company.

Among the many changes that companies and also undergo the entire workforce, partners and
even submit consumers find the adoption of new trends that collaborate in the mission that each
company is proposed.

In these times, for example, the search is unceasing loyalty or allegiance, and that goal is going
after companies in each space with presence, trying to generate brand loyalty, sometimes they
succeed and other so no. This whole journey experienced by consumers, mainly, and companies,

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is reflected in a very clear outline of the levels of loyalty, four all very practical and exactly how
companies fail to understand how and when to generate loyalty.

Brand loyalty
Types of loyalty
Loyalty inert
For the simple name that has this level of loyalty we can quickly infer that this is not a step in
which the companies want their customers.

At this level there are those consumers who feel somehow that their brand loyalty can be
interpreted as an obligation perfectly. Precisely because they are forced to stay loyal to the
company, either because it does not exist on the market another option to satisfy that need to
possess or because actually carry out the change to another brand, it would be very cumbersome,
in that case, the consumer feels compelled to maintain some loyalty to the company.

Mercenary loyalty
We could summarize this point by saying that the client loyalty is one that exists, so the company
must pay if you want to keep it, otherwise, that loyalty will go to the highest bidder.

Common examples that illustrate exactly what happens at this level, are providing loyalty
programs, those in which the consumer receives in exchange for purchase, points, rewards or
discounts. This means that in reality, the customer is loyal to the company, simply because they
get a reward as if it were a bribe. Of course, this kind of loyalty does not last over time and
possibly, as we said before, if you see a more attractive offer, the end user decides to go after it.

True loyalty
As its name indicates, the level of true loyalty is perhaps that which most companies today want
to achieve, because under this condition experienced by the customer, it is possible to find
sufficient grounds to resist against the competition.

In the true level of consumer loyalty is no longer expecting a simple discount, the customer do
not feel obligated to stay true to the brand because there is nothing like actually knows and
understands the client could try with another company that offers the same product and similar
conditions and still decide to stay with the company that is fair, because it has close emotional
bond, which will be difficult to build a new organization.

In this relationship there is trust and delivering value to both parties, creating richer and more
memorable mainly for customer interactions. And thats all that this end user decides to stay, he
decided to continue consuming that which offers this brand, although even this does not
guarantee the lowest price or the highest quality in terms of product, what it does offer is a
commitment real satisfaction of consumers and this can be considered a sufficient reason to be
loyal.

Loyalty of Worship
Much more difficult to get the true allegiance is to make customers of a company to worship the
brand it represents.

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Emblematic cases such as Coca Cola or Apple logos or images which have appeared even
reflected in the skin of their most loyal consumers in the form of tattoos, perfectly exemplifies
what loyalty worship sets.

It is not only here to provide customers what they need and want, to maintain a stable and
valuable relationship with the consumer or to capture the most advanced loyalty strategies. This
level of loyalty arises organically and occurs in very special cases, as mentioned above, when the
brand reaches a higher entity and becomes part of the history of the individual, to the point that
defends this proudly, as if it were itself, which does not allow that customer questioning the
mark.

The four levels of loyalty we have seen today cannot only be applied to the customer experience,
also taking place in the behavior of employees and strategic partners of the company.

True loyalty is possibly as the ideal level at which companies should aspire, trying to turn their
efforts to help both customers and employees and partners, to achieve the same level linked to
the company, this is the perfect time which can result in a long-term competitive advantage.

Case Study

Patanjali Ayurveda was founded by Baba Ramdev and Acharya Balkrishna in the year 2006. The
latter owns 94% of Patanjali Ayurveda. Patanjali is the fastest growing FMCG company in India.
It has grown more than 10 times in revenue in last five years, an unprecedented feat in Indias
FMCG (fast-moving consumer goods) industry. In 2015, Patanjalis sales grew by 150 percent to
Rs. 5000 crore and now the company is targeting for Rs. 10,000 crore revenue in 2016-17. They
have 4000 distributors, 10,000 stores and 100 mega-marts. They have also tied up with retail
chains like Future Group and Reliance Retail. The company is in talks to raise around Rs. 1000
crore in project loans so as to set up four new manufacturing plants.

Patanjalis Key To Success

1. Increasing number of health-conscious people: In recent times, people have become more
health conscious which is evident from the fact that many companies are investing money in
organic and Ayurvedic products. According to Nielsen, the health and wellness segment is worth
a sizeable Rs. 33,000 crore. It grew 6% over 2014. Patanjali, with its Ayurvedic product line, is
able to somehow capitalise on this changing consumer behaviour and hence capture more market
share.

2. Less price: Patanjali products are available at an attractive discount as compared to their
competition. The company sources products directly from farmers and cuts on middlemen to
boost profits. Hence, they are able to reduce their raw material procurement cost and are able to
produce goods at a much cheaper price. Currently, Patanjali is making 20% operating profit
which is higher than the industry average.

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3. Strong distribution channels: Patanjali products are sold through three types of medical
centres. These include Patanjali Chikitsalayas which are basically clinics. Then there are
Patanjali Arogya Kendras which are health and wellness centres. They also have non-medicine
outlets called Swadeshi Kendras. The group has 15,000 exclusive outlets across India. They also
distribute through general retail stores. As mentioned above, they have also tied up with well-
known retail chains also. They plan to grow to 1,00,000 outlets in the next few years.

4. Strong brand association with health: Patanjali is able to create a brand perception of health
and wellness among the Indian masses, primarily because of Baba Ramdevs association with the
brand who is considered to be a veteran of yoga. Hence, more people are getting attracted to
Patanjalis products and are re-buying products more frequently.

5. Simple packaging that gives it a natural look: If you notice, Patanjali sells its products with a
very simple packaging. Now, many would feel that it is not a good strategy but the truth is it is
working for Patanjali. With a product like Patanjali, where the message is to promote Ayurveda
and Health, simple packaging can be a very effective way of promotion and that is why the
company is able to do miracles with its simple yet effective packaging. With a natural look
(especially with leaves and herbs), consumers get a feeling of health and wellness and they are
attracted to buy the product.

6. Media promotions: Baba Ramdev is considered to be a veteran guru of yoga across the globe.
He has been very co-operative with press and media and has maintained good relationships with
them. Also, he is known to have good connections with many politicians. So he used both the
facts to publicise his company free of cost. Take for instance when Baba Ramdev approached
Lalu Prasad Yadav and gave his face a massage with a Patanjali face cream and it was covered
by media. Or the Maggi scandal when Baba Ramdev came forward and gave a statement that he
would launch safer and better-quality noodles.

7. Word-of-mouth promotion: Advertising and promotions typically account for 12-20% of

revenue expenditure by consumer goods companies. When a new company gets into the
business, this spending is significantly higher. During the introduction stage, Patanjali followed a
unique word-of-mouth publicity model and the entire revenue was without any advertising. It
was because of the brand loyalty of its customers that the word-of-mouth promotion proved so
successful for the company.

Q.No 1: Explain at length the Marketing Mix strategies of Patanjali with the information
provided in the above passage.
Ans- Patanjali has a manufacturing unit in Nepal, working under the brand name of Nepal
Gramudhyog. Indias fastest growing FMCG Company is valued at 3000 Crore and generated a
revenue of 5000 Crore for the fiscal year of 2015-16.

Hindustan Uniliver and P&G are the FMCG companies, whose market share has been potentially
affected by Patanjali. P&G and Hindustan Uniliver are on back foot and trying to lure customers
back by providing huge discounts and impressive offers.

Products in the marketing mix of Patanjali Ayurved

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Marketing mix of Patanjali Ayurved 3

Baba Ramdev is constantly pushing Indian people to start using Indian brands and save the
economic growth of the company. Patanjali is planning to take over all reputed brands dealing in
beverages and foods.

Some of the sectors where Patanjali products are already doing great:

Foods Including jams, biscuits, noodles, oats, pulses and many other lines of food products.
Beverages
Healthcare & Medicines
Personal care products
Cleaning agents
The list of Products offered by Patanjali is exhaustive. You can check all its products here
http://patanjaliayurved.net/

Products that are already making news and have forced competitors to bring their prices down in
order to save their presence in the market:

Products where Patanjali is present and beating competition are

Dabur Honey: Patanjali Ayurved is providing people with option to buy quality honey at around
30% lesser price than Dabur.
Colgate: Patanjali Ayurved is preaching how Colgate cheated people in early days. And how
ayurveda is the best way to treat your gums and your teeth.
Patanjali Noodles: Patanjali Noodles rose to fame while Maggi was away from the market and
has done quite damage to Maggi, which once was the king of Noodles market.
Pricing in the marketing mix of Patanjali Ayurved

Two factors that have made Patanjali Ayurved the fastest growing FMCG Company in India are:
a) Use of Natural Ingredients and Ayurved and b) Pricing. Pricing plays an extremely important
role in putting Patanjali Ayurved ahead of its fierce competitors. Hindustan Uniliver and P&G
are trying their level best to cope up with the competition but the love for Indian product
growing in people is not helping them.

Patanjali is educating people about the benefits of using their products and are also using price
comparison as an effective marketing strategy. The pricing strategy is clearly penetrative pricing
because Patanjali knows that it cannot conquer the market with higher prices. Plus, if the
ingredients are natural and domestic, the cost of the product is lesser too. There is a drop of 25-
30 percent of price in almost every product when compared to International Brands which is
helping Patanjali reach each and every household in India.

Place in the marketing mix of Patanjali Ayurved

Marketing mix of Patanjali 2

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Patanjali Ayurved is Indias fastest growing FMCG Company but it is not stopping it from
spreading its wing to neighbouring countries like Nepal. Patanjali has a manufacturing unit in
Nepal. Patanjali also imports herbs from Himalayas in Nepal; the well-established trade relation
is helping Patanjali expand its wings in Nepal with great ease.

With the growing outreach in India and Nepal, Baba Ramdev surely will be aiming to overtake
market in lot of other countries. With impressive revenue of 5000 Crores, Patanjali is surely
going to have a lot of fund for expansion and growth.

In India, 1000s of stores are now selling Patanjali products, and these stores are exclusively
selling Patanjali, making the local retailer quake. The penetration levels will only rise further as
the margins in the product are good too.

Promotion in the marketing mix of Patanjali Ayurved:

Patanjali Ayurved goes with the Slogan Prakriti ka Ashirwad. Well, Patanjali Ayurved has
acquired the requisite fame and popularity among people because of the globally recognized
Yoga Guru, Baba Ramdev. This brand ambassador of Patanjali is single handedly responsible for
the success of the brand. His contribution to peoples life through Yoga is incredible hence
people felt aligned towards him when he launched his very own Indian FMCG Company.

Marketing mix of Patanjali

While a lot of people shifted to Patanjali Products because of Baba Ramdev, a pool of Indians
started following him when they realized how good and cheap Patanjali products actually are.
Patanjali Ad campaigns have always focused on surpassing information to people that revenue
of Patanjali is for Charity and not for Brand Owners. Secondly, it is better that the revenue
generated from day to day products remains within India rather then the profits going out to
foreign companies. Till date, Indians did not have many alternatives to foreign products but now
they do have localised products.

Baba Ramdev took the opportunity in his hands and has started influencing Indians by sharing
information about price gap and how useful herbal Patanjali products actually are. Baba Ramdev
has ceased the opportunity with both hands and has made huge difference to the branding of
Patanjali Ayurveda. Now, Patanjali is also selling the products online through E-commerce,
increasing their penetration even further.

Q.No 2: What role does consumer behavior play in the success of the brand like Patanjali?
Support your answer with examples.
Ans- 1. Increasing number of health-conscious people: In recent times, people have become
more health conscious which is evident from the fact that many companies are investing money
in organic and Ayurvedic products. According to Nielsen, the health and wellness segment is
worth a sizeable Rs. 33,000 crore. It grew 6% over 2014. Patanjali, with its Ayurvedic product

Page 19 of 27
line, is able to somehow capitalise on this changing consumer behaviour and hence capture more
market share.

2. Less price: Patanjali products are available at an attractive discount as compared to their
competition. The company sources products directly from farmers and cuts on middlemen to
boost profits. Hence, they are able to reduce their raw material procurement cost and are able to
produce goods at a much cheaper price. Currently, Patanjali is making 20% operating profit
which is higher than the industry average.

3. Strong distribution channels: Patanjali products are sold through three types of medical
centres. These include Patanjali Chikitsalayas which are basically clinics. Then there are
Patanjali Arogya Kendras which are health and wellness centres. They also have non-medicine
outlets called Swadeshi Kendras. The group has 15,000 exclusive outlets across India. They also
distribute through general retail stores. As mentioned above, they have also tied up with well-
known retail chains also. They plan to grow to 1,00,000 outlets in the next few years.

4. Strong brand association with health: Patanjali is able to create a brand perception of health
and wellness among the Indian masses, primarily because of Baba Ramdevs association with the
brand who is considered to be a veteran of yoga. Hence, more people are getting attracted to
Patanjalis products and are re-buying products more frequently.

5. Simple packaging that gives it a natural look: If you notice, Patanjali sells its products with a
very simple packaging. Now, many would feel that it is not a good strategy but the truth is it is
working for Patanjali. With a product like Patanjali, where the message is to promote Ayurveda
and Health, simple packaging can be a very effective way of promotion and that is why the
company is able to do miracles with its simple yet effective packaging. With a natural look
(especially with leaves and herbs), consumers get a feeling of health and wellness and they are
attracted to buy the product.

6. Media promotions: Baba Ramdev is considered to be a veteran guru of yoga across the globe.
He has been very co-operative with press and media and has maintained good relationships with
them. Also, he is known to have good connections with many politicians. So he used both the
facts to publicise his company free of cost. Take for instance when Baba Ramdev approached
Lalu Prasad Yadav and gave his face a massage with a Patanjali face cream and it was covered
by media. Or the Maggi scandal when Baba Ramdev came forward and gave a statement that he
would launch safer and better-quality noodles.

Q. No 3: Critically evaluate the role of Word-of-Mouth in the success of the brand

Patanjali.
Ans-
Advertising and promotions typically account for 12-20% of revenue expenditure by consumer
goods companies. When a new company gets into the business, this spending is significantly
higher. During the introduction stage, Patanjali followed a unique word-of-mouth publicity
model and the entire revenue was without any advertising. It was because of the brand loyalty of
its customers that the word-of-mouth promotion proved so successful for the company.

Page 20 of 27
Solve by www.solvezone.in contact for more details at 8882309876

SECTION C
Question 1
refers to a brands objective (functional) attributes in relation to other brands.
(A): Brand position
(B): Product position
(C): Brand relationship
(D): Both 1 and 2

Question 2

defines what the brand thinks about the consumer, as per the consumer.
(A): Brand attitude
(B): Brand positioning
(C): Brand relationship
(D): Brand image

Question 3. includes two aspects of a brand its associations and its

personality.
(A): Brand attitude
(B): Brand positioning
(C): Brand relationship
(D): Brand image

Question 4

includes all that is linked up in memory about the brand. It could be specific to
attributes, features, benefits or looks of brand.
(A): Brand attitude
(B): Brand Associations
(C): Brand relationship
(D): Brand image

Question 5
..includes two visual signals of a brand its character (e.g. Amul girl, Pillsbury
doughboy) and its logo. Both are elements of brand identity.
(A): Brand attitude
(B): Brand Image
(C): Brand Symbol
(D): Brand Positioning

Question 6

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.can be thought of as a perceptual map of in which like products of the same
company (say, toothpaste) are positioned very close to one another and compete more with one
another than with brands of other companies.
(A): Brand Comparison
(B): Cannibalization
(C): Positioning
(D): Brand Associations

Question 7

A marketer need to understand that some general traits of a brand name are:
(A): Easy to recognize
(B): Easy to pronounce
(C): Easy to memorize or recall
(D): All of the above

Question 8

Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala are the examples
of..
(A): Descriptive Brand Name
(B): Suggestive brand name
(C): Free Standing brand name
(D): None of the above

Question 9

Kodak, Xerox, Exxon, Fuji are the examples of

(A): Free Standing brand name
(B): Descriptive Brand Name
(C): Suggestive brand name
(D): none of the above

Question 10

Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are the examples of
(A): Descriptive Brand Name
(B): Suggestive brand name
(C): Free Standing brand name
(D): None of the above

Question 11

Watches sold as a Jewellery is related to

(A): Titan Raga
(B): Tanishq

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(C): Swatch
(D): GoldPlus

Question 12

Whichever positioning you may like to choose, it has to stem from the point of view of which
one of the following so that they can own it?
(A): Customers
(B): Competitors
(C): Manufacturers
(D): Suppliers

Question 13

Which of the following is NOT a dimension of brand differentiation? Select correct option:
(A): Persona recognition
(B): Contract fulfillment
(C): Awareness
(D): Purchase frequency

Question 14

Which one of the following strategic factor is NOT relevant brand equity model by Young and
Rubicam?
(A): Brand
(B): Differentiation
(C): Relevance
(D): Esteem

Question 15

Which of the following industries generally do well during strong periods of growth and do
poorly during recessions?
(A): Pharmaceutical
(B): Food
(C): Cyclical
(D): Chemical

Question 16

If a market is very mature, the challenges are

(A): Intense
(B): Weak
(C): Concentrated
(D): Deep

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Question 17

Fluoride ingredient could be used for toothpaste, is the example of which one of the following?
(A): Copy
(B): Copy strategy
(C): Advertisement
(D): Promotion

Question 18

Which one of the following is NOT the part of indirect channels?

(A): Distributors
(B): Wholesalers
(C): Retailer
(D): Telemarketer

Question 19

The multi-brand policy comes out due to which one of the following option?
(A): Limitation of brand extension
(B): Limitation of market segment
(C): Limitation of brand equity
(D): Limitation of brand loyalty

Question 20
The verbal portion of an advertisement, including headlines, body, and signature, is called:
(A): Copy
(B): Storyboard
(C): Layout
(D): Script

Question 21
IMC stands for what?
(A): Integrated Marketing Communication
(B): Integrated Management communication
(C): Integrated Marketing customer
(D): Integrated Management customer

Question 22
The basic role of promotion is
(A): Information
(B): Manipulation
(C): Communication
(D): Interpretation

Question 23

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Advertising appropriations are largest for which type of product?
(A): Industrial products
(B): Convenience goods
(C): Specialty goods
(D): Infrequently purchased goods

Question 24
The unique selling proposition (USP) was started in:
(A): Product era
(B): Advertising era
(C): Image era
(D): The positioning era

Question 25
The changing market necessitates that managers must see the impact of all EXCEPT:
(A): Technologies
(B): Lifestyles
(C): Product line
(D): Benchmarks of quality

Question 26
Which one of the following is related to the brand?
(A): Cooking oil
(B): Shampoo
(C): Detergent
(D): Xerox

Question 27
When any brand of cooking oil is launched with new formula (for more safety of health), it is the
example of which of the following?
(A): Extending your target market
(B): Extending the definition of business
(C): Extending your point of difference
(D): Extending the entire positioning

Question 28
The target audience for an advertising campaign is which one of the following?
(A): Information base on which to develop the campaign
(B): Location and geographic distribution of persons
(C): Group of people toward whom the advertisements are directed
(D): Overall goal of the advertising campaign

Question 29
According to researches under brand perception, which of the following statements is NOT
TRUE?
(A): 25 percent of customers spend no time in their decision making

Page 25 of 27
(B): 56 percent of customers spend less than 8 seconds in decision making
(C): Customers use little information in routine purchases of low involvement items
(D): The brand messages must not be so simple and much focused

Question 30
You do not give the same treatment to a fake brand even if it carries the label that may look
genuine because:
(A): The actual brand is not there
(B): The actual product is not there
(C): The actual brand is there
(D): Actual product is there

Question 31
Usually brand managers may not get into a large portfolio of brands due to some reasons. Which
one of the following in NOT the reason for the growth of brand portfolio?
(A): Owing to growth
(B): Owing to acquisition
(C): Need to have small portfolio
(D): Cannibalization

Question 32
Which one of the following options will be enhanced by delivering the key benefits of a brand
that are important to the customers?
(A): Positioning
(B): Competition
(C): Extension
(D): Repositioning

Question 33
__________ is a reflection of what we projected to send to the public.
(A): Brand identity
(B): Brand function
(C): Brand image
(D): Brand positioning

Question 34
According to Scot Davis, how many years are required to change the brand positioning?
(A): Three to five years
(B): Two to five years
(C): Eight to Ten years
(D): Not specific

Question 35
If a company introduce same brand name for several product in different markets then company
is applying which one of the following brand strategy?

Page 26 of 27
(A): Product brand strategy
(B): Line brand strategy
(C): Rand brand strategy
(D): Umbrella brand strategy

Question 36
To fill the financial contribution gap, brand managers use different strategies EXCEPT:
(A): Expand markets and availability
(B): Improve distribution
(C): Improve communication
(D): Improve supply chain management

Question 37
Which one of the following is the characteristic of brand strength?
(A): Price premium
(B): Patents and rights
(C): Perceived brand personality
(D): Brand reputation

Question 38
__________ is a reflection of what we projected to send to the public.
(A): Brand identity
(B): Brand function
(C): Brand image
(D): Brand positioning

Question 39
Financial objective deals with __________.
(A): Revenue growth
(B): Winning greater market share
(C): Overtaking competitors on quality
(D): Staging innovations

Question 40
A brand manager is responsible for the destination planning of the brand in terms of its future
movements related to all, EXCEPT:
(A): Marketing research
(B): Distribution improvements
(C): Overtaking competition
(D): Markets to serve

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