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Question 1:
(a) What is brand management? What are your favourite brands and why?
(b) Select two consumer brands of your choice which compete in the same market. Evaluate their relative points of parity and points of difference using the positioning guidelines to support your answer.
(c) Explain the concept of shadow branding.
Question 2:
Critically explain the reasons for failures in New Product Development (NPD) and how would you overcome them?
Question 3:
Write short notes on the following :
(a) BCG Matrix Model (b) Brand Equity (c) How to revitalise an unrecognised brand (d) Concept of selling the brand inside (e) Anatomy of a Product
Brand A brand is a term, symbol, name, or design that is planned to clearly identify and differentiate a seller's product from the harvest of his or her competitors.
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The assessment for this module is to produce the elements of a sales plan. The case study assesses your understanding and ability to construct a sales presentation plan and correct
Sample work
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