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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
How is convenience of making comparisons affected in e-commerce? Convenience of making comparisons: E-commerce assists consumers to make comparisons during shopping. Aut
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Question 1: a) Distinguish clearly between the aims and the specific objectives of a food and beverage operation. Critically assess some of the specific "qualitative" and "qua
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