BRAND MANAGEMENT MM210

Questions

1. a) Identify 5 methods of measuring the financial value of brands. (5)

b) Highlight the shortcomings of each method (15)

2. Using illustrations, explain the distinctive characteristics of organizational

branding/marketing (20)
3. Identify and briefly explain the 10 key variables that determine successful relationship
between buyer and seller in the commercial sector. Give practical examples (20)
4. With reference to a service industry of your choice, demonstrate how you can tangibilize
the intangibles as a rebranding strategy. Use practical examples (20)
5. a) ‘Consumers perceived risk can be reduced by brands’ With your knowledge of
branding, explain how a brand will reduce the main risks to the consumer (10)
b) Using an appropriate example, explain the concept of brand positioning and how a
particular brand is positioned among consumers. (10)
6. a) Using an appropriate example, explain how brand personality is important in building
a brand relationship (10)
b) Some companies build brands while others buy them. What are the main
considerations of the decision to building or buying brands? (10)
7. a) Explain the difference between brand extension and brand stretching with relevant
examples (10)
b) Giving practical examples, explain value added brands and how they give a
competitive advantage. (10)
8. a) Customers purchase a brand to solve their problems (physical, socio and
psychological). Explain this statement using your knowledge of the consumer buying
process and branding (10)
b) Explain the different phases of brand life cycle and strategies to manage brands in
each phase. (10)
9. a) Identify 2 major global players in rating global brands (2)
b) Explain the criterion used to determine the top global brands. (10)
c) Identify any top 4 global brands and outline their features (8)
d) List top 10 Forbes global companies of the world. Align them to their home country
e) Explain 5 criterion used to determine Forbes global brands
10. a) Briefly describe 8 distinctive characteristics of corporate branding (8)
b) Compare and Contrast Brands and Lovemarks. (12)
11. With reference to a balanced wheel of life, identify gaps to your personal life and
rebrand yourself to ensure your dream a reality a year after graduation (20)
12. Using Econet as an example, assess its brand equity levels and recommend strategies for
the coming year (20)
13. Explain the five dimensions of brand personality by Aaker (1991). Give examples (20)
14. a) Discuss any strategies that may be applied by a business to protect its corporate brand
(10)
b) Explain any 5 ethical challenges encountered by Zimbabwe companies in an attempt
to protect corporate brands. (10)
15. a) Examine the influence of a successful promotion strategy on a specific brand’s life
cycle. Give practical examples. (12)
b) Explain four reasons why retailers own brands have gained increased attention in
today’s business environment (8)
16. Justify why branding has become a key phenomenon in
a) The global commercial sector (10)
b) Universities worldwide (10)
17. a) Explain four factors that may be adopted by an organization to protect its brands from
competition. (8)
b) Examine any 4 key principles to be considered when rebranding an organization (12)
18. a) List top 10 ZSE companies and align them to their nature of business (10)
b) With reference to brand performance suggest any 5 factors that are used to rank the
best companies on the stock exchange (10)
19. Using examples, show your understanding of the following terms
a) Brand Ambassador
b) Brand Experience
c) Brand recognition
d) Brand personality
20. You are a brand consultant. A new SME transport service provider in Zimbabwe needs
your professional expertise in coming up with appropriate names. Prepare a one hour
formal presentation to their management team (20)