No. of Printed Pages : 2

MFW-072 I

M.Sc. VISUAL MERCHANDIZING AND COMMUNICATION DESIGN (MSCVMCD) O O

Term-End Examination December, 2011

MFVV-072 : RETAIL BRANDING Time : 3 hours

Note :

Maximum Marks : 70

Attempt any seven questions.

All questions carry equal marks. 1.

Define Brand. How is a Brand different from a Product ? Mention the differences clearly giving suitable examples.

10

2.

Trace the evolution of branding down the years. Mention relevant examples of this evolution in Indian as well as the American markets.

10

3.

Explain the strategy of brand extension followed during the major branding decisions. Explain it, giving suitable examples, features, advantages and disadvantages.

10

4.

Explain the strategy of new brands followed during the major branding decisions. Explain it giving suitable examples, features, advantages and disadvantages.

10

MFW-072



1

P.T.O.

5.

Explain the "Brand Name Decision" in the major brand decisions by giving suitable examples.

10

6.

What are the flanking brands ? How are they important for the success of an MNC firm ? Explain by giving suitable examples.

10

7.

Write an explanatory note on shifting power balance in the Indian Retail Industry. Quote 3 cases to prove this shift.

10

8.

What do you understand by the phrase "Store As a Brand" ? Explain the concept with the help of relevant examples.

10

9.

How does answering the question of "What Am I" ?, help a brand in doing its brand positioning ?

10

10.

How does answering the question of "Who Am I" ?, help a brand in doing its brand positioning ?

10

11.

How does answering the question of "For Whom Am I" ?, help a brand in doing its brand positioning ?

12.

Define Brand Personality. Mention its various dimensions. Explain them in detail giving suitable examples of brand ambassadors and the brands they are endorsing.

MFW-072

2

10

10

Retail Branding.pdf

Explain the strategy of brand extension followed 10. during the major branding decisions. Explain it,. giving suitable examples, features, advantages.

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