BBA/B.Com Strategic Brand Management June 2024

Description

Strategic Brand Management

June 2024 Examination

 

 

1. Reliance Industries, HDFC, WIPRO, Mahindra and Lakme are famous Indian brands doing well and going strong in the market? What makes these brands strong and what are their common characteristics demonstrated by these strong brands? (10 Marks)

Ans 1.

Introduction:

In the vibrant and competitive landscape of the Indian market, certain brands have risen above the fray, establishing themselves as cornerstones of success and resilience. Among these are Reliance Industries, HDFC, WIPRO, Mahindra, and Lakme, each representing a distinct sector yet sharing a common thread of unwavering strength and market dominance. These brands have not merely survived but have thrived, navigating through economic fluctuations, technological disruptions, and evolving consumer preferences with poise and strategic acumen. Their journey towards prominence reflects not just a tale of corporate success but also illuminates the principles of effective brand management in a dynamic environment. By delving into

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2. Brands like Dabur (1884), Godrej (1897), Parle G (1929), Vadilal (1907) and Allahabad Bank (1865) are examples of Indian brands that have been in existence for more than 100 years and doing well in the market. What are the common strategies the above brands have adopted to remain relevant and perform well in the market over such a long period of time? (10 Marks)

Ans 2.

Introduction:

The enduring success of brands like Dabur, Godrej, Parle G, Vadilal, and Allahabad Bank in the Indian market for over a century highlights their remarkable resilience and strategic acumen. These brands have not only stood the test of time but have also continued to thrive in the face of evolving consumer preferences and market dynamics. Understanding the common strategies that have contributed to their longevity offers valuable insights into effective brand management practices. Through a combination of heritage preservation, innovation, customer-centricity, diversification, and CSR initiatives, these brands have successfully navigated challenges and sustained their relevance over generations.

Concept and application

 

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3a. Amongst services, retailers, people, organizations, sports, arts, and entertainment, which product category cannot be branded? Can you think of anything that cannot be branded? (5 Marks)

Ans 3a.

Introduction:

Branding is a fundamental aspect of marketing that involves creating a unique identity and perception for a product, service, organization, or individual. However, there are certain product categories where the concept of branding may not be as applicable or effective. This essay explores whether there exists a product category that cannot be effectively branded among services, retailers, people, organizations, sports, arts, and entertainment.

Concept and application

 

 

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3b. Brands extend to different product categories to leverage their brand equity. Why did brand Usha (successful  as  consumer  electronics) fail  when  it  extended  fuel  injection equipment and ONIDA (successful as color TV) failed in brand extension to washing machine?     (5 Marks)

Ans 3b.

Introduction:

Brand extension, the strategy of leveraging the existing brand equity into new product categories, can be a powerful tool for growth and diversification. However, it’s not always successful, as evidenced by the failures of brand Usha in extending into fuel injection equipment and ONIDA in brand extension to washing machines. This answer delves into the reasons behind these failures and the key factors influencing the success or failure of brand extensions.

Concept and