Brand management JUNE 2025

Description

Brand Management

Jun 2025 Examination

 

 

 

Q1. Analyze the strategic brand management process and its importance in sustaining brand equity over time. (10 Marks)

Ans 1.

Introduction

Strategic brand management is a vital process that guides businesses in building, measuring, and managing brand equity effectively. In today’s competitive and dynamic marketplace, brands are more than just names or logos—they are valuable intangible assets that influence customer perceptions, loyalty, and purchasing behavior. Managing these assets strategically helps organizations create a unique identity, differentiate from competitors, and deliver consistent value to consumers. The ultimate goal of strategic brand management is to ensure long-term brand equity, which refers to the value

 

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Q2. Explain the concept of brand equity and its importance in modern marketing strategies. How does it differ from a product? (10 Marks)

Ans 2.

Introduction

In the dynamic world of marketing, brand equity has emerged as a critical determinant of a company’s long-term success. It refers to the value a brand adds to a product or service, influenced by consumer perceptions, experiences, and associations. In a highly competitive marketplace, where multiple products serve similar functions, brand equity becomes the key differentiator. It shapes customer loyalty, influences buying decisions, and allows companies to charge premium prices. Unlike a generic product that fulfills a functional need, a brand embodies emotional and psychological significance. As businesses aim for sustainable growth, understanding and managing brand equity becomes essential for crafting successful marketing strategies, expanding market presence, and creating

 

Q3(A). Evaluate the challenges and opportunities faced by present-day marketing managers in managing brand equity for daily usage item like a toothpaste (Fast Moving Consumer Goods FMCG). The student can take any toothpasdte brand of their choice and represent challenges and opportunities faced how it is managed to handle their brand equity. (5 Marks)

Ans 3a.

Introduction

Toothpaste, as a fast-moving consumer good (FMCG), is an essential item in every household, used daily and replaced frequently. For marketing managers, managing brand equity in such a high-competition and low-involvement category is both challenging and rewarding. Colgate, a leading toothpaste brand in India, has successfully retained strong brand equity through innovation, consistent messaging, and wide distribution. However, evolving consumer preferences and increasing market saturation

 

Q3(B). Discuss the role of a brand manager in the brand management system and the skills required for success in this role. (5 Marks)

Ans 3b.

Introduction

A brand manager plays a crucial role in defining and nurturing the identity, image, and equity of a brand. Positioned at the intersection of marketing, product development, and consumer experience, the brand manager ensures that the brand remains consistent, competitive, and relevant in the marketplace. In a dynamic business environment, the responsibilities of a brand manager go beyond traditional marketing—they involve strategic thinking, creative problem-solving, and data-driven decision-making to build long-