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NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Assignment Marks: 30
Instructions:
- All Questions carry equal marks.
- All Questions are compulsory
- All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far aspossible.
- All answers to be written individually. Discussion and group work is not advisable.
- Students are free to refer to any books/reference material/website/internet for attempting theirassignments, but are not allowed to copy the matter as it is from the source of reference.
- Students should write the assignment in their own words. Copying of assignments from otherstudents is not allowed.
- Students should follow the following parameter for answering the assignment questions.
| For Theoretical Answer | For Numerical Answer | |||
| Assessment Parameter | Weightage | Assessment Parameter | Weightage | |
| Introduction | 20% | Understanding and usage of the formula | 20% | |
| Concepts and Application related to the question | 60% | Procedure / Steps | 50% | |
| Conclusion | 20% | Correct Answer & Interpretation | 30% |
June 2021 Examination
1. Steve Forbes, editor in chief of Forbes Magazine has said that brand is the single most important investment one can make in their business and creating strong brands should be the ultimate aim of any business. There are many companies that have been successful in creating strong iconic brands. Colgate, Maggie, Starbucks, Dettol, and Royal Enfield Bullet are strong brands in their respective product categories. Study the above brands and identify the common points these brands have adopted to grow into strong brands. (10 Marks)
Answer 1:
Introduction
Branding a corporation is one of the major phases in the construction of a company. It provides the brand with a distinct identity and creates a differentiated business place that draws the right consumers. However, this can be a problem for many entrepreneurs. Otherwise, startups make traditional branding errors, such as not identifying well-defined brand directives, without financing big branding companies and with small capital, and in turn, fail to give prospective consumers a positive initial feeling. Its complex brand achieved success with the businesses, one needs to plan, evaluate and eventually refine branding strategy carefully. But it can be difficult at the beginning if you’ve never
2. Pro Kabaddi League (PKL) has revolutionized the indigenous sport of kabaddi and positioned it as an aspirational sport for both players and fans. PKL is a trailblazing initiative by Mashal Sports Private Limited and Star India Private Limited. They have jointly worked towards elevating the sport of kabaddi to an international standard and have infused new life into the sport by bringing it to the major metropolitan cities of India. The bid prices for players have increased tenfold and sponsors are queuing up to sponsor the league. The league has witnessed tremendous growth since its inception in 2014. PKL has grown to become the second most watched league in India on television. PKL is backed by the Amateur Kabaddi Federation of India (AKFI), and supported by participating members of the International Kabaddi Federation (IKF) and the Asian Kabaddi Federation (AKF). What are the branding and marketing challenges PKL has successfully cracked to galvanize the resurgence of Kabaddi into an aspirational, world class brand with a remarkable fan following? Critically evaluate the role of brand marketing programs in the success of PKL. (10 Marks)
Answer 2.
Introduction
In a world obsessed with cricket, it’s quite a struggle to carve out a niche for some other sport. But two games – football and Kabaddi – have stolen some of the interest under the name of the masses. Football has long had a fan base in the country with its foreign leagues and world star force. However, Kabaddi had to start from scratch, as deglamorized and raw as it is. The Pro Kabaddi League (PKL) is credited with the rapid and glorious rehabilitation of homemade sport. Kabaddi is on road to this goal. Seasonal five comprises Vivo as the title sponsor of Gillette, the Association of Mutual Funds of India (AMFI), Bajaj
3.a. Walter Landor is a renowned brand designer and founder of brand consulting firm Landor. He says, “Products are made in a factory but brands are created in the mind”. Explain his statement with examples from service and pharma’s sector in India. (5 Marks)
Answer 3a.
Introduction
Branding is a key feature of every business, big or small, retail or B2B. A successful brand strategy offers you an important advantage in more dynamic markets. In other words, the brand will be client’s pledge. It informs what one can demand your goods and services and distinguishes your service.
Concepts and Applications
3.b. VIVO is back as Indian Premier League (IPL) title sponsor for 2021 season. Choose a popular event and identify its sponsor. How the sponsor/sponsors are building brand equity with their sponsorship? Is the sponsorship integrated with other marketing communications? (5 Marks)
Answer 3b.
Introduction
By linking the identity of your organization to an event or location that your target audience finds positive, you form your attitudes and produce a positive response. In the end, your mission is to increase your target audience’s perception of brand. This takes place in a range of forms including:
Concepts and Applications
Dear students, get latest Solved NMIMS assignments and case study help by professionals.
Mail us at : help.mbaassignments@gmail.com
Call us at : 08263069601