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BUSI3146

A LEVEL 3 MODULE, SPRING SEMESTER 2019-2020

BRAND MANAGEMENT

Section A (Answer two out five questions)

1. Critically discuss the recent developments that have significantly complicated marketing practices and pose challenges for brand managers.

2. Outline the principles that brand managers should follow to assess opportunities for the successful introduction of brand extensions. Support your arguments with relevant examples.

3. Outline the brand elements that managers can use to facilitate recognition and recall and discuss which criteria managers should have to consider when selecting elements to build and preserve brands. Illustrate your answer with examples.

4. Critically discuss the marketing activities and programs a service firm can use to build strong brands. Illustrate you answer with examples.

5. Use the Comparative and Holistic methods to discuss how firms can estimate the overall or summary value of a brand?