Mktg7502

Exam question
2009
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2014
a) Discuss the advantages and the disadvantages of brand extensions for a firm. (From the lecture on this topic and Chapter 12: Introducing and Naming New Products and Brand Extensions.) [Hint: Explain each of the advantages of brand extensions, then explain each of the disadvantages of brand extensions.] b) Give an example of a successful brand extension and an unsuccessful brand extension. For each of these examples, explain why it was successful or unsuccessful. [Hints: That’s two examples, one successful, one unsuccessful. Part a) is more important than part b), so allocate your efforts accordingly.] yes no yes yes yes yes
a) i) An important set of tools for marketing managers are the brand elements (Lecture Week 5, Chapter 4). There are 5 or 6 different types of brand elements. List all that you can. ii) How do managers choose for each brand element? There is a set of 6 choice criteria discussed in class. List as many as you can. iii) Identify and discuss the key issues for each of four brand elements of your choice. [Hint: For example, how would managers choose a brand name for a new brand? How would they know which brand name of several possibilities would be best?] b) Discuss the strengths and weaknesses of one of each of the four brand elements using an example from any of the following brands: McDonalds, Coca-Cola, Toyota, Apple. Semester One Final Examinations, 2014 MKTG7502 Strategic Marketing and Branding Page 3 of 3 [Hints: You may discuss all of your four brand elements from one brand, for example McDonalds, or you may discuss one brand element from Toyota and a second brand element from Apple and a third brand element from McDonalds and a fourth brand element from Toyota. Part a) is more important than part b), so allocate your efforts accordingly.] yes no yes yes yes yes
a) Explain the Total Engagement Model. What are the strengths and weaknesses of the Total Engagement Model? Is it consistent or inconsistent with Keller’s Customer-Based Brand Equity model? How is it consistent or inconsistent? [Hint: The Total Engagement Model is the model presented by Chris Roberts in class, and is explained in the article of his (with Frank Alpert as second author) that was available on the course Blackboard.] no no yes no no yes
a) Explain celebrity endorsements using the concepts from the lecture and Chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity). Include in your answer how celebrity endorsements might improve brand equity, and what criteria are used in evaluating secondary associations that can be applied to celebrity endorsements. b) Select an example of a celebrity endorsement and discuss it in terms of the criteria for leveraging secondary associations. [Hints: If choosing a celebrity endorser who is not well-known, you should provide some background on the celebrity. In this question, part a) is more important than part b), so allocate your efforts accordingly.] pg.271 yes no yes yes yes Yes