Questions
Question 1
‘A strong brand is invincible’
Discuss the validity of this comment for 21st Century brands, using a range of examples to support your discussion (100 marks)
Question 2
If only one in seven new brands become successful, brand managers need to optimise early brand communication.
Part a) Identify the launch process for a new brand. (40 marks)
Part b) Illustrate, using a variety of examples, the barriers to communication that might affect the rollout of a new brand being introduced to the market and how brand managers would
overcome these. (60 marks)
Question 3
Apple products consistently appear in the Top 10 ‘cool’ brands listed by a variety of agencies.
Part a) Identify and expand upon 4 attributes of a cool brand and how these apply to Apple.
(40 marks)
Part b) Compare and contrast the attributes of a ‘cool’ fashion brand with one that is not.
(60 marks)
Question 4
Part a) Explain the different growth strategies for an established brand.
(20 marks)
Part b) For a brand that you are familiar with, evaluate the different market penetration
strategies that they have implemented. (60 marks)
Part c) How do the strategies for the brand discussed in
part b) differ from others in the same product category? (20 marks)
Question 5
Part a) What are the key challenges to brands launching into an overseas market?
(40 marks)
Part b) Identify the advantages and disadvantages of adaptation versus standardisation of a
brand when going international. (60 marks)
Question 6
Brand extensions offer a number of advantages to a brand and few disadvantages
Part a) Identify and expand upon 5 advantages of brand extensions, using a variety of examples to support your discussion (60 marks)
Part b) Discuss at least potential 5 disadvantages of brand extensions, using a variety of examples to support your discussion. 40 marks)
