NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for April 2022 Examination
1. At
the onset of Internet, many online marketers oversimplified the branding
process, equating flashy or unusual advertising with building a brand. However,
such marketing efforts rarely caught consumers’ attention or created awareness
and uniqueness that the brand represented. On the other hand, some of the
strongest brands in recent
been born online. Amazon, Google, Facebook are notable examples. What are the
strategies online marketers have to adopt to build successful online/digital
brands like Amazon, Google, and Facebook? (10 Marks)
2.
Event sponsorship provides a different kind of communication option for
marketers to build brand equity. Tata Consultancy Services (TCS) has signed an
eight-year contract with the New York Road Runners (NYRR) to extend its title
and technology sponsorship of the TCS New York City Marathon through 2029. TCS
has also renewed its sponsorship for the London and the Mumbai Marathon.
Identify the reasons behind a technology brand like TCS sponsoring sport events
like Marathons across the World. (10 Marks)
3.a.
Marketers should choose brand elements like logos, symbols, jingles, slogans,
characters to enhance brand awareness and facilitate formation of strong,
favorable and unique brand associations. Brand characters represent a special
type of brand symbol that can take real-life or animated character. As a brand
manager, would you prefer a real-life or animated character for your brand.
Explain with an example. (5 Marks)
3.b.
Marketing channels are a set of interdependent organizations involved in the
process of making a product or service available for use or consumption.
Explain the reasons behind Maruti Suzuki’s retail strategy of selling brands
like S-Cross, Baleno, Ciaz through its premium retail brand called Nexa. (5
Marks)
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