Brand Management

September 2021 Examination

 

1. Change in marketing environment is one of the obvious challenges in managing brands over time. Shifts in consumer behavior, competitive strategies, government regulations, and technological advances can profoundly affect fortunes of a brand. Myspace, Yahoo!, Blockbuster, and Barnes & Noble enjoyed strong market position and outright leadership in mid-2000s. In just a few short years, however, each was struggling for survival as Facebook, Google, Netflix, and Amazon respectively.

Why did Myspace, Yahoo!, Blockbuster, and Barnes & Noble fade from customer memory and lose their market position? What are the proactive strategies adopted to sustain and enhance customer-based brand equity for brands like Facebook, Google, Netflix, and Amazon?

Ans 1.

 

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2. Celebrity endorsement (using well-known and admired people to promote brands) is a widespread phenomenon to build brand equity. The rationale behind these strategies is that a famous person can draw attention to a brand and shape the perception of the brand. Sometimes celebrities can be difficult to work and may not willingly follow the marketing direction of the brand. Tennis player Andre Agassi tried Nike’s patience when – at the same time he was advertising for Nike, he appeared in commercials for the Canon Rebel camera. In these ads, he looked into the camera and proclaimed “image is everything” – the antithesis of the “authentic athletic performance” positioning that had been the foundation of Nike’s brand equity. There have been occasions where celebrities have distracted attention from the brand in ads so that consumers notice the stars but have trouble remembering the advertised brand. PepsiCo decided to drop singers Beyonce Knowles and Britney Spears from high-profile ad campaign when they felt the Pepsi brand did not get same promotion boost from the campaign that the stars were getting.

What should brands do to avoid celebrity misadventures and mishaps as cited above and what guidelines should brand mangers follow to strategically evaluate, and select celebrities for endorsing their brands?

Ans 2.

 

3. a. Oprah Winfrey, David Beckham, Virat Kohli, Amitabh Bachchan are great examples of personal brands whose name and reputation commands millions of dollar in the marketing and advertising World.

Explain the reasons for the unprecedented success of these brands. Do you consider yourself as a brand? If yes, what steps will you take to brand self?

Ans 3a.

 

1. Brand extensions occur when a firm uses an established brand name to introduce a new product. How successfully do you predict the following proposed extensions would be? Why? –
2. Starbucks: film production and promotion
3. Mont Blanc: fragrances and other accessories like sunglasses, watches, and cufflinks

Ans 3b.