Course: Brand Management
December 2021 Examination

1. American Express, British Airways, Ritz-Carlton, and Federal Express are strong
service brands that have existed for years. However, marketing services is challenging
as they are less tangible than products and more likely to vary in quality depending on
people providing them. Explain how the above mentioned service brands have used
branding to address intangibility and variability problems? (10 Marks)

2. AMUL has earned strong brand equity against its competitors in the dairy category by
offering high quality products at affordable prices. AMUL’s wide range of products is
easily accessible and resonates deeply with its customers for its strong corporate values.
Comment on the strategies AMUL has adopted for successfully creating a brand image
of a healthy, reliable, fun-loving and youthful brand. (10 Marks)

3.a. Brand Mantra has profound implications for marketing of a brand. The Brand Mantra
anchors the brand in the right direction. Nike is a brand with keen sense of what is
represents and its Brand Mantra is “authentic athletic performance”. Explain how Nike
exemplifies its Brand Mantra. (5 Marks)

3.b. Zomato is one of the largest food delivery platforms in India. The company’s app
provides its customers with a hassle-free, fast and reliable delivery experience. The
‘unprecedented’ interest in its initial public offering (IPO) and its stellar debut on stock
market best explains its acceptance and tremendous success in the food delivery space.
Explain how digital platform based brands like Zomato create customer engagement?
(5 Marks)

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