NPTEL Product and Brand Management Week 11 Assignment Answers 2024

NPTEL Product and Brand Management Week 11 Assignment Answers 2024

1. What is one of the key steps involved in developing a brand architecture strategy?

• Conducting market research on competitors
• Defining brand potential
• Implementing employee training programs
• Increasing shareholder dividends

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2. In a brand-product matrix, what do the rows primarily represent?

• In a brand-product matrix, what do the rows primarily represent?
• Competitor analysis
• Brand-product relationship
• Product-brand relationship

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3. What is another term for the single-brand strategy where a company uses the same brand across diverse offerings?

• Multi-brand strategy
• Sub-branding
• Umbrella branding
• Brand differentiation

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4. Nestlé uses distinct brands derived from its name—Nescafé, Nesquik, Nestea, and Nespresso—to identify the different offerings in its product line. which brand portfolio strategy does Nestlé primarily employ?

• Single-brand strategy
• Multi-brand strategy
• Brand extension
• Co-branding

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5. What is a key advantage of using a multi-brand strategy (house of brands)?

• Limited possibility of a negative halo
• Significant resource investment
• Long time horizon
• Unutilized brand portfolio synergies

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6. What is the primary purpose of conjoint analysis in marketing research?

• To forecast quarterly sales revenue
• To analyze competitors’ pricing strategies
• To profile the consumer decision process concerning products and brands
• To track customer satisfaction levels

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7. Which approach to brand valuation emphasizes the discounted future cash flow from the brand’s future earnings stream?

• Cost approach
• Market approach
• Income approach
• Profit approach

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8. Which of the following method assume theoretically a company does not own the brand it operates under but instead licenses the use from another.

• Royalty relief method
• Excess margin
• Volume premium method
• Conversion method

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9. ____________ refers to the strategy of stretching the meaning of a brand by associating it with a type of offering that the brand has not been associated with in the past.

• Co-branding
• Brand extension
• Brand dilution
• Brand reinforcement

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10. When a new brand is combined with an existing brand, the brand extension can also be called:

• A co-brand
• Parent brand
• A sub-brand
• A brand merger

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