Question 1:

Critically examine the importance of product design, New Product Development (NPD) and explain the reasons for failures in NPD and how would you overcome them?

Question 2:

(a) What are your favourite brands and why?

(b) Select two consumer brands of your choice which compete in the same market. Evaluate their relative points of parity and points of
difference using the positioning guidelines to support your answer.

(c) Examine the umbrella and portfolio approaches to branding?

Question 3:

Write short notes on the following :

(a) Importance of trade mark
(b) Causes of brand failure
(c) Five Discovery Skills that make innovators different
(d) Concept of selling the brand inside
(e) Globalisation v/s localisation strategies