Question:

(a) Explain with examples the meaning of shadow branding?

(b) What is the difference between umbrella branding and portfolio branding?

(c) List the six market strategies for protecting Intellectual Property Rights (IPRs).

(d) What is the optimum size of a product line?

(e) Give three reasons why branding is important to an organisation.

(f) Draw a diagram of the BCG matrix, label the axes and show where the various product categories fit.

(g) Explain the sequence of a Blue Ocean Strategy for a new product development.

(h) Differentiate with examples the concept of point of parity and point of difference.

(i) Explain the concept of selling the brand inside.

(j) Compare and contrast Reverse Positioning and Breakaway Positioning strategy.