Final Exam (Take-Home) Summer - 2020
Student Name: Muhammad Asif Muneer
Reg. ID: 021-19-46752
Program: MBA
Instructor: Dr. Faheem Bukhari
Subject: Advertising and Brand Management
Max. Marks: 30
Department of Business Administration
Q. No.
1
2
3
4
5
Total Marks
6
6
6
6
6
6
7
Obtained Marks
Please follow the instructions carefully:
1. Write your answers in a Word file or any other format specified by the instructor and upload
the file before the due date on LMS.
2. Write your name and registration ID on the first page of your Word file.
3. Answer scripts can be uploaded on LMS any time before its deadline. Therefore, do not
wait for the last hour to avoid any unforeseen problems.
4. Submission of answer copy(ies) will be considered acceptable through LMS only.
Therefore, do not submit your document through email or any other medium.
5. Use 12 pt. font size and Times New Roman font style along with 1-inch page margins.
6. Follow the requirements of the word limit and the marking criteria while writing your
answers.
7. Provide relevant, original and conceptual answers, as this exam aims to test your ability to
examine, explain, modify or develop concepts discussed in class.
8. Do not copy answers from the internet or other sources. The plagiarism of your answers may be
checked through Turnitin.
9. Recheck your answers before the submission on LMS to correct any content or language related
errors.
10. Double check your word file before uploading it on LMS to ensure that you have uploaded the
correct file with your answers.
Question 1
Develop the Brand association map of IQRA University as, what comes in your mind when you
hear about IQRA University, please draw a map? Keeping in view the Brand Identity Prism
model, please develop the brand identity model of Shan Foods [Marks 6] Word count limit 300
Answer: Iqra University Brand Association Map.
Flexible timings of
classes
Number one
University
Outstandin
g teaching
staff
Iqra University
Education of
best quality
A reliable and
trusted in name
in job market.
Good
infrastruction
Answer: Brand identity prism of Shan foods.
Physique:
Red logo with yellow writing makes it different
Personality:
Prime quality of products with inovation
Relationship:
Delighted and delicious food for sharing with family and friends in every occasion of joy and
celebration
Culture:
Sub-continental culture
Reflection:
Traditional and premium
Self-image:
Quality, premium and traditional.
Question 2
Pick any of your favorite brand and how you will answer each step mentioned in the below
CBBE model proposed by Keller. [Marks 6] Word count limit 300
CBBE Model of Lays.
Answer:
Identity (what are you?)
A market leader in snacks industry.
Meaning (what are you).
Comes with different flavors makes every moment, every celebration tasty enough to enjoy.
Response (what about you?).
Taste makes lays the leader of snacks industry, customer has blind trust on lays snacks, people
prefer to buy this snacks when they feel little hungry.
Relationships (what about you and me?)
Lays has strong relationship with customers because they have strong repetitive buying behavior.
Question 3
Do you believe that ad creativity is the only aspect that helps the brands to be effective? Do you
agree or disagree with this statement? Please narrate your answer with an example. [Marks 6]
Word count limit 300
Answer: I do not agree with the statement that creative ads are only responsible for the brand
effectiveness. There are several other things that equally responsible for brand effectiveness.
What makes brand effective? Brands must have to know their target audience, when the brand is
being built it is very much important to know who we are trying to reach. Brands must get very
specific, it should work out interests, lifestyle and motivation of its prospects audience.
Consistency is also one of the factor which is crucial to the effectiveness of brands building, if
one company is not consistent it is quite hard for them to build a brand. In addition innovation
and impressive logo, along with best services are the factors which help brands to be effective.
Question 4
The component of IMC (Integrated marketing communication) is vital and companies are trying
their best to have an effective integrated approach but, in many cases, not been able to achieve
the communication objectives. What could be the reasons, please discuss. [Marks 6] Word
count limit 300
Answer:
It normally happens when the target audience perceive or interpret the message wrongly, or
when the target audience is totally missed out by the marketers. Sometimes it happens when the
medium chosen to communicate is not right, or the target audience is much fragmented than it
happens to that objectives of communication is totally missed.
Question 5
Tapal marketing head has assigned you a task to develop a creative brief for their upcoming new
flavored tea. As a brand manager, you need to gather the information by looking at the new
variant “FLAVORED TEA” and develop the brief as per your assumptions. [Marks 6] Word
count limit 300
Brand name
Brand
information
Campaign
objective
Tapal
A leading tea brand in Pakistan, targeting females of 18-45 age.
Brand awareness, leading to purchase intention
Choice of every family, tapal with a new flavor to add more fun to
tea.
Brand
positioning
Target market
New variant
Brand voice
Key insight
Campaign
duration
Execution
requirements
18-45 females
Flavors, like strawberry, chocolate, vanilla etc.
Zaiqa rango ka
Key market is tea loving people of Pakistan.
8 weeks
TVC, Radio, Print media, Social Media