RIR Midterm Fall 2025 Question Paper

Daffodil International University Department of Business Administration Faculty of Business and Entrepreneurship Mid-Term Examination, Fall - 2025 Course Code: MKT 409, Course Title: Brand Management Batch: 62 A & 63 A, Teacher Initial: RIR Time: 1.5 Hrs Marks: 25 ___________________________________________________________________________ Answer ALL Questions Question 1 (CLO 1 Level 2) - 2.5+2.5=5 Marks a. Explain the five levels of a product using the case of “Walton Refrigerator.” b. Compare a product to a brand using real-life examples. Question 2 (CLO 2 Level 3) - 5 Marks The Bangladeshi skincare brand HerSkin Naturals wants to strengthen its position among young urban women aged 18–30. Despite offering safe, organic products, many consumers recognize the name but cannot recall specific product benefits or packaging details. Based on the context above, Apply the Customer-Based Brand Equity (CBBE) model to demonstrate the enhancement of brand knowledge and brand image that would move the brand closer to top-of-mind awareness for “HerSkin Naturals.” Question 3 (CLO 3 Level 4) - 5 Marks bKash and Nagad dominate Bangladesh’s mobile financial service (MFS) industry. Both offer instant money transfers, bill payments, and savings options. However, bKash is perceived as more trustworthy and widely accepted, while Nagad is known for speed and lower transaction fees. Analyze the Points-of-Parity (POPs) and Points-of-Difference (PODs) between bKash and Nagad, examining the different attributes influencing consumer perceptions and competitive positioning in the MFS market. Question 4 (CLO 4 Level 5) - 5 Marks Cha Chai , a popular Bangladeshi tea brand known for its strong, traditional flavors, is launching a new campaign called “Moments that Matter” to connect with young urban professionals. The campaign highlights shared tea breaks with friends, cozy evenings at home, and small daily celebrations that bring joy amid hectic city life. Through storytelling, social media challenges, and influencer collaborations, Cha Chai aims to evoke nostalgia for simpler times while appealing to modern lifestyles. Evaluate this campaign using the Brand Resonance Model, judging the effectiveness of Cha Chai’s strategy in building brand salience, performance, imagery, judgments, feelings, and ultimately resonance among its target audience.