Subject Title: Brand Management                                                                          

                                                                                                                                                      Maximum Marks: 80           



Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9.




  1. Case Study : (Compulsory)



Burnol has been around for six decades as a yellow burns-relief ointment.  It has almost become a generic brand.  Its yellow colour reminds one of turmeric, the traditional burns-relief remedy.

The brand has been recently acquired by Dr. Morepen (a subsidiary of Morepen Laboratories Ltd.) from Reckit Piramal.  The brand has high recall value.  Morepen is the brand’s third owner (Boots is the first, Pirmal second).

Burnol’s position in the mind space of the consumer is that of the burns ointment.  It is open to marketers to reposition the brand.  But sometimes the brand does not budge from its original position.  Burnol is a typical example.  It is so strong as anti-burn ointment that it has become intractable.

Burnol introduced by Boots started domestic manufacturing in 1948. JWT handled the account.  Formerly, it was sold on prescription.  In 1960 it became over-the counter (OTC) product.

As Indian housewives depended upon kerosene or wood-fed stoves, Burnol became an integral part of the household.  In 1967, Burnol’s application was far widened, to include antiseptic properties against cuts and other wounds. But it did not succeed and Boots reverted to its original anti-burns position.  In 1972, Shield was launched by SKF as a competitive brand.  It was followed by Medigard by J.L. Morison.  But they could not affect Burnol.

In 1980, a commercial on DD showed a daughter entering kitchen and getting burns due to oil splash. The mother uses Burnol and the VO says “Haath jal gaya? Shukar hai ghar mein Burnol jo hai”.

Kitchen became safer in 85s after the switch-over to LPG-based cooking and the use of gas-lighter instead of the match boxes.  Burnol started stagnating.

Though the product had high recall, the actual reality was that households did not keep the product handy.  Plain water was being recommended to treat burns.  Turmeric, as it causes stains, was becoming a liability.  The product composition was changed by changing colour from deep yellow to non-staining light yellow.  People were coaxed to keep the product within easy reach, Sales showed some improvement.

In 1995, again it was repositioned as antiseptic for multiple usages. The colour was made even lighter. It was given a new perfume.  But the brand failed to compete with other antiseptic creams such as Boroline and Dettol. The brand could not be moved from its ‘burns’ spot in the consumer mind. It’s becoming generic as a burns remedy proved to be its cause for stagnation.

In 2000, Burnol was sold to Reckitt Pirmal for 12.5 crore.  It became Burnol Plus.  It was positioned as ‘first aid cream’.  It registered a turnover of ` 6.2 crore in 2002. As Reckit Pirmal joint venture came apart, Burnol was sold to Dr. Morepen in 2003.  It is being relaunched in April 2004.




Burns market including dressings stand as ` 39 crore. Antiseptic market stands at ` 210 crore.  The old need is passing into history. The strategy should be to retain its original uniqueness, and still broad-base it.  There are new dangers such as geysers, irons, ovens and so on.  Burnol can become a cream that ensures safety if present. Burnol should be promoted as brand that cares.

Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always.



As a Management consultant give your comments on Burnol as a brand.



  1. What do you understand by the concept of a Brand? Describe the characteristics of Brands.


  1. a. Define the Brand Image. Explain the dimensions of Brand Image.
  2. What is meant by Brand Identity? Explain the different elements of Brand Identity.


  1. Discuss in detail the different stages of brand building process.
  2. a. What is Brand Audit?  Explain its importance.
  3. Describe the two steps in brand audit.


  1. “Positioning is an outcome of our perceptions about the brand relative to the competing brands” – Discuss with examples.


  1. How do consumers perceive and choose brands? Discuss.


  1. What are the different phases of strategic brand management process?


  1. Discuss the “TEN COMMANDMENTS” of Global Branding.







Max. Marks:80





PART – A                               (10 x 5 = 50)

Answer Any FIVE Questions

  1. What is Advertising? Discuss its objectives and point out the problems of advertising in India.


  1. How is Advertising effectiveness tested?


  1. What are the important features of an Advertisement Copy?


  1. Discuss the essential features of a sound advertising policy.


  1. Mention the functions of an advertising agency.


  1. Examine the function to be considered in the selection of Media for advertising.


  1. What is sales promotion? Why it is importance in marketing industrial product?


  1. Distinguish between Coupon and Sampling.


  1. What are the factors governing basic Promotional strategy?


  1. Outline the different methods of providing discounts in the selling process.


PART – B                       (2 x 15 = 30)

Answer Any TWO Questions

  1. “Advertising Sells Product”. Do you agree with this statement? Give reasons and explain the functions performed by advertising.


  1. “The success of Advertisement campaign depends on proper selection of Media” – Discuss.


  1. “Advertising brings long-term benefits but Sales promotion is for quicker result”. Explain with an example.


  1. Analyze the distinctive features of various elements of the Promotional mix. Illustrate with a suitable example.


  1. Outline the different methods of providing discounts in the selling process.








Note: Attempt any five questions. All questions carry equal marks

  1. Discuss the changing scenario of business environment in India and its principal implications for the business.
  2. (a) Explain the dualistic character of Indian economy and the problem of uneven income distribution.

(b) Outline the development of consumer movement in India.

  1. (a) Write notes on (i) adjudication machinery for settlement of disputes, and (ii) Employees Pension Scheme, 1995.

(b) Enumerate the powers of the Central Government to control production, supply and distribution of essential commodities under the Essential Commodities Act, 1955.

  1. Describe the important amendments proposed under the Companies (Amendment) Bill, 2003 and the additions proposed thereto by lrani Panel.
  2. (a) Can SEBI compel a public company to get its securities listed on the stock exchanges while making a public issue? On what grounds can the listed securities be delisted by a stock exchange? State the rules in this regard.

(b) “The role of stock exchanges in India need not be over – emphasized”. Comment.

  1. Describe the evolution of the concept of corporate governance and outline the various measures adopted in India to ensure good corporate governance.
  2. Make a critical assessment of New Economic Policy keeping in view the long term objectives of economic development.
  3. (a) What are the objectives of EXIM policy 2002 – 07? Explain its main provisions.

(b) Write an explanatory note on functions and coverage of WTO.

  1. Distinguish between the following:

(a) Micro Environment and Macro Environment

(b) Economic Growth and Economic Development

(c) Money Market and Capital Market

(d) Entrepreneurship, Role and Promotional Role of Government