Sem: Dec-2024 Maximum Marks: 50 Examination: End Exam Date: Duration: 2.5hrs
Programme code: 18 Programme: MBA for Working Executive	Class: FY	Semester: III Batch- 2023-24
College: K. J. Somaiya Institute of Management	Name of the department/Section/Center:
Course Code:	Name of the Course: Strategic Brand Management
Instructions: Read the Case Study on ‘Dant Kanti’ and Answer the Question Nos 1-4 based on the case study. Answer any one question from Question Nos 5 -7.

Question No.	Max. Marks
What are the challenges that Patanjali faced to build its brand ‘Dant Kanti’?	10
Discuss the communication strategy employed by brand ‘Dant Kanti’ to compete against the well-entrenched ‘Colgate’ toothpaste. How was the outcome?	10
What are the challenges that new brands face when competing in a well-established category? Explain with respect to ‘Dant Kanti’ challenging the well-established ‘Colgate’ brand in the toothpaste category?	10
How did ‘Colgate’ brand build its supremacy over the decades in the Indian market among the consumers?	10
What are the challenges to build brands in highly competitive and disruptive markets? Explain with respect to any brand of your choice.	10
What is brand personality? Explain the qualitative methods or quantitative method to measure brand personality?	10
What is brand architecture? Explain different forms of brand architecture with the help of examples of your choice.	10