QUESTION 1 a) What do you understand by the term CORPORATE REBRANDING? b) Discuss at least four pitfalls in the corporate rebranding process c) Identify and discuss at least six (6) factors for effective corporate rebranding (3 marks) (10 marks) (12 marks) QUESTION 2 Brands may be linked to other entities that have their own knowledge structure in the mind of the consumer Consumers may infer that some associations that characterize the entity may also be true for the brand. As the marketing manager of GOD IS LOVE COMPANY, discuss five (5) different means by which you can create secondary brand knowledge to build brand equity (20 marks) QUESTION 3 You have been appointed the new marketing manager of MILLICOM VENTURES, discuss the brand building blocks, and branding objective at each stage to create brand equity (20 marks) QUESTION 4 As a marketing manager for VITS COMPANY LIMITED, you are to choose the best brand clements that will build strong brand equity for your product in particular and the company at large What is a brand element, discuss five (5) brand elements that you can use in your company and six (6) main criteria for choosing those brand elements (20 marks) QUESTIONS A brand is a name, term, sign, symbol, design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of their competitors. Clearly discuss four (4) importance of brands to a firm and consumers respectively (20 marks) END OF PAPER