SECTION A SHORT ANSWER QUESTIONS (TOTAL = 50 MARKS)

This section contains 5 questions. Answer ALL questions.

QUESTION 1

Explain FIVE importance of brand experience using PETRONAS brand as an example.

(10 MARKS)

QUESTION 2

Explain the definition of brand reinforcement, long-term effective brand management and revitalization.

(10 MARKS)

QUESTION 3

Explain FOUR ways how brand resonance started to influence the target market

(10 MARKS)

QUESTION 4

Explain the comparison between line extension, complementary product extension and customer base extension.

(10 MARKS)

QUESTION 5

Explain the following logo types with an appropriate example:

1. Lettermarks
2. Wordmarks
3. Pictorial Marks