Home  >  UGC NET  >  UGC NTA NET JRF Mass Communication & Journalism Previous Papers Questions

Directions (Qs. 46-50) : Read the following passage and answer the questions. Brands have been around since ancient times. In 3000 BC, in Ancient Egypt, symbols were used to identify the bricks leading to pharaoh tombs; in 2000 BC, in ancient Palestine, signs were employed to distinguish pottery. The word brand comes from the Old Norse word brandr (North Germanic language of the Scandinavian peoples prior to 1350 AD) which means 'to burn' or, more specifically, to mark livestock. According to a widely accepted definition, a brand is a name, term, sign, symbol, or design, or a combination of these elements intended to identify and differentiate a product in the minds of concerned subjects. According to this definition, there are four ingredients which characterize a brand. Firstly, a brand consists of names, symbols, designs, or any other feature, which constitute its brand elements. These brand elements refer to the logotype, packaging and other tangible constituent parts of a product. Secondly, brands identify and differentiate a branded product, both roles being the fundamental functions of a brand. A brand identifies the goods and services of a seller and attests the product's source. Identification is objective; it relies only on the capacity of names, symbols, designs and any other external cue to describe or insinuate where the offering comes from. Other than the purpose of identification, a brand differentiates the seller's offering from that of competitors. Contrary to identification, differentiation is subjective and depends on consumers' perceptions, attitudes and behaviour towards the brand. Differentiation does not occur just because the name or logotype on a product is distinct from that of competitors; differentiation implies that consumers perceive differences among brands in a product category. Therefore, it is possible that a brand name or logotype identifies a product but does not differentiate it from competitors. For example, brand name mentions product categories such as writing pads, rubbers, felt tip pens, markers and photocopy paper, where brands, despite having distinctive brand elements, do not differentiate. Hence, brand elements per se do not differentiate. In short, both functions are necessary and only when a brand identifies and differentiates a product is it possible to talk about a branded product. Thirdly, brands involve products. Products, in a wide sense, refer not only to physical goods and services, but also to experiences, retailers and distributors, events, people, geographical locations, properties, organizations, information and ideas. Hence, almost everything can be branded, as some well-known branding cases confirm. For example, a number of physical goods, once considered commodities, have been successfully branded in recent years. Also 'products' such as sports, political candidates and religions are actively branded today. Lastly, a brand's identification and differentiation functions occur in the minds of the subjects concerned. A brand is thus ultimately something that resides in the subject's memory. 46. What is the intended use of a brand?

🎲 Try a Random Question  |  Total Questions in Quiz: 1714  |  🧠 Study this quiz with Flashcards
This question is part of a full practice quiz:
UGC NTA NET JRF Mass Communication & Journalism Previous Papers Questions — practice the complete quiz, review flashcards, or try a random question.
🧠 Flashcards (fast review) 🧪 Practice Quiz ⚔️ Challenge a Friend 🥊 📊 View Stats
1700+ communication & journalism questions.The UGC NET Mass Communication and Journalism syllabus consists of 10 units: Communication & Journalism  Role of media in society, Demographic & sociological impact of media, effects Journalism- role & responsibilities, Indian constitution Magazines, Press Commission, Small Newspaper, Press Councils, Development of Radio after independence, Development of Television, Committees in broadcasting, Communication & theories of social change, Role of media in social change, and Cinema Dominant paradigm & alternative conception Administrative &... Show more

Directions (Qs. 46-50) : <em>Read the following passage</em> <em>and answer the questions.</em> Brands have been around since ancient times. In 3000 BC, in Ancient Egypt, symbols were used to identify the bricks leading to pharaoh tombs; in 2000 BC, in ancient Palestine, signs were employed to distinguish pottery. The word <em>brand </em>comes from the Old Norse word brandr (North Germanic language of the Scandinavian peoples prior to 1350 AD) which means 'to burn' or, more specifically, to mark livestock. According to a widely accepted definition, a brand is a name, term, sign, symbol, or design, or a combination of these elements intended to identify and differentiate a product in the minds of concerned subjects. According to this definition, there are four ingredients which characterize a brand. Firstly, a brand consists of <em>names, symbols, designs,</em> <em>or any other feature, </em>which constitute its brand elements. These brand elements refer to the logotype, packaging and other tangible constituent parts of a product. Secondly, brands <em>identify </em>and <em>differentiate</em> a branded product, both roles being the fundamental functions of a brand. A brand identifies the goods and services of a seller and attests the product's source. Identification is objective; it relies only on the capacity of names, symbols, designs and any other external cue to describe or insinuate where the offering comes from. Other than the purpose of identification, a brand differentiates the seller's offering from that of competitors. Contrary to identification, differentiation is subjective and depends on consumers' perceptions, attitudes and behaviour towards the brand. Differentiation does not occur just because the name or logotype on a product is distinct from that of competitors; differentiation implies that consumers perceive differences among brands in a product category. Therefore, it is possible that a brand name or logotype identifies a product but does not differentiate it from competitors. For example, brand name mentions product categories such as writing pads, rubbers, felt tip pens, markers and photocopy paper, where brands, despite having distinctive brand elements, do not differentiate. Hence, brand elements per se do not differentiate. In short, both functions are necessary and only when a brand identifies and differentiates a product is it possible to talk about a <em>branded </em>product. Thirdly, brands involve <em>products.</em> Products, in a wide sense, refer not only to physical goods and services, but also to experiences, retailers and distributors, events, people, geographical locations, properties, organizations, information and ideas. Hence, almost everything can be branded, as some well-known branding cases confirm. For example, a number of physical goods, once considered commodities, have been successfully branded in recent years. Also 'products' such as sports, political candidates and religions are actively branded today. Lastly, a brand's identification and differentiation functions occur in the <em>minds </em>of the subjects concerned. A brand is thus ultimately something that resides in the subject's memory.<br /> 46. What is the intended use of a brand?






 
❤ If you liked Fatskills, consider supporting us by checking out The Life Manuals You Never Got.

🌈  Our mission is to help improve your scores in any subject and exam withonline quizzes, practice tests, study guides, & advice for students. Since 2018.
About | Explore | User Guide | Topics | Subjects | Doubt Solver | Career Aptitude Test | Answers | Free Tools | What Should We Know?
Privacy | Terms |
Without work one finishes nothing. - Ralph Waldo Emerson
© 2026 Fatskills.com

All trademarks, logos and brand names are the property of their respective owners. All company, product and service names used in this website are for identification purposes only. Use of these names, trademarks and brands does not imply endorsement.