need to design a questionnaire about 12 questions (including Likert scale, brand performance question, brand imagery question, brand judgment question, brand resonance question). see in sample questionnaire
5 pages maximum (there will be a penalty for exceeding page limit)
Font – 12pt, Times New Roman, single space
Use of figures/diagrams/graphs is encouraged
References, appendices not included in page limit
1.Historical overview and background
Parent company background
History of chosen brand– Any changes in positioning/target market? – Competitors– Exisiting brand extensions (if any)
2. Brand inventory
Brand associations Positioning strategy (POP/POD) Target market Existing campaigns
• Conduct quantitative research to identify:
– Brand awareness/usage – Brand performance– Brand imagery– Brand judgments/attitudes – Brand resonance
Important: Min. sample size of 10 consumers
Is there a gap between desired positioning and the positioning based on consumer perceptions? Why?
Which are the main drivers of brand equity (which of dimenions positively or negatively affect brand equity)?
What can be done to rectify the problem/s?
Play consultant and be creative
– Possible extensions?– Trimming the brand portfolio?– Change pricing? Packaging? website/? – Promotion campaign?
Understand what consumers think of the brandCan be broken up under the following: following 5parts should be mentioned see the sample (Rolex)– Historical overview and background
– Brand inventory– Consumer perceptions– Main findings– Recommendations
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