Brand tracking questionnaire

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

 

Report details 

  • 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

introduction

1.Historical overview and background 

  • Parent company background
  • Existing brands
  • History of chosen brand
    – Any changes in positioning/target market? – Competitors
    – Exisiting brand extensions (if any)
  • 2. Brand inventory 
  • Brand elements
  • Brand associations
    Positioning strategy (POP/POD)
    Target market
    Existing campaigns

3.Consumer perceptions 

• Conduct quantitative research to identify:

– Brand awareness/usage – Brand performance
– Brand imagery
– Brand judgments/attitudes – Brand resonance

Important: Min. sample size of 10 consumers

4. Findings 

  • 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)?

5. Recommendations 

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?
Objectives 

Understand what consumers think of the brand
Can 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

  • attachment

    Brandtrackingquestionnaire.pdf
  • attachment

    BrandAudit_SPR19.pdf
  • attachment

    BrandAuditsample_Rolex.pdf
  • attachment

    BrandAuditExample_PG_SPR19.pdf
  • attachment

    T9_BM_SPR19.pdf
  • attachment

    T10_BM_SPR19.pdf
  • attachment

    L12_notes1.docx
  • attachment

    L12_notes1.doc
  • attachment

    Lecture7Notes.doc
  • attachment

    L9_BM_SPR19-11.pdf
  • attachment

    L6_slides_SPR_19.pdf
  • attachment

    L12_SPR192.pdf
  • attachment

    L7_BM_SPR19-1.pdf

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