brand report

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