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

• Sample Brand Tracking Survey

  Introduction: We’re conducting a short online survey to gather consumer opinions about quick-service or coffeehouse chains.

  Brand Awareness and Usage

  a. What brands of coffeehouse chains are you aware of?

  b. At which coffeehouse chains would you consider visiting?

  c. Have you visited a coffeehouse chain in the last week? Which ones?

  d. If you were to visit a coffeehouse tomorrow, which one would you go to?

  e. What are your favorite coffeehouse chains?

  We want to ask you some general questions about a particular coffeehouse chain, Starbucks.

  Have you heard of this brand? [Establish familiarity.]

  Have you ever visited a Starbucks coffeehouse? [Establish trial.]

  When I say Starbucks, what are the first associations that come to your mind? Anything else? [List all.]

  Brand Judgments

  We’re interested in your overall opinion of Starbucks.

  a How favorable is your attitude toward Starbucks?

  b. How well does Starbucks satisfy your needs?

  c. How likely would you be to recommend Starbucks to others?

  d. How good a value is Starbucks?

  e. Is Starbucks worth a premium price?

  f. What do you like best about Starbucks? Least?

  g. What is most unique about Starbucks?

  h. To what extent does Starbucks offer advantages that other similar types of coffeehouses cannot?

  i. To what extent is Starbucks superior to other brands in the coffeehouse category?

   

   

  j. Compared to other brands in the coffeehouse category, how well does Starbucks satisfy your basic needs?

  We now want to ask you some questions about Starbucks as a company. Please indicate your agreement with the following statements.

  Starbucks is . . .

  a. Innovative

  b. Knowledgeable

  c. Trustworthy

  d. Likable

  e. Concerned about their customers

  f. Concerned about society as a whole

  g. Likable

  h. Admirable

  Brand Performance

  We now would like to ask some specific questions about Starbucks. Please indicate your agreement with the following statements.

  Starbucks . . .

  a. Is convenient to visit for coffee

  b. Provides quick, efficient service

  c. Has clean facilities

  d. Is ideal for the whole family

  e. Has delicious coffee

  f. Has tasty snacks

  g. Has a varied menu

  h. Has friendly, courteous staff

  i. Offers fun promotions

  j. Has a stylish and attractive look and design

   

   

  k. Has high-quality food

  l. Has baristas who prepare excellent coffee

  Brand Imagery

  a. To what extent do people you admire and respect visit a Starbucks?

  b. How much do you like people who frequently visit Starbucks?

  c. How well do each of the following words describe Starbucks?

  Down-to-earth, honest, daring, up-to-date, reliable, successful, upper class, charming, and outdoorsy

  d. Is Starbucks a coffeehouse chain that you can visit at a variety of different times of the day?

  e. To what extent does thinking of Starbucks bring back pleasant memories?

  f. To what extent do you feel that you grew up with Starbucks?

  Brand Feelings

  Does Starbucks give you a feeling of . . .

  a. Warmth?

  b. Fun?

  c. Excitement?

  d. Security or confidence?

  e. Social approval?

  f. Self-respect?

  Brand Resonance

  a. I consider myself loyal to Starbucks.

  b. I buy Starbucks whenever I can.

  c. I would go out of my way to visit a Starbucks.

  d. I really love Starbucks.

  e. I would really miss Starbucks if it went away.

   

   

  f. Starbucks is special to me.

  g. Starbucks is more than a product to me.

  h. I really identify with people who go to Starbucks.

  i. I feel a deep connection with Starbucks as a company.

  j. I really like to talk about Starbucks to others.

  k. I am always interested in learning more about Starbucks.

  l. I would be interested in merchandise with the Starbucks name on it.

  m. I am proud to have others know that I eat at Starbucks.

  n. I like to visit the Starbucks Web site.

  o. Compared to other people, I follow news about Starbucks closely.