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
1.Historical overview and background
• Conduct quantitative research to identify:
– Brand awareness/usage – Brand performance
– Brand imagery
– Brand judgments/attitudes – Brand resonance
Important: Min. sample size of 10 consumers
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 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
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