Brand report | Marketing homework help

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 

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