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 questi

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 brandCan 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