Overview: “Comparing brands”
To complete the assignment, you need to be familiar with the customer based brand-equity (CBBE) model (Chapters 2 and 3, Keller 2013). The CBBE model looks at building a brand as a sequence of steps required for successfully achieving set objectives. The first step – brand salience – ensures the identification of the brand by customers as well as the association of the brand with a specific product class and customer need.
Choose any two brands from a FMCG product category in Australia. Choose one brand that is prominent in the marketplace and another one (same product category), which you feel Australian consumers are not very familiar with. Conducting primary research in form of a survey, you are expected to measure and report on the breadth and depth of brand awareness (page 108; Keller 2013) for the chosen brands.
For any one of the brands discussed, identify a source of secondary associations (Chapter 7; Keller 2013) that you feel contributes significantly towards the brand’s equity. Using primary research, you have to construct a mental map by undertaking a ‘brand associations’ research
B R A N D A N D P R O D U C T M A N A G E M E N T
task. You are expected to report on the strength, favourability and uniqueness of brand associations (pages 76-79; Keller 2013) as well as present the brand’s mental map (pages 297 and 327; Keller 2013).
Your report should have the following components:
- Introduction (about a paragraph)
The introduction should highlight the main purpose of your report. Further, it should guide the reader/ examiner on the structure of your report.
- Brand awareness (3 to 4 pages)
- Theoretical discussion of the importance of brand awareness (about three-quarters to one page). Referring to 1-2 journal articles on brand awareness (concepts relating to brand salience, brand recall and recognition, brand familiarity), discuss the importance to measure a brand’s awareness. Do not regurgitate the Keller textbook.
- Presentation and discussion of breadth and depth of brand awareness for chosen products (about 2-3 pages). Research method, sample description, and survey structure, as well as results to be included in the appendix.
- Brand associations (about 3 pages)
- Discussion of the importance of brand associations (about half to three-quarters of a page). Referring to 1-2 journal articles, discuss the rationale for measuring brand associations from the authors’ perspective.
- Presentation and discussion of the “brand associations” findings including mental map (about two pages). Research method, sample description, and results to be included in the appendix.
- Conclusion (about a paragraph).
The last part of the report is the conclusion, which wraps up the key points of your work.
Marking criteria and standards
Theoretical discussion of importance of 1) brand awareness, its depth & breadth, and 2) brand associations.
Information dumping: shows no or very little evidence and critical discussion of information and no or little relevance to report.
Shows basic evidence of critical consideration and relevance of information, and/or content is poorly integrated with report.
Shows evidence of critical consideration and relevance of information. Content may be poorly integrated with report.
Sound consideration and relevance of information. Information may require better organisation.
Information is critically chosen and clearly organised to reflect the key issues in the report.
Description & application of
No or very little use of primary research or incorrect
Satisfactory use of primary research; some methods/sample description/anal
Good use of primary research, but methods/sample description/anal
Good use of primary research; sound application of
Excellent primary research; clear and consistent
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