DESCRIPTION VALUE DUE

DESCRIPTION VALUE DUE

Case study: Brand reflection report (1,000 words) 30% by 11:59pm on Monday, 4 Sept 2023.

The objective of this assignment is to assess students ability to measure, compare and critically analyse brand salience and brand associations of two brands available in the Australian market. It is expected that students will be able to truly understand the importance of brand communications strategies for brand managers.

To complete the assignment, you need to be familiar with the customer-based brand-equity (CBBE) model by Keller (Chapters 2 and 3, 2019). 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 step 2 allows for identification of relevant brand associations of the brand with a specific product class and customer need.

Details

Choose any two brands from the following FMCG product categories available in Australia:Milk,Confectionary,DeodorantandCereal. 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 secondary (with focus on digital marketing data, e.g. social media, consumer reviews, company websites, etc.) and primary research you are expected to report on the breadth and depth of brand awareness (page 108; Keller 2019) for the chosen brands.

For any one of the brands discussed, measure the brand associations that you feel contribute significantly towards the brands equity. Using your secondary and primary findings (with focus on digital marketing data), you are expected to report on the strength, favourability and uniqueness of brand associations (pages 76-77; Keller 2019) as well as present the brands mind map (pages 333-336; Keller 2019).

Your report should have the following components:

1. Introduction (about 100 words) The introduction should highlight the main purpose of your report. Further, it should guide the reader/examiner on thestructure of your report.

2. Discussion

I. Brand awareness (400 words)

Presentation and discussion of breadth and depth of brand awareness for chosen brands. (Note: Target market description; secondary and primary data results to be included in the appendix).

II.Brand associations (about 400 words)

Presentation and discussion of the brand associations findings including mind map. (Note: Secondary and primary data results to be included in the appendix).

3. Conclusion (about 100 words).

The last part of the report is the conclusion, which wraps up the key points of your work.