need to design a questionnaire about 12 questions (including Like

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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