The purpose of this project is to assess students’ abilities to measure, evaluate, and critically analyze the brand salience and associations of two Australian brands. Students are expected to be able to justify the value of brand salience and brand connections to brand managers.
The report should be typed on one side only of single A4 sheets with 1.5 line spacing and 2cm margins. It should not exceed 1,500 words (excluding cover sheet, reference list and appendices). Include in the appendix all secondary data research (netnography).
You must be familiar with the customer-based brand-equity (CBBE) concept in order to complete the assignment (Chapters 2 and 3, Keller 2013). The CBBE model views brand development as a series of processes required to achieve certain goals. The first phase, brand salience, guarantees that buyers recognize the brand, while step two allows for the identification of meaningful brand associations of the brand with a certain product class and customer need.
Details
Select any two brands from the FMCG product categories accessible in Australia: instant coffee, instant noodles, potato chips, and toothpaste. Choose one brand that is well-known in the marketplace and another (similar product category) that you believe Australian consumers are unfamiliar with. When conducting secondary research, you are expected to report on the breadth and depth of brand awareness for the selected companies (page 108; Keller 2020).
Identify the associations that you believe contribute significantly to the equity of any of the brands highlighted. You must create a mental map using secondary information by conducting a ‘brand associations’ research activity. You must report on the strength, favorability, and uniqueness of brand connections (pages 76-77; Keller 2020).
Your report should have the following components:
1. Introduction (about 150 words)
The introduction should highlight the main purpose of your report. Further, it should guide the reader/examiner on the
structure of your report.
2. Discussion
I. Brand awareness (600-650 words)
-
- Theoretical discussion of the importance of brand awareness (about 200-250 words). Referring to 1-2 journal articles on brand awareness (concepts relating to brand salience include brand recall, recognition, and brand familiarity), discuss the importance of measuring brand awareness. Note: Do not regurgitate the Keller textbook.
- Presentation and discussion of breadth and depth of brand awareness for chosen brands (about 400-450 words).
(Note: Secondary data results to be included in the appendix).
II. Brand associations (about 600-650 words)
a. Discussion of the importance of brand associations (about 200-250 words). Referring to 1-2 journal articles,
discuss the rationale for measuring brand associations from the authors’ perspective.
b. Presentation and discussion of the “brand associations” findings including mind map (about 400-450 words).
(Note: Secondary 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.
