Brand Equity Measurement system-2.pdf - Brand Audit Brand...

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Brand Audit - Brand Equity Measurement System 1 Factors to be tracked Consumer benefit sought in purchasing a product Key product features (satisfaction versus expectations) Key positioning variables Brand Audit (qualitative) Step 1 (brand exploratory): This step is done based on qualitative consumer research. The goal is to generate all possible statements (benefit sought, product, positioning) and brand associations related to the brand. Step 2: (Inter-judge validation) After selecting three independent judge (ex. Faculty), the statements generated in step 1 are being merged based on their meaning. For example, the 200 statements were generated in Step 1 resulted in a reduced list of 53 statements.
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