Brand Awareness and Brand Associations - Case Study - Management Assignment Help

ASSIGNMENT TASK:

TASK:

Part A: Case study - Brand Reflection Report (25%)

Overview: ”Brand Awareness and Brand Associations”

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

Details

Choose any two brands from the following FMCG product categories available in Australia: instant coffee, instant noodles, potato chips, and toothpaste. 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 research you are expected to report on the breadth and depth of brand awareness (page 108; Keller 2020) for the chosen brands.

For any one of the brands discussed, identify the associations that you feel contribute significantly towards the brand’s equity. Using secondary research, you have to construct a mind map by undertaking a ’brand associations’ research task. You are expected to report on the strength, favourability and uniqueness of brand associations (pages 76-77; Keller 2020) as well as present the brand’s mind map (pages 333-334 and 364-365; Keller 2020).

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