MKT2BBM Digital Branding And Retailing - Brand Health Tracker Survey

Assignment 1: Brand Health Tracker Survey

However, before you can write a brand health tracker survey, you must identify what dimensions of brand performance are relevant to your brand and the type of questions that will best measure them. Therefore, your task for this assignment is three-fold: i) understand the key dimensions of brand performance that are of interest to you as the Assistant Brand Manager; ii) select appropriate measures; and iii) write the survey. 

Your report should include the following:

1. Brand context: (aprox 800-1000 words)
   1. Overview of the brand: What industry does the brand operate in? What geographical markets does it serve? What size is the brand (is it the market leader or a small, local brand?)
   2. A description of how consumers think, feel and act towards the brand using Keller’s brand resonance model 
   3. Analysis of brand positioning 
   4. Summary of key dimensions of brand performance to measure:

• Needs satisfied/category
• Performance and imagery associations (including POP and POD)
• Judgments and feelings
• Resonance 
• Brand usage

• Selection and justification of questions: (aprox 300-400 words)

1. Justification of questions for each measure 

• Brand health tracking survey (not included in word count)