• April 26th, 2016

Brand, Strategy and Integration-short answer

Paper, Order, or Assignment Requirements

Under Armour (UA) is the brand selected for concentrated discussion for this unit
Read Chapters 8, 9 & 10 and answer following question. One reference for each question. Example is given.
1. Considering the new direction you are taking to your brand – Under Armour (UA), develop a brief brand tracking survey. What questions would you consider? (Hint: refer Branding Brief 8-1)

2. To gain answers for the above questions, what techniques would you use to gain the answers.

a. What qualitative techniques would you consider to ascertain consumer perception? What brand associations/equity aspects are you targeting to obtain?

b. What quantitative techniques would you consider to ascertain consumer perception? What brand associations/equity aspects are you targeting to obtain?

3. From the two main ways discussed in Chapter 10 to measure the benefits or outcomes of brand equity, what approach would you choose & why? (consider the approaches discussed under each method & choose one for this assignment).

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