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Problem/Decision Issue Statement
What is the major problem or major decision issue facing the company? This question should be posed in action terms that specifically address the “Brand Problem” in the case (e.g. The major Brand problem facing this company. The main Brand decision that the company must make is how to
Sources of Brand Equity
What are the sources of brand equity? Describe the brand in terms of brand recognition, brand recall and purchase intent. How was the brand image and brand awareness built? What drives the target audience to buy the Brand (that is, what need is being met)?
Describe the brand in terms of: Salience, Performance, Imagery, Judgments, Feelings and Resonance (the CBBE model – Heller’s model
Brand Positioning
Use a short & succinct statement to express the Brand Positioning. Answer the following questions:
Who is the target market?
Who are the main competitors?
How is the brand similar to the competitors? (Points of parity)
How is the brand different from the competitors?(Point of difference)
Current Marketing Strategy
What strategies are currently being used?
Be brief but specific in terms of product, price, promotion and channels of distribution (place). Summarize the current marketing strategies and explain what is expected to be achieved and how these either support or undermine Brand strategy.
Your Solution
What would you do? Be specific. If you were making the decision (and donâ€
t base it on what they DID or based on what you know today), what Brand strategies would you use to solve the Problem?
Sample Solution
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