Documente Academic
Documente Profesional
Documente Cultură
Your task
Conduct a desk analysis on the equity of a brand, by applying the CBBE model This implies that:
First: You collect material on each dimension (i.e. salience, performance, imagery, judgments, feelings, and resonance) Second: You analyze each dimension of the equity of your brand using this material
The brand
You can decide the brand you want to analyze
It must be a well-known brand It can be any type of brand (FMCG, luxury, celebrity, country, sports, etc.)
The groups
Groups must be formed now
Group formation sheet
Each group must include 4 to 6 persons Each group has to identify a group leader
The group leader will be in charge of all communications between the group and me
The sources
Official reports and statistics Academic articles Magazines, newspapers, etc. Online forums and brand communities Specialized press and websites
The output
A PPT presentation
Minimum 10 slides, maximum 30 slides
Evaluation criteria
Fit with theory Quality and depth of desk analysis Quality and style of presentation