Measuring Brand Equity

ACTIVITY 5
MG645 Brand Management

Lesson 5: Brand Strategies

Activity 5: Measuring Brand Equity (100 points)

Research the Starbucks brand and create a research study to measure the brand equity of Starbucks. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (100 points) (A 4-page response is required for the combination of Parts A, B, C, and D.)

Part A Define the subjects (people) that you will target for the study.

Part B Select two (2) qualitative techniques for the study. Define each technique and then explain your rationale for choosing them.

Part C Develop a five (5) question quantitative survey that deals with each of the following issues. Each question must be followed by your rationale for asking it.
1. Develop one (1) question that establishes the consumer’s association with Starbucks.
2. Develop two (2) questions that measure brand awareness about Starbucks.
3. Develop two (2) questions that measure the brand image of Starbucks.

Part D Address the following elements that impact the Starbucks brand’s long-term brand value:
1. Brand Vision
2. Brand Actualization
3. Brand Persistence and Growth
4. Risks in the Marketing Environment
5. Firm Behaviors

Grading Rubric

Please refer to the rubric on the following page for the grading criteria for this assignment.