Grass Isnt Greener

Praxis Business School Brand Image Measurement On Maggi Noodles Submitted to Prof. S. Govindrajan Product & Brand Management Part 1: Brand Image Measurement By Anil Nandyala (B11005) Richa Daruka (B11035) Rohit Khattar (B11036) Sonam Keshri (B11042)

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Index

Page No.

Executive Summary

3

Brief History of the brand & its Evolution over time

5

Instruments of Data Collection to measure : Quantitative Research Model Qualitative Research Model Presentation of findings and conclusions for: Quantitative Research Model Qualitative Research Model 13 22 7 12

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Executive Summary:

Brand image is the measure of customer’s view of the brand. We have chosen Maggi noodles as our brand to measure the brand image. The methods used for measuring brand image are • • Brand Asset Valuator Laddering Method

Brand Asset Valuator: Instrument for data collection Sample Size Questionnaire 33

The Brand Asset Valuator, a proprietary tool developed by advertising agency Young & Rubicam, measures Brand Image by applying four broad dimensions: Differentiation, Relevance, Esteem, and Knowledge. Brand Asset valuator tells where the brand stands now and how does the future look like. The current strength of the brand is measure by Brand Stature, which is sum of knowledge and esteem of the brand and the potential of the brand is measured by Brand Vitality, which is the sum of differentiation and regard. Brand strength and vitality are plotted on a powergrid to measure the brand image. Based on the analysis of the survey it is found that Maggi gains highest in Knowledge, Esteem and Relevance and stood second in differentiation. When plotted in power grid Maggi lies in quadrant 1, which means strong brand. Clearly, Maggi stands as leader as of BAV, but Maggi stood second in differentiation, which means for Maggi to continue as a leader in the future it has to work on differentiation.

LADDERING METHOD: Instrument for...