Question
Topic: Branding
Comparison Between Brand Image And Brand Identity
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I am asked by my project guide in IDBIL to compare the brand identity and brand image of IDBIL.
my question is: 1) How should I frame the objective.
Should it be a hypothesis testing like
Null hypothesis: There is no significant difference between brand identity and brand image of IDBIL.
Alternate Hypothesis: there exists significant difference between brand identity and brand image of IDBIL.
2) How about the sampling. should I interview both employees and customers?
3) should I use two different set of questionnaires for each of them or can I rely on secondary data to identify the brand identity?
4) since my study spans only for two months( this study is as part of the course requirement) I am thinking of using a questionnaire.Is perceptual mapping sufficient for the study? what about using Young and Rubicam's brand asset evaluator or Aaker's brand personality list or should I start from scratch by identifying associations.
I am in real confusion. Hope some one would help.
Asha