Question

Topic: Research/Metrics

How To Analyze Custome Based Brand Equity

Posted by Anonymous on 10/3/2009 at 3:54 AM ET 125 Points
Sir, I am doing a research to analyze the cutomer based brand equity for FIAT brand. I have taken a survey to review the brands awarness and perception from 50 user and non users.


My next step would be to get more hard facts of Fiat in terms of performance and quality. Like Fiat engine is assembled in Maruti Swift which is one of the most popular car in India today in terms of performance.

Please suggest me the steps to help proceed further in analyzing the customer based brand equity.

Thanks and Regards,
Tamal
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RESPONSES

  • Posted by koen.h.pauwels on 10/3/2009 at 10:00 AM Accepted
    Hi Tamal,

    You are on the right path in obtaining brand awareness and perception of users and non-users, which protects you against the positive bias of only polling users. For quality and performance, I would do something similar, i.e. get 'objective' performance/quality data from a third party provider (eg Consumer Reports, JD Powers), instead of just focusing on the positive
  • Posted by Jay Hamilton-Roth on 10/4/2009 at 10:22 AM Accepted
    Also: https://www.edmunds.com and https://www.caranddriver.com
  • Posted by Chris Blackman on 10/7/2009 at 9:23 AM Accepted
    I suggest you ask existing owners if they would buy the same vehicle again!
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