Student Questions - How to measure branding strategy? from Anonymous: MarketingProfs Question 36752

Topic: Student Questions

How To Measure Branding Strategy?

Posted by Anonymous on 5/16/2011 at 11:26 PM ET 25 Points

I am doing a thesis on branding strategy of a company. Can we measure branding strategy using questionnaires as I intend to do it quantitatively.

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Posted by Gary Bloomer on 5/20/2011 at 8:21 PM Accepted

Yes.
Posted on 5/20/2011 at 8:54 PM Accepted

It depends on what exactly you want to measure, for what company, and how well the questionnaires are designed.

I've learned that questionnaire design can have more impact on results than I would ever have imagined.
Posted on 5/22/2011 at 10:44 PM Author

I intend to send this survey to companies that are still in the early stages of branding and it is as a check list whether they had done this or that to evaluate the true brand identity has really been applied..is it okay?
Posted on 5/23/2011 at 7:46 AM Moderator

What is your objective? What do you get out of this? Is it just a sneaky way to get new clients, or is this legitimate research for some higher purpose?
Posted on 5/24/2011 at 12:04 AM Author

My objective is to evaluate the reason why some of the local brand (asian brands specifically) are not accepted than the foreign. by sending a survey on their branding strategy I might analyse some of their loopholes in their strategy e.g; registered a brand name or tagline but never establish a mission statement or identifying target markets. in the end they come to realise that their investment are not worthful that the brand are not suited for the market.

It's a PhD research and it is legitimate so with your opinion and expertise in branding I hope I'm doing the right thing..