Question

Topic: Branding

Need Help In Brand Audit

Posted by Anonymous on 8/29/2016 at 8:31 AM ET 125 Points

I am working as Brand Manager in a private company. I am conducting Brand Audit for our corporate Brand. I am relatively at beginner level in Statistics. Currently, I am trying to assess our Logo that we are using from last 10 years. There are employees who've worked with company for more than 10 years. I want to check if recall & Recognition of Logo among employees is High (statistically significant) or not. How can I go ahead with this study? What are my IV (Independent Variable) and DV (Dependent Variable)? What scale is to be used and what statistical test is to be used for analysis?
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RESPONSES

  • Posted by mgoodman on 8/29/2016 at 10:57 AM Accepted
    It depends on the intended use of results from your study. What action do you plan to take when the results are in hand? How high or low will the recall/recognition numbers have to be to trigger action?

    It is critically important to fully understand (and document) the study objective and expected use of results BEFORE you try to determine the methodology.
  • Posted by Gary Bloomer on 8/29/2016 at 5:55 PM Accepted
    Why are you polling employees rather than clients, customers, and prospects?
  • Posted on 8/30/2016 at 12:45 AM Author
    The objective of study is to understand:
    If Logo is serving its purpose or not. Is it easy to remember, recall, recognize? If not, do we need to change it?
    I've chosen employees for the survey only for the reason that they are the people who come in contact with logo the most, compared to other stakeholders. My hypothesis is that Logo has very low recall among employees. If employees can't remember it, we can't expect customer to have high recall value. So, If my hypothesis is proven right; I can suggest management for changing the current logo.

    I am not just randomly changing logo. This survey is small part of brand audit which is overall checkup of our brand health. We are crosschecking if market perceives us the same way we intend or there is a gap between intended image and actual perceived image. After this, I'll be conducting consumer behavior survey to find new positioning opportunities. So, whatever positioning we choose, a proper brand strategy will be developed based on that (It's lacking in current scenario). Logo and whole new identity will be developed based on new brand strategy.

    Coming back to the point, I've described my objective and hypothesis. Please help me to understand how I implement this study statistically.
  • Posted by Jay Hamilton-Roth on 8/30/2016 at 8:24 AM Accepted
    Have you read: https://hbr.org/2015/06/we-cant-recall-logos-we-see-every-day ?
    Before considering to change it, can you go back in time to unearth the goals for the existing logo? Can you determine if these goals are still being met?
  • Posted by Shelley Ryan on 11/9/2016 at 4:22 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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