The problem is due to the brand name itself. When we take a company like Coke, Pepsi, Harley Davidson, or another very big, internationally known brand, we have to consider the market itself. Coca-Cola has a very unique advantage in a similar regard as Pepsi. People generally either prefer Coke or Pepsi, as each company has established to build brand equity. Also, each company undeniably has a large amount ...
This solution explains the difficulty encountered when measuring brand equity of famous brands.
Marketing Research Practices for Competition
Begin conducting research now on Hewlett-Packard. After brainstorming on your company's industry and after your survey and questionnaire research information-gathering techniques, create a research profile proposal to deliver to your company's management that includes the following:
State the specific research goal for the proposal.
What is the company's current business problem?
Who is the company's competition?
Establish your population sample for researching customer attitudes and
behaviors about the company and product.
Identify the steps in the research process.
Measure market demand and segment the market to achieve competitive advantage.
Analyze markets and describe buying behavior.
Discuss the marketing research process, including problem definition, research design, data collection, data analysis and the use of the results.