MKT2BBM Assignment 1: Brand Health Tracker Survey - Snack Brands

This report presents a brand health tracker survey designed for Snack Brands Australia, a major player in the Australian snack food industry. The survey aims to assess key dimensions of brand performance, including brand awareness, brand performance and imagery, brand judgments and feelings, brand resonance, and brand usage. The report includes a brand context analysis, outlining Snack Brands Australia's industry, geographical market, and market position. It also describes consumer perceptions using Keller's Brand Resonance Model and analyzes brand positioning through segmentation, targeting, and positioning strategies. The survey questions are justified based on their relevance to measuring these key dimensions, with the goal of providing actionable insights for the Assistant Brand Manager to improve brand health and maintain a competitive edge. Desklib provides access to this and other solved assignments.

Brand Health Tracker
Survey
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Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
a) Brand Context..........................................................................................................................1
b) Selection and justification of questions...................................................................................4
c) Brand health tracking survey...................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Brand is image that shows the popularity of any organization that uses by business concern
to influence the number of employees and develop the business productivity. Brand refers to a
business and marketing concepts that helps people to identify specific product, individual and
brands. Brand tracking survey is the technique and way of measure the brand performance over
time. This is used by business concern to measure how brand is performing awareness, usage,
and maintaining the positioning (Rust and et.al., 2021). This is important for each organization to
understand the customer demand and provide the kind of products which can help to improve the
brand and maintain higher performance. The brand health tracker survey also helps to identify
what dimension of brand performance is relevant to brand and bring the changes accordingly. To
understand about this Snack brand Australia has been selected that provides crisps and corn
snacks. This organization was founded in 1998 by Paul Musgrave to provide the range of
products and services to their customers. This organization manage high level of brand image by
satisfying customers and getting feedback form which supports to develop the organization. The
report covers overview of brand, how customers think, feel and act, analysis of brand
positioning, and survey which increase the knowledge.
MAIN BODY
a) Brand Context
Overview of the brand: What industry does the brand operate in? What geographical markets
does it serve? What size is the brand (is it the market leader or a small, local brand?)
Snack Brands Australia is one of the largest suppliers of snacks and food in Australia. This
is the largest organization that maintain the higher competition level by offering better quality of
products and services. This is food industry that operates its brand in food and beverages by
offering best quality of taste. This organization was founded in 1998 with main product lines
including Kettle, Cheese, Natural Chip Co and Thins. The organization has 358 employees who
analysis the market and introduce the products or services as well.
The chosen brand is serving its services in Australia as headquarter located in Smithfield,
Sydney, Australia along with additional manufacturing facility in Black town. Moreover, Snack
Brands operates within the Potato, Corn and Other Chip Manufacturing Industry. The industry
involves the production of regular potato chips, corn chips, premium potato chips, and other
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various salted snacks that shows size of brand is as market leader that can help to increase the
organizational performance and productivity (Rowley and et.al., 2021).
A description of how consumers think, feel and act towards the brand using Keller’s brand
resonance model
For increasing the organizational sales and tracking brand survey there is need to what
people think, feel and act towards its organization that can help to bring the changes to provide
high level of satisfaction. This explained through stages:
Figure 1Keller's Brand resonance Model
Brand identity: This stage is used to create brand salience and awareness by recognising
customers. Such as people see Snack brand Australia as larger brand in food industry that create
an image that such organization provides good taste and higher level of experience to their
customers (Ramasamy Rajendran, 2020).
Brand meaning: This stage is divided in two building blocks such as performance and
imagery. For instance, Snack brand Australia meets the customer needs by consisting
characteristics of their snacks and services, maintaining reliability, durability and design service
effectiveness that can helps customers to think about brand.
Brand response: In this stage, customers reaches to the decision towards brand that is
categorised in to judgement and feelings. Snacks and other food products which is provided by
Snack brand Australia are maintaining quality, credibility, and superiority by comparing with
competitors that helps customers to take right action (Tahir, 2021).
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Brand resonance: This stage is related to creating bond with customers as they feel
deep, satisfied and be happy that can help to covert in loyal customers. The potential customers
of Snack brand feel behavioural loyalty, sense of community, and engages with brand actively
that can help to develop the organizational productivity and complete survey (Stocchi and et.al.,
2020).
Analysis of brand positioning
Brand positioning is the process of analysing how industry’s current brand is perceived
through the marketplace. The aim of organization is to maintain higher position and increase the
productivity. The brand positioning of Snack brand Australia is explained below;
Segmentation: This involves geographical, behavioural, and demographical segment that
is related to business environment. The Snack brand is focusing on behavioural and geographic
segmentation which can help to provide the snacks and other food items as per customer
requirement for influencing and increasing organizational sales.
Targeting: This activity is related to target the customers by providing products and
services in changing environment. Snack brand Australia targeting the 5 year to 60 years of
people who wants new taste in changing environment (Mensa and Vargas-Bianchi, 2020).
Positioning: The Snack brand Australia is leading the higher position in competitive
market by offering quality of products and services. This can help to develop the organizational
productivity and profitability.
Summary of key dimensions of brand performance to measure:
 Needs satisfied/category – This is important technique to measure the brand
performance by identifying needs of their customers and provide the products
accordingly. In relation to Snack brand Australia, management uses this dimensions to
identify needs of customers in changing environment and introduce the products and
services as well. With the help of this consumers know a brand is a member of category,
so customers can pick up when new entrants are tracking the brand health (Hussain and
Ahmed, 2020).
 Performance and imagery associations (including POP and POD) – POP refers point
of parity that means brand offers necessary category features. And POD refers point of
difference that means attributes and benefits where consumers strongly connected with
brand, evaluate positively and believe organization is working for consumer’s welfare.
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Snack brand Australia is using the POD and POP dimensions to measure the brand
performance and introduce the products and services accordingly which can help to
develop organizational productivity (Vaughan and et.al., 2020).
 Judgments and feelings – This measures are used by organization to measure the
performance and bring the changes which can help to develop the organizational
performance. Snack brand Australia’s management use this dimension to feel products
and make the judgement by considering positive or negative options which can help to
develop the organizational performance by making buying decisions.
 Resonance – This dimension states how a customer relates to brand element which
supports to fill the customer demand and maintain higher productivity. Snack brand
Australia is using this dimension to measure the brand performance by maintaining all
functions and activities (Gabriele and Chiasson, 2020).
 Brand usage – This dimension is related to using the brand to influence the number of
customers and introducing product accordingly. Snack brand Australia is focusing on
brand usage where it offers the kind of products and services with better quality that can
help to attract the customers and develop the organizational productivity.
b) Selection and justification of questions
Brand awareness
Q1) When you thinking to buy Snacks, which brand comes in mind
as your top choice?
Frequency
a) Snack brand Australia 55
b) Amazon Australia 20
c) Kmart 15
d) Bunning Warehouse 10
Q2) Which of these aspects led you towards Snack brand Australia
brand?
Frequency
a) Price 15
b) Availability 20
c) Quality 30
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d) Personal experience 35
Brand performance and imagery (1 question) – MUST use a pick-any brand attribute
association measure (pick 8-10 attributes to test, which are a mix of POP and POD for your
brand) (see Dreisener and Romaniuk, 2006)
Q1) What are the attributes having in products and services which
provides by Snack brand Australia?
Frequency
a) By using POD it create a difference between products which
influence the customers.
20
b) By using POD customers switch their regular brand and started
to use Snack brand Australia.
25
c) By using POP it create the brand’s value proposition that
provides competitive advantages.
25
d) The products and services provided by Snack brand Australia
maintain the unique feature and good quality of raw material in
manufacturing that keep healthy people.
30
Brand judgments and feelings (3-4 questions) –
Q1) Are you satisfied with Snack brand Australia? Frequency
a) Yes 100
b) No 0
Q2) As per your experience is this brand is very reliable? Frequency
a) Yes 99
b) No 1
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Q3) Would you always continue to choose the products of this brand
instead others?
Frequency
a) Yes 80
b) No 20
Brand resonance (1-2 questions) – your choice of scale, ranking or pick-any brand attribute
association measure (see Dreisener and Romaniuk, 2006)
Q1) As per your experience is this brand is very reliable? Frequency
a) Yes 99
b) No 1
Q2) The marketing management of Snacks brand Australia uses the
different channel to maintain customer relations?
Frequency
a) Social media 25
b) Print media 20
c) Press media 25
d) Online marketing 30
Brand usage (2-3 questions) – past purchases and frequency of purchases relative to
competitors (see Romaniuk and Nencyz-Thiel, 2013)
Q1) The consumers uses different stages to make purchase and post
purchase in relation to Snack brand Australia?
Frequency
a) Identification of needs 25
b) Getting options and evaluation 25
c) Selecting a best brand 25
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d) Making payment and purchase the products 25
Q2) The Snacks brand Australia ways to improve the business
performance and increase sales?
Frequency
a) Feedback form from customers 25
b) Bringing changes in their products 15
c) Providing better quality of products than competitors 40
d) Satisfying customers 20
c) Brand health tracking survey
From the above brand health tracking survey which is conducted Assistant Brand manager
of Snack brand Australia to measure the brand performance and bring the changes in their
activities. The management understand the customer requirement and provide the kind of
products and services which can help to develop the organizational performance and also
improve the brand image in competitive environment. From the above critically evaluated that it
brand is the main aspects for any organization as it keeps aware people and provide the high
level of experience (Attig and Franke, 2020). To run business and influencing customers there is
need to analysis market and offer kind of products which can help to maintaining higher brand.
To measure and survey brand, tracker system is being used that shows what customer thing about
particular brand and make buying decisions.
CONCLUSION
From the above report it can be concluded that brand is the term, design, and symbol that
uses by business concern to improve the brand image and maintain higher performance. The
Brand assistant management of Snack brand Australia is playing important role who conduct the
market analysis and get feedback from their customers which can help to bring the improvements
and maintain higher productivity.
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REFERENCES
Books and Journals:
Attig, C. and Franke, T., 2020. Abandonment of personal quantification: A review and empirical
study investigating reasons for wearable activity tracking attrition. Computers in Human
Behavior. 102. pp.223-237.
Gabriele, S. and Chiasson, S., 2020, April. Understanding fitness tracker users' security and
privacy knowledge, attitudes and behaviours. In Proceedings of the 2020 CHI
Conference on Human Factors in Computing Systems (pp. 1-12).
Hussain, S. and Ahmed, R. R., 2020. SMARTPHONE BUYING BEHAVIORS IN A
FRAMEWORK OF BRAND EXPERIENCE AND BRAND EQUITY. Transformations
in Business & Economics. 19(2).
Mensa, M. and Vargas-Bianchi, L., 2020. Nurtured and sorrowful: Positive and negative
emotional appeals in COVID-19 themed brand communications.
Ramasamy Rajendran, D. S. A., 2020. Effectiveness Of Wearable Fitness Tracker On Health
Outcomes–Demographic Analysis And Profile Of Us Consumers. PalArch's Journal of
Archaeology of Egypt/Egyptology. 17(7). pp.9942-9956.
Rowley, N. and et.al., 2021. Delivery Approaches Within Exercise Referral Schemes: A Survey
of Current Practice in England. Journal of Physical Activity and Health. 18(4). pp.357-
373.
Rust, R. T. and et.al., 2021. Real-time brand reputation tracking using social media. Journal of
Marketing. 85(4). pp.21-43.
Stocchi, L. and et.al., 2020. Customer-based brand equity for branded apps: A simple research
framework. Journal of Marketing Communications. pp.1-30.
Tahir, N., 2021. Impact of Research to Develop Diverse Marketing Approaches During Global
Crisis Covid-19. RJ Journal of Business Studies. 1(1).
Vaughan, K. and et.al., 2020. Measuring advertising’s effect on mental availability. International
Journal of Market Research. p.1470785320955095.
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