Calvin Klein - Brand Audit Questionnaire

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  • Topic: Calvin Klein, Calvin Klein Collection, Brand
  • Pages : 3 (353 words )
  • Download(s) : 955
  • Published : November 9, 2012
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Brand Exploratory Research (Consumer perspective)
By doing this research, we intend to find the health of the brand, its sources of equity and suggest improvements if any. Name:
Age:
Gender:
How often do you purchase dresses of the brand Calvin Klein? a. < 4 months
b. 4-6 months
c. 6-10 months
d. Once a year
e. Other
How would you rate the following brand personality elements associated with Calvin Klein Products? (1-lowest and 5-highest) Brand Element| 1| 2| 3| 4| 5|
Authentic| | | | | |
Excitement| | | | | |
Freshness| | | | | |
Rich| | | | | |
Ruggedness| | | | | |
Stylish| | | | | |
Smooth | | | | | |
Happiness| | | | | |
Status symbol| | | | | |
Successful| | | | | |
Variety| | | | | |

Rate the following products of Calvin Klein according to your perception of like/dislike (1-lowest & 5-highest) Product Name| 1| 2| 3| 4| 5|
Calvin Klein Collection| | | | | |
Jeans| | | | | |
Kids Wear| | | | | |
Footwear & Shoes| | | | | |
Perfumes/fragrances| | | | | |
Skinny Jeans| | | | | |
Underwear| | | | | |
Swimwear| | | | | |
Suits| | | | | |
Polo T-shirt| | | | | |
Accessories (handbags, belts, scarves, umbrella)| | | | | |

When you think about the Calvin Klein, what product category immediately comes to mind? a. Calvin Klein collections
b. Calvin Klein Menswear
c. Calvin Klein Women Wear
d. Calvin Klein Kids Wear
e. Calvin Klein Sportswear
What are the brand promotion elements that you have helped you identify Calvin Klein brand? Brand Element| 1| 2| 3| 4| 5|
Logo| | | | | |
Tagline/Slogan| | | | | |
Television Advertisements| | | | | |
CK Symbol| | | | | |
Celebrities| | | | | |
Online store/Website| | | | | |
Billboards| | | | | |
QR Codes| | | |...
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