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The management of Dwarsligger wants to improve its brand equity. It wants to imrove the performance and sales of the company by a certain campaign or by using distribution, marketing and communication tools. The brand aims at creating a dialogue with customers.
2.1 Research questions
The management question is: How can the brand Dwarsligger® be strengthened and extended and what role can the marketing instruments distribution and (digital) communication play? The sub questions to this management problem are: What is the current situation and brand equity of Dwarsligger? How should distribution channels strengthen and extend the brand equity of Dwarsligger? How should marketing tools strengthen and extend the brand equity of Dwarsligger? How can communication tools strengthen and extend the brand equity of Dwarsligger?
These sub questions will help to answer the management question and will end up in recommendations for the management of Dwarsligger.
2.2 Research structure
This research is based on desk research provided by the company itself. The two presentations were the basis for the report. Next to these presentations articles from EBSCO have been used to support the content of the report. Field research has been done by contacting close relatives and friends who read books. We asked them if they know Dwarsligger and if they like the product and for what kind of conditions they would use it. Quantitative data was provided in limited amount by Dwarsligger and qualitative data was collected by the use of EBSCO.
3. Current Brand Equity
Around 26% of the Dutch population heard about ‘Dwarsligger’ most of the people know the product from the media or the bookshops. Dwarsligger is mostly known amongst women but less known amongst consumers living in Amsterdam, Rotterdam and Den Haag.
How do the customer knows Dwarsligger?
70% 60% 50% 40% 30% 20% 10% 12% 0% Media Bookshop 11% 6% Internet 4% Library 0% Event 4% Otherwise No 9% Don't know 66%
Table 2.1: Percentage of people who know Dwarsligger and by which channel
Most of the people who know Dwarsligger know it by visiting a bookshop or through the media. Still 66% don’t actually know the product and 9% of the people cannot remember if it knows Dwarsligger or not. Internet and the Library are also popular channels were people came in touch with the Dwarsligger books. From another investigation it became clear that mainly high-educated people know Dwarsligger. The brand Dwarsligger is associated with the following words/sentences: A book that is ideal to read in bed or on the beach A book that is twisted with 45 grades and because of that is easy to read A book that looks like a laptop Handy format Mini books Good for the environment
Keller’s model for brand equity Identity Dwarsligger is a company that produces books in a compact, smaller size. Dwarsligger feels that it really comes in handy...