Group project

Prof. Lia Zarantonello October 10th, 2011

Your task
Conduct a desk analysis on the equity of a brand, by applying the CBBE model This implies that:
First: You collect material on each dimension (i.e. salience, performance, imagery, judgments, feelings, and resonance) Second: You analyze each dimension of the equity of your brand using this material

The brand
You can decide the brand you want to analyze
It must be a well-known brand It can be any type of brand (FMCG, luxury, celebrity, country, sports, etc.)

The groups
Groups must be formed now
Group formation sheet

Each group must include 4 to 6 persons Each group has to identify a group leader
The group leader will be in charge of all communications between the group and me

The sources
Official reports and statistics Academic articles Magazines, newspapers, etc. Online forums and brand communities Specialized press and websites

Please report always the source of your information

Your work, step by step

By tonight, h. 18
Group leaders must e-mail me the brand name you chose

On Wednesday, Oct. 12th

Questions & Answers session

On Friday, Oct. 14th

You present!

By Friday, Oct. 21st, h. 18

Hand-in your final presentation (Office H112) Group leaders must e-mail me the final presentation (l.zarantonello@ieseg.fr)

The output
A PPT presentation
Minimum 10 slides, maximum 30 slides

It should be structured as follows

Introduction: Presentation of the brand that you choose Analysis: Analysis of each CBBE dimension Conclusion: Overall evaluation of the equity of your brand

Evaluation criteria
Fit with theory Quality and depth of desk analysis Quality and style of presentation

The ideal group member (American Marketing Association)

Able to use the library resources to collect information Attends all team meetings Comfortable using PowerPoint Communicates well with other team members Respectful of other team members Displays an analytical business style Gives constructive feedback Has strong presentation skills Meets assigned deadlines Open to ideas from other team members Organized Enthusiastic attitude about the team assignments Productive team member Volunteers for tasks Sets realistic deadlines Shares the responsibility for team assignments Submits quality work Takes on a leadership role Comes to team meetings prepared Writes well and can edit other students work