Reference no: EM133296433

Assignment:

Kim Kardashian Skims Brand Exploratory

Offers a detailed analysis of consumers' Brand knowledge structures based on the customer-based Skims Brand equity framework.

1. Assess the Skims Brand associations at each level of the consumer-based Skims Brand equity pyramid. Critique the customer-based Skims Brand equity. What meanings are solid and dominant? Which are unique from the competition? Which are positive and negative? What meanings resonate with the target market?
2. Construct a behavioral profile of extreme users, if any, and discuss the influence of consumer emotions during the Skims purchase or consumption experience.
3. Develop a consensus map to capture relevant images and metaphors associated with the Skims Brand using the ZMET technique described in the Keller text (pp 302-304). The ZMET study should include interviews with six different research participants. Documentation of ZMET research participants' identity, research procedure, images/materials from research participants, an original mental map, and other images generated during the research process must be included in an appendix.
4. Discuss key observations obtained from the ZMET study and identify key issues and opportunities to reinforce Skims Brand equity anywhere along the Skims Brand pyramid.