Client Segment:
A globally recognized soft drink brand looking to enhance its brand equity in a highly competitive market.
A mixed-methods approach was employed to evaluate the brand equity dimensions defined by Aaker’s model.

Method:
Quantitative Data Collection:
Surveys: A structured online survey was administered to 2,000 consumers to assess:
Brand awareness levels among target demographics perceived quality compared to competitors
Brand associations related to lifestyle, enjoyment, and refreshment measures of brand loyalty, including repeat purchase behavior and customer recommendations

Qualitative Data Collection:
Focus Groups: Conducted focus group discussions with 100 participants to gather deeper insights into brand perceptions and emotional connections.
This included: Discussions about personal experiences and memories associated with the brand exploration of advertising impact on brand perception

Quantitative Analysis: Utilized descriptive statistics to analyze survey responses and identify key trends in brand awareness, perceived quality, and loyalty metrics.

Thematic analysis was conducted on focus group discussions to identify emotional associations and key themes related to brand identity.

Findings:
The research enabled the brand to understand its equity position based on Aaker's model:
High brand awareness was confirmed, with 85% of respondents recognizing the brand.
Positive brand associations included refreshing taste and a fun lifestyle, while perceived quality ranked higher than key competitors.
Brand loyalty metrics indicated that 75% of respondents considered themselves loyal customers, with strong willingness to recommend the brand to others.