3.1)Which brand did you pick?
3.2)Given your brand’s physical characteristics and price in period 1, what are the Brand Perception values? (refer to Semantic Scales to fill the table below)
3.3)Which segment(s) does your firm aim to target for this brand?
3.4)What are the Ideal Values on the product characteristics for yourtarget segment(s)?(refer to Semantic Scales to fill the table below; you may add rows if you have multiple target segments)
Ideal Values of your target segment
3.5)Are there any gaps between the ideal values and your brand’s perceptions? If yes, what R&D projects are you considering launching? Would you launch it in the current period or a later period? Why?
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