Cheat sheet
Manage what customers recognize, associate and expect from the brand.
What to check first
Measure aided awareness and diagnose dissatisfaction by product and batch.
How to make the call
Resolve the quality or availability issue and test whether trust and repeat recover.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Jaipur footwear label has rising awareness but fewer returning buyers.
Reveal the step-by-step solution
- Diagnose the problem.
Measure aided awareness and diagnose dissatisfaction by product and batch.
- Work through the evidence.
Compare repeat rates by size availability and warranty claims before increasing advertising.
- Recommend and validate.
Resolve the quality or availability issue and test whether trust and repeat recover.
More Indian cases
Interview question
How would you use brand management to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Compare repeat rates by size availability and warranty claims before increasing advertising. Resolve the quality or availability issue and test whether trust and repeat recover.