By Ashwin Joseph Ashwin Zenev Jerome Balaji Balakrishnan Madhumita Srinivasan 12772487 12774782 12770282 12772343
Submitted To : Dr. Lisa Tombalabkian
EXECUTIVE SUMMARY
Extant branding literature holds that, strong brands evoke brand associations that are differentiated readily from direct competitors. Additionally, brand theory asserts that the most powerful and enduring consumer-based brand associations deal with the intangible or abstract characteristics of the product or service, rather than its functional or tangible attributes. To be able to understand why and how consumers evaluate Casuarina Curry as a brand, we need a deeper understanding of the brand associations consumers develop when they use or come into contact with the brand, because brand equity is greatly influenced by the associations consumers develop. The purpose of this Brand Audit was to develop a better understanding of the meaning of Casuarina Curry as a restaurant brand. To achieve its purpose, a multi-method research was designed to: (1) explore and examine brand associations and awareness of Casuarina Curry as described by consumers, and (2) understand the extent to which the identified dimensions of Casuarina Curry play a role in the performance of the Casuarina Curry brand. To effectively build the Brand Inventory, we interviewed the Director of Casuarina Curry.Through a customer survey, analysis results indicated that: Casuarina Curry had High Brand Awareness in amongst Prata-lovers; Customers commonly associated Casuarina Curry with the taste and variety of its food, and were found to exhibit Medium loyalty. Building on exploratory qualitative research, results of 6 customer feedback interviews were analyzed. Content analysis of the interviews enabled examination of the associations from which a model to depict the relationship between the
