Guide Lines for Entrepreneurship Exams

Please read it carefully.

• You will be asked to all questions related with your final project. So make it sure that you have completely discussed all aspects of your final project with your all group members.
  
• You can use internet very efficiently to know more about the category of your business.
  
• Go to Google or any other search engine search for competitors of your business category.
  
• Using different resources try to gain more and more product knowledge, customer knowledge and market knowledge about your business category.
  

Following are few examples of question which can be asked about your final project.

1. 
   
   
   Briefly explain area in which you have developed your project.
   
   
   Example: (Business area, Food or Category Snacks, Product Lays Chips)
   
   Competitors: (Super snacks, golden foods ect..)
   
   
   
   
2. 
   
   
   Why you have chosen this area?
   
   
   Example: (Already had Detail worked and research, market experience, interest, growing business, chance of more profit ect…)
   
   
   
   
3. 
   
   
   How you will mange your finance?
   
   
   Example: (Loan from bank, family support, each member of group will contribute equally ect…)
   
   
   
   
4. 
   
   
   What will be the target market?
   
   
   Example: (Make detail profile of your target customers, age, income, education, gender, ect…
   
   You can search all these things just putting it in your search engine)
   
   
   
   
5. 
   
   
   What will be competitor of you and what is your competitive advantage?
   
   
   Example: (Coke/ Pepsi why coke, strong brand, good taste ect….)
   
   
   
   
6. 
   
   
   Risk evaluation? (show how many amount of money required and where and how you will utilize, what are risky factors of your business
   
   
   Like no experience, lack of confidence )
   
   
   
   
   
   

How To Get Job In Current Scenario Final Presentation

Check out this SlideShare Presentation:

How To Get Job In Current Scenario Final Presentation

View more presentations from Muhammad Hussain.

Measuring Brand awareness Part 2

1. Brand Equity
   

   "The differential effect that brand awareness and brand associations have on consumer response to the marketing of that brand"
   

   Methods to Measure the brand equity:
   

• Self-Reports (overall brand evaluation also known as attitude toward the brand)
  
• Experience (It is called blind testing in which two groups are involved first group might test the non branded product and second will be testing branded product)
  
• Conjoint Analysis (techniques to measure the value of each product attributes such as technical attribute, warranty, price level the brand etc.)
  

1. Brand Value
   

   "The financial value of the brand"
   

   Methods to measure the Brand Value: Two main valuation approaches are used to measure brand value.
   

• Cost approach (Brand equity is amount of money that would be required to reduce or replace the brand like R&D, test marketing, advertising etc.)
  
• Market approach (Brand equity is the present cash flow value derived from the brand's future earnings)
  

Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Part 1

Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value

Purpose of Article:

1. Brand Knowledge
   

   "Refers to brand awareness (whether, when consumer know the brand) and brand image (what are association that consumer have with the brand)".
   

   To measure the brand knowledge author used the "The Brand Knowledge Pyramid" adopted from "Keller 2001". This pyramid shows that we can measure the brand knowledge by rational and emotional brand evaluation / functional and emotional brand association.
   

   Brand Awareness: It can be measured through brand recall (refers to the ability of consumers to retrieve the brand from memory when given the product category) and brand recognition (refers to the ability of consumers to confirm prior exposure to the brand).
   

   Brand image: It is defined as consumer perceptions of a brand reflected by the brand associations held in consumer's memory. To measure one can use two methods, first to adapt existing list of brand association (Aaker's Brand Personality list), second one can start from scratch by measuring brand association in term of positive or negative association.
   

   Techniques to measure the brand knowledge:

• Projective Techniques (unstructured forms of questionnaire ask respondents to describe beliefs, attitude or feeling regarding brand )
  
• Laddering Method (It is used to show higher order benefits and values offered by brand)
  
• Zaltman Metaphor Elicitation Techniques: ZMET (This is qualitative approach used to measure brand knowledge such as personal interview)