Discusssions:
An investigation into consumers: their knowledge of the brand, awareness, and the strength, favorability and uniqueness of associations including categorization, use, and the brand promise. Also consider customer's purchase, use and disposal patterns. The goal is to find out what consumers think, feel and do about the brand and product category in order to identify sources of brand equity, and to uncover any problem areas. This section is not your opinion, but rather what your research (secondary and primary) uncovers.