Case Study 1 - Understanding the Brand Equity of Nestl Crunch Bar: A Market Research Case.

What are the common metaphors that consumers use to describe the Nestl Crunch Bar? What do they tell you about the brand's meaning to consumers?

Assess ZMET as a consumer research methodology. What are its strengths and weaknesses? Under which conditions is it most/least useful to marketing managers? What insights did you learn about the methodology by conducting your own ZMET?

How would you evaluate the health of the Nestl Crunch Bar brand at the time of Professor Zaltman's study? What strengths and weaknesses in its brand equity do you uncover? What do you note about its pattern of brand associations?

If you were hired as a marketing consultant to Ferrero SpA, what advice would you provide to their brand managers about Nestl Crunch Bar? What insights would you suggest developing brand loyalty and customer attraction strategies - Discuss brand strength related insights?