Over the last few years EnergAids branding team has been unsure how to position the drink to match with its brand identity. Through its best years, it had made a name for its sincerity and ruggedness. However, its recent celebrity campaigns suggested it was looking to project EnergAid as an exciting brand in an attempt to lure the 1835 segment of the population. The challenge was to understand whom to target and what message to put forth for the relevant audience.

Building Sustainable Competitive Advantage Through BOR Strategies Where does EnergAid stand with respect to the factors that represent its brand identity, i.e., sincerity, excitement, competence, sophistication, ruggedness? Where do EnergAids competitors stand with respect to the factors that represent its brand identity, i.e., sincerity, excitement, competence, sophistication, ruggedness? To ascertain the answers to these questions, EnergAid conducted a survey across 10,000 individuals to collect brand identity measures for EnergAid, Galaja, and Enerbo

1. Based on reviewing the data, summarize the mean scores of EnergAid, Galaja, and Enerboost on each of the five brand dimensions (sincerity, excitement, competence, sophistication, ruggedness).

Which two dimensions does EnergAid score the best in?

Which two dimensions does Galaja score the best in?

Which two dimensions does Enerboost score the best in?

2. Based on your brand identity analysis, could you suggest

Which two dimensions should EnergAid emphasize? (Hint: These are dimensions that EnergAid is strong in, but others are weak in.) Which two dimensions should EnergAid de-emphasize? (Hint: These are dimensions that EnergAid is weak in, but others are strong in)

However, over the last few years EnergAid has seen a gradual erosion of market share. A number of new energy drinks have entered the fray - which has resulted in EnergAid's awareness scores falling. The company has tried using celebrities like Justin Bieber and Indian megastar Akshay Kumar to run some campaigns, but none have worked out as it had hoped. Table 5.3 compares EnergAid with two of its competitors on overall brand awareness in 2015 and 2019. Table 5.3 Brand Awareness Results EnergAid had seen brand awareness reduce from 86/100 to 81/100 over four years, a relatively gradual reduction that it was not critically worried about in isolation. However, worryingly for EnergAid, its two competitors saw steep increases in brand awareness. Galaja's brand awareness increased more than two times from 33/100 to 78/100 while Enerboost saw its awareness increase four times, from 19/100 to 76/100. However, over the last few years EnergAid has seen a gradual erosion of market share. A number of new energy drinks have entered the fray - which has resulted in EnergAid's awareness scores falling. The company has tried using celebrities like Justin Bieber and Indian megastar Akshay Kumar to run some campaigns, but none have worked out as it had hoped. Table 5.3 compares EnergAid with two of its competitors on overall brand awareness in 2015 and 2019. Table 5.3 Brand Awareness Results EnergAid had seen brand awareness reduce from 86/100 to 81/100 over four years, a relatively gradual reduction that it was not critically worried about in isolation. However, worryingly for EnergAid, its two competitors saw steep increases in brand awareness. Galaja's brand awareness increased more than two times from 33/100 to 78/100 while Enerboost saw its awareness increase four times, from 19/100 to 76/100