Discussion Questions Exploring Brand Associations in the Indian Context,

Caf Coffee Day

1. How would you analyze the various kinds of associations that are associated
with the three categories of respondents provided in Exhibits 1, 2 & 3
2. What kind of brand association maps would you construct from the analysis
of the date that you performed as part of your response to question 1?
3. What are the inferences that you would draw from the brand association
maps? How would you approach the objective of strengthening CCD
positioning using the consensus map? Comment on the applicability of these
maps with regard to strengthening CCDs brand associations.
4. What is the strategy related to brand associations that you would recommend
for CCD based on your analysis and inferences?