Integrated Marketing

Communications
Assignment number 01

SUBMITTED TO
Dr. Sheraz Ahmed

BY
Irfan Nazeer | SAP ID 9039 | 1st Semester
MS MGT.

O1 Answer:
INSEAD’s brand is very appealing, the brand is motivational.

I would include this statement:

Founded in 1957, INSEAD has evolved from an entrepreneurial venture into an internationally
recognized educational institution. The world of education is undergoing a transformation, and
this brand refresh aims to help keep INSEAD at the cutting edge of business and management
education. The latest brand evolution is designed to communicate with and inspire students;
and to create deeper engagement with faculty, staff, alumni, business partners and external
audience.

The MBA program of INSEAD University is considered the world's first in terms of finance.
Compared with other peer schools, the dean of INSEAD is committed to improving brand value.
Because you know that ranking alone is not enough to attract MBA students. If the case
prompts students to design a survey that can measure the strengths and weaknesses of the
INSEAD brand and compare its competitors, then students should choose the relevant
competitors. The size and composition should be determined by students within a limited
budget, and they can also write complete research tools.

INSEAD brand by using the following things are below:

1. They choose the samples to use and some specific questions to test. If one sample is
not enough, they use another sample and point out that it is "required" or "it is just a
good thing to have it." You will distinguish them again. If the participant lists of different
samples are different, they will be adjusted accordingly.

2. If there is no standard, it will be difficult to judge the results of the investigation. They
identify competitors and ask the interviewee about INSEAD. The finalists will definitely
be determined according to the purpose of the research. Distinguish again between
"must" and "good" competitors.

3. They prepared the best questions they might ask to gauge the strength of the INSEAS
brand. The question may be: "How likely are you to recommend INSEAD to a friend or
colleague?" It would be helpful to consider channel analysis and the different stages of
today’s decision-making. At each stage, they will ask exact questions. For example, if
you have heard of INSEAD, there are many other questions to ask. In this way, they can
determine the full strength of the brand.

4. Finally, just measure the strength of the brand. Rarely. Brand awareness must also be
measured. This can be achieved by asking respondents to add the brand to the
attribution list. With the help of attributes, you can easily decide which one should be
included in the list. List the required attributes. After all, you now have enough
information to make a correct statement. You will use a list of all competitors and
attributes. In addition to measuring the performance of INSEAD based on these
attributes, these attributes are also very important.

Potential brand attributes or statements:

The basic knowledge of the brand teaches the buyer how to observe, evaluate and react to the
brand. A step-by-step approach to consider when building a strong brand. Different brand terms
have been working together and used in a unified brand strategy, such as brand identity, brand
positioning, and branding. Fairness, brand recognition, brand indicators and brand equity are all
discussed in terms of brand promotion. In this case, they focus on brand performance. The
trainer discussed brand equity and value, which can be compared with competitors.

Market Research & Marketing Analytics

In this case, the lecturer used the establishment of management and strategic market research
projects. The process includes problem definition, data collection, research design, interview
methods, and sampling. In this case, the advantages and disadvantages of different research
methods and research designs are discussed. How to check them. The lecturer explained the
use of different methods, such as exploratory methods, quantitative methods or case studies.
Each case takes 90 minutes for data analysis. Different methods were used in this project, such
as the meaning of the declaration, the meaning of the inference, the advantages and
disadvantages of different maximum zoom ratios or more complex modeling techniques (for
discrete selection).