Calvin Klein – Brand Audit Questionnaire

Brand Exploratory Research (Consumer perspective) By doing this research, we intend to find the health of the brand, its sources of rectitude and suggest improvements if any. Name Age Gender How often do you purchase dresses of the brand Calvin Klein? a. < 4 months b. 4-6 months c. 6-10 months d. once a year e. Other How would you rate the following brand personality elements associated with Calvin Klein Products? (1-lowest and 5-highest) Brand Element 1 2 3 4 5 Authentic Excitement Freshness Rich Ruggedness chichi Smooth Happiness Status symbol Successful Variety Rate the following crossroads of Calvin Klein according to your intuition of like/dislike (1-lowest & 5-highest) Product Name 1 2 3 4 5 Calvin Klein Collection Jeans Kids Wear Footwear & Shoes Perfumes/fragrances Skinny Jeans Underwear Swimwear Suits Polo T-shirt Accessories (handbags, belts, scarves, umbrell a) When you think virtually the Calvin Klein, what product category immediately comes to mind? a. Calvin Klein collections b. Calvin Klein Menswear c. Calvin Klein Women Wear d. Calvin Klein Kids Wear e. Calvin Klein Sportswear What are the brand packaging elements that you have helped you identify Calvin Klein brand? Brand Element 1 2 3 4 5 Logo Tagline/Slogan Television Advertisements CK Symbol Celebrities Online store/Website Billboards QR Codes Please choose a brand that you bank best describes each quality. Choose none if you feel none of the choice apply Trait 1 2 3 4 5 Cool Young Contemporary Trendy Charming velocity class Friendly Glamorous Masculine Feminine Wholesome Confidence Cheerful Corporate What is your yearly income? a. < 3 lakhs b. 3 to 6 lakhs c. 6 to 10 lakhs d. 10 to 15 lakhs e. > 15 lakhs When you think astir(predicate) your favourite brand of Calvin Klein, does this brand remind you of a person? a. Yes b. No Who makes the majority of purchasing decisions in your household? a. Spouse b. Yourself c. Joint decision d. Other How do you find out the latest product in the market? a. Fashion Magazines b. Television c. Internet d. Shopping Store e. Others