Boardriders: Mapping the Perceived Brand Image of a Portfolio of Brands in a Highly Competitive Market

After having filed for bankruptcy, Quiksilver Inc. has changed its name to replace it with Boardriders Inc. The company is nearly 50 years old (will be in 2019) and has experienced sustained growth for 42 years to reach nearly $2 billion and be the leader in sports boards goods. However, the last 5 years have been much more difficult in a market where competition is becoming more and more intense.
Pierre Agnès, the Chief Executive Officer of the company, has asked a team of two researchers and their staff to perform an audit of the image of the brands owned by the company, namely Quiksilver, Roxy and DC Shoes. In this case, we are interested in brand image, from its theoretical definition to - and more importantly - the way its audit can be conducted. This case also provides an opportunity to reflect on how statistical analyses - especially principal components analyses - can be helpful and must be known for anyone who aims to conduct brand image audits.

1. The first objective is theoretical:
- What brand image is from a theoretical standpoint?
- How it can be measured?
- How a Principal Component Analysis (PCA) can be a highly relevant statistical tool to perform brand image audits?
2. The second objective is purely empirical:
- Perform a PCA using statistical softwares (SPSS or Xlstat).
- Design a perceptual mapping that illustrates how the brands owned by Boardriders are seen in their competing environment.
- Understand perceptual mappings to make decisions, or provide recommendations regarding the positioning of one or some brands.

Sports marketing - Brand image - Sports brand management - Board sports brand - Brand positioning - Perceptual mapping

Students from business schools or/and universities. More specifically:
- Undergraduate students in marketing, who have to learn how to design perceptual mappings.
- Graduate students from different business majors (marketing, but also finance or human resource management) who attend a statistics course.
- Executive education programs, especially those programs that focus on brand management.

Retail sale of clothing in specialised stores

- PPT (2): A debriefing document to project to learners (27 slides) - Debriefing with commentaries for trainers (27 slides)
- XLS: four datasets (both on Excel and .sav format to open with SPSS statistical processing software) and a summary dataset
- PDF: a brand study questionnaire

Année de la problématique : 2018

Livraison : Livraison par lien de téléchargement

Nombre de pages : 6 avec 4 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (from 90 minutes to 3-4 hours according the choosen teaching scenario)

Code du secteur d'activité : 17 - Industrie textile