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Brand Tracking Survey This is a brand tracking survey that Steinlager beer might use. You will see where you can insert your own product category and brand name. Notice how the questions go from broad to specific. Keep that format if you add your own questions. Keep all of these questions! Be aware that in some situations, brand tracking may be concerned with which products the brand reminds consumers of (when the brand is on multiple products), instead of which brands the product reminds people of (as we do here). Parts of this survey come from: Keller, Kevin Lane (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, New Jersey: Prentice Hall, p382-383. You would conduct this kind of survey by telephone or in person. The interviewer can complete the questionnaire1. Alternatively, give respondents a printed copy to complete, but save any pages that mention the target brand until they have...

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