Nhóm Lifebuoy:

1. Lê Nguyễn Quý Mùi - 22DH481607

2. Hứa Hoài Nam - 22DH481684
3. Nguyễn Thế Đức - 22DH483982
4. Nguyễn Thị Quỳnh Nhi - 22DH484024
5. Võ Thị Kim Lan - 21DH485419

II. Consider the McDonald’s tracking survey presented in Branding Brief 8-1.
Can you develop a tracking survey for the brand you chose ? How might it
differ from the McDonald’s tracking survey?
McDonald's survey focuses on brand awareness, brand judgments, brand
performance, brand imagery, brand feelings, and brand resonance.
Lifebuoy Brand Tracking Survey:
1. Introduction
“We’re conducting a short survey to understand consumer perceptions and
experiences with Lifebuoy and other hygiene brands.”
2. Brand recognition and usage
- What brands of soap or personal hygiene products do you know?
- What brands of products have you used?
- If you needed to buy soap or personal hygiene products, which brand would
you choose?
- Which hygiene brands do you trust the most?
- Have you purchased or used a bar of soap, liquid soap, or hand sanitizer in
the last week? If yes, which brands?
3. Brand awareness and evaluation
- Have you heard of Lifebuoy?
- Have you used any Lifebuoy product (soap, hand wash, sanitizer)?
- What words or images come to mind when you think of Lifebuoy?
- How do you think Lifebuoy is different from other hygiene brands (e.g., Dettol,
Safeguard)?
4. Brand Judgments
- Do you feel that Lifebuoy is a trustworthy brand?
- Does Lifebuoy meet your personal hygiene needs well?
- Would you be willing to recommend Lifebuoy to others?
- Do you feel that Lifebuoy is good value for money?
- What do you like most about Lifebuoy? What do you dislike?
- What makes Lifebuoy different from other brands?
- Do you feel that Lifebuoy offers benefits that other brands do not?
5. Brand Performance
- Germ Protection (Poor – Excellent)
- Fragrance (Unpleasant – Pleasant)
- Skin Friendliness (Harsh – Gentle)
- Variety of Products (Limited – Wide range)
- Price Affordability (Expensive – Affordable)
 - Availability in Stores (Difficult to find – Easily available)
6. Brand Imagery
- Do people you admire use Lifebuoy?
- Do you see people who use Lifebuoy as health-conscious?
- Which of the following best describes Lifebuoy? (For example: safe, reliable,
modern, strong, health-protecting...)
7. Brand Perception and Engagement
- Does Lifebuoy give you a sense of security?
- Do you see Lifebuoy as being involved in meaningful social campaigns?
- Does Lifebuoy make you feel like you are protecting your health and that of
your family?
- Do you buy Lifebuoy regularly?
- Do you enjoy watching Lifebuoy promotional content?
- Are you interested in learning more about Lifebuoy?
Differences from McDonald’s Tracking Survey:
1. Industry-Specific Focus
McDonald’s survey tracks fast food brand perceptions, while Lifebuoy’s survey
focuses on hygiene, health, and germ protection.
Includes skin-friendliness, fragrance, and germ-killing effectiveness, which are
unique to hygiene brands.
2. Health & Safety Metrics
Unlike McDonald’s, which emphasizes taste, convenience, and affordability,
Lifebuoy’s survey highlights trust, protection, and public health impact.
3. Social Responsibility Questions
Lifebuoy runs global handwashing awareness campaigns, so the survey includes
brand association with social causes, which McDonald’s does not emphasize.

II. Use the brand you chose. How would you best profile consumers’ brand
knowledge structures? How would you use quantitative measures?

Brand Knowledge structure:

A. Brand Awareness

Brand awareness refers to the extent to which consumers know and remember the
Lifebuoy brand. It consists of two main levels:

1. Brand Recognition:

Consumers can recognize Lifebuoy when they see its logo, packaging, or hear its
name. They can distinguish Lifebuoy from other brands such as Dettol, Safeguard,
or Lux.

2. Brand Recall:
Consumers can recall Lifebuoy when thinking about antibacterial soaps. The
Lifebuoy brand holds a strong position in consumers' minds when considering
personal hygiene products.

B. Brand Image

Brand image refers to the set of associations that consumers link to Lifebuoy. These
associations can be categorized as follows:

1. Functional Associations:

Lifebuoy is known for its ability to kill 99.9% of bacteria, which is its core product
feature. The brand is also recognized for its strong fragrance, a distinctive
characteristic that sets it apart. Lifebuoy is positioned as a product suitable for the
whole family, emphasizing protection for all members.

2. Emotional Associations:

Lifebuoy is perceived as a trustworthy brand with a long-established reputation in

personal hygiene. It is associated with a strong commitment to health protection and
germ prevention.

3. Symbolic Associations:

Lifebuoy represents comprehensive protection, often linked to handwashing

education and public health campaigns. It is widely regarded as a popular choice,
trusted by many families.

4. Competitive Positioning:

Consumers compare Lifebuoy to other antibacterial soap brands such as Dettol and
Safeguard. Lifebuoy is recognized as an effective and affordable option for germ
protection.

Quantitative measure

1.Data Collection Through Surveys

● Word Association Tasks: Instruct customers to identify words or phrases

that spring to mind when they think of Lifebuoy. Determine the frequency of
each phrase to discover dominating relationships.
● Rating Scales: Use Likert scales to assess agreement with statements
regarding various features (for example, "Lifebuoy is effective against germs,"
"Lifebuoy is a trusted brand for health"). This produces numerical data on
perceptual strength.

2. Mapping the Structure

● Multi-Dimensional Scaling (MDS): After calculating the similarity scores

between various brand qualities, apply MDS to depict the perceptual space.
This helps to uncover the underlying factors (such as efficacy vs. caring) that
shape consumer understanding.
 ● Factor Analysis: Conduct exploratory or confirmatory factor analysis on
survey data to discover latent constructs—clusters of similar features that
describe how consumers conceptualize the brand.

3. Advanced Quantitative Techniques

● Structural Equation Modeling (SEM): Create and test models that

demonstrate how observable variables (survey answers) correlate with
underlying latent constructs (brand values or benefits). This strategy is
excellent for identifying cause-and-effect linkages in brand perception.
● Cluster Analysis: Divide your sample into groups according to comparable
trends in brand connections. This can reveal different customer categories
that have varied perceptions of Lifebuoy, such as health-conscious
consumers vs regular users.

4. Integrating Findings for Strategic Insights

● Attribute Importance and Performance Analysis: Utilize methods like as

conjoint analysis to determine which characteristics influence customer
decisions and how Lifebuoy stacks up against rivals in terms of these
characteristics.
● Benchmarking: Determine Lifebuoy's distinct advantages and potential areas
for development by contrasting its brand knowledge structure's quantitative
profile with those of its rivals.

III. Use your brand you chose. Conduct a branded and unbranded experiment.
What do you learn about the equity of the brands in that product class?

1. Objective

To evaluate the impact of Lifebuoy’s brand equity by comparing consumer

perceptions when they know they are using Lifebuoy (branded) versus when they do
not know the brand (unbranded).

Experiment Procedure

Group 1: Branded Test

Participants use Lifebuoy soap or hand wash with clear branding.

They evaluate the product based on the following criteria:

● Fragrance
● Cleaning effectiveness
● Skin feel (dryness, irritation, smoothness)
● Perceived antibacterial ability
● Likelihood of repurchase

Group 2: Unbranded Test

Participants use the same Lifebuoy product, but it is placed in neutral packaging
without logos or labels.
They evaluate the product using the same criteria as Group 1.

2. Analysis

Case 1: The Branded Group Rates the Product Higher

● If consumers perceive Lifebuoy soap as more effective, more fragrant, and

more trustworthy when they know it is Lifebuoy, this indicates that the brand
has a strong influence on consumer perception.
● Lifebuoy’s brand equity may stem from its reputation, long-standing history,
and strong health-protection advertising campaigns.

Case 2: Both Groups Give Similar Ratings

● If consumers do not notice a difference when they do not know the brand, it
suggests that Lifebuoy’s brand equity may not be strong enough to create a
significant distinction.
● This could also indicate that other antibacterial soap brands offer similar
quality, meaning purchasing decisions might be based on price, habits, or
advertising rather than brand perception.

Case 3: The Unbranded Group Rates the Product Higher

● If the unbranded soap receives better ratings, it may indicate that Lifebuoy
carries some negative perceptions, such as being too strong or drying on the
skin.
● This could be an opportunity for Lifebuoy to refine its formula or adjust
marketing messages to emphasize a gentler, more skin-friendly image.
3. Conclusion on Lifebuoy’s Brand Equity in the Industry

Lifebuoy has strong brand equity if the branding increases consumer trust and
makes them feel more assured when using the product.

If Lifebuoy does not create a noticeable difference in the unbranded test, it suggests
that the antibacterial soap industry is highly standardized, meaning other brands
offer similar quality, and customers choose based on habit or price.

If Lifebuoy is rated lower in the branded test, the brand may need to improve its
image regarding skin-friendliness, as customers may associate it only with strong
antibacterial properties while overlooking comfort and gentleness.