Brand Management Week 6

Which of the following is NOT a way in which brands provide value to consumers?

Branded products always provide superior quality

Which of the following is NOT a characteristic of lululemon products?

Low price

Which of the following is NOT a channel through which lululemon sells its products?

Third-party retailers

Which of the following is NOT a part of Lululemon's grassroots marketing strategy?

Mirror Signup and view all the answers

Which positioning statement best describes Lululemon?

Lululemon is a community-based brand Signup and view all the answers

What is the purpose of qualitative research techniques in understanding consumer perceptions?

To uncover true opinions and feelings when consumers are unwilling or unable to express themselves Signup and view all the answers

According to the text, which research technique aims to extract and interpret deep cultural meaning of events and activities?

Ethnographic research Signup and view all the answers

What is the purpose of topic modeling?

To identify market trends and consumer opinions about a brand Signup and view all the answers

According to the text, which step is involved in topic modeling?

Removing non-words (numbers, emojis, punctuation) Signup and view all the answers

Which step in topic modeling involves finding recurring patterns in the co-occurrence of words?

Step 6 Signup and view all the answers

What is the purpose of sentiment analysis?

To assess consumer opinion Signup and view all the answers

What software can be used for sentiment analysis?

LIWC Software Signup and view all the answers

According to the text, what is the overall sentiment score of document #2 on Lululemon?

2.34 Signup and view all the answers

Based on the sentiment analysis, how many words related to positive sentiment are there in the document?

9 Signup and view all the answers

What is the overall negativity score of the document?

-0.68 Signup and view all the answers