Comparing Brand Health Metrics (In-Class Experiment)

Analysis and Metrics, Consumer Behavior, Discussion Exercises, Experiments, Marketing Mix, Member Activities, Products and Brands, Research and MIS

In this activity, students go through a hands‑on brand health comparison exercise where they collect and analyze loyalty and attitude (brand health) metrics for two competing brands. It is designed to strengthen your students’ ability to link consumer perceptions with purchase behavior and recommend actionable brand management priorities, based on data and research results.

Sorry, this teaching activity and/or solution is exclusive for Members of Great Ideas for Teaching Marketing (GITM).

If you are already a GITM Member, then please Log In below to access this activity and solution.

If you are not a Member, please find out about the benefits of becoming a GITM Member. Otherwise, simply browse the 150 plus free teaching activities available on Great Ideas for Teaching Marketing.

About The Author

Geoff Fripp

Geoff Fripp is an experienced marketing educator and practitioner with many years of expertise in teaching and industry roles. As the founder of Great Ideas for Teaching Marketing, Geoff has created over 500 activities and tools to help educators deliver engaging and practical lessons across diverse learning styles and student levels. With nearly 2,000 lectures across ten universities, including 19 years at the University of Sydney, Geoff is recognized for his practical approach to marketing education. Geoff’s industry background includes senior marketing roles at medium and large firms, as well as entrepreneurial ventures. He has authored and co-authored textbooks with Pearson Education, as well as developing more than a dozen case studies for their marketing textbooks.