Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Brand Report Card Graphic.docx
1. Brand Report Card Graphic
(a) Challenger brand: K'NEX K'NEX is a construction toy brand that competes with LEGO in
the same market.
(b) Comparative competing brand: Mega Bloks is another construction toy brand that competes
with LEGO and K'NEX in the same market.
(c) Profile of the primary target market: The primary target market for LEGO is children aged 5-
12. However, the brand also appeals to teens and adults interested in building and Creativity.
(d) List of graded items in priority order:
1. Product Quality
2. Brand Recognition
3. Innovation and Creativity
4. Customer Service
5. Marketing and Advertising
6. Price
(e) Value of each graded item:
1. Product Quality - 25%
2. Brand Recognition - 20%
3. Innovation and Creativity - 20%
4. Customer Service - 15%
5. Marketing and Advertising - 10%
6. Price - 10%
(f) Grade assigned for each measurable (points and letter grade):
1. Product Quality - 95 points, A
2. Brand Recognition - 85 points, B+
3. Innovation and Creativity - 80 points, B
4. Customer Service - 70 points, C
5. Marketing and Advertising - 80 points, B
6. Price - 75 points, C+
(g) Final cumulative grade for both the challenger and competitive brand:
LEGO: 85.8 points, B+
K'NEX: 79.2 points, C+
Mega Bloks: 77.8 points, C+
Note: This report card did not explicitly grade the measurables of customer satisfaction and
customer loyalty. However, they could be added as items in the priority list with their respective
value and grade assigned. As mentioned earlier, these measures can be obtained through
customer feedback, surveys, and other methods.
