1. Baskin-Robbins Brand Officer Ken Kimmel felt it was important to contact this study because?
This study was conducted because; the frozen-food retailing industry had become more hostile to Baskin-Robbins in recent years. Cold Stone Creamery and others had popularized the in-store experience better than Baskin-Robbins. Cold Stone Creamery's sales were now almost 75 percent of Baskin-Robbins' sales. Customers are more demanding about the hospitality experience, earning more money and they can buy comparable ice creams to Baskin-Robbins in grocery stores now.
2. The main purpose of the Baskin-Robbins study was?
This study was conducted to decide whether or not they should change their logo to gain a competitive advantage. Baskin-Robbins is   also using this study to find out the implications of a change of logo, and a change in the way the stores are designed to better suit the customers.
3. The key questions the Baskin-Robbins brand team is addressing are?
Should the brand logo be changed to signal something new is happening at Baskin-Robbins? If the logo is changed, would there be synergy between the logo changed and redesign interiors?. One of the biggest challenges would be, whether or not these franchisees would be willing to buy into the new ideas, considering that they have invested a lot into each of the current stores.

4. The method used by Kimmel and his team to identify the marketing research problem were?
They talked with four focus group in Chicago, LA, and New York, the groups agreed that the Baskin-Robbins brand represented irresistible threats, smiles, and fun. The proposed logo was like equally amongst the senior staff and corporate office. However, they should study their customers' attitudes towards the new logo, so that they can explain whether a logo change is warranted. Some other members suggested that they should study their customer's attitudes toward the old logo and toward the new logo after showing them the drawings of the...